Storyteller. Strategist. Practitioner. Singapore.
It's always been
about the story.
Four ideas occupy most of my thinking right now. Not trends. Not predictions. Working frameworks — built from decades inside the craft — or what storytelling becomes when the tools change everything, authenticity becomes everything, and the most valuable consumer in the market is the one brands keep ignoring.
Storytelling
New tools. Same truth.
Most of what AI is generating right now is technically impressive and narratively empty. It can produce. It cannot yet mean. That gap is widening, not closing, as the volume of generated material accelerates.
This is where I work. Building the frameworks, tools, and systems — Applied Intelligence™ and StoryEngine1™ — that give organisations the structural ability to tell better stories at scale, with or without AI in the room.
Read more. →
The Presence Economy
We are experiencing the synthetic expansion of our world, and with it, the rediscovery of presence.
When everything can be generated, presence becomes the scarcest thing in the world.
The Presence Economy is the growing premium on lived, embodied, shared human experience in an increasingly synthetic world. The concert that can't be streamed the same way. The room where something actually happened. The moment that couldn't have been prompted.
AI is building the world that makes presence valuable. Story is what fills it.
Read the thesis. →
The Epilogue Economy™
Your best customer is over fifty-five.
Your storytelling doesn't know that yet.
The fastest growing consumer segment in the world is over fifty-five.
They have more disposable income, more brand loyalty, more time, and more purchasing power than any other cohort. They are not slowing down. They are not stepping back. They are actively working, spending, travelling, building, and reinventing — and they are doing it largely without you.
Because your storytelling wasn't built for them. Your campaigns skew younger. Your casting skews younger. Your assumptions about who has desires, ambitions, and money skew younger.
That is not a creative problem. It is a commercial one.
The Epilogue Economy™ is the framework for closing that gap — and for the brands willing to tell that story first.
Explore the framework →
AI and Creativity
The future of creativity does not belong to those who can make more, but to those who can mean more.
AI is the most disruptive creative tool since the printing press. It is also the most misunderstood. The conversation is dominated by people who are either afraid of it or uncritical of it — and neither position is particularly useful.
This is where I sit with it. Not as a technologist. Not as a skeptic. As a practitioner with decades of creative judgment, trying to work out what actually changes, what doesn't, and what it means to make something worth making in an age when making anything is almost free.
Human agency. Value judgment. The irreducible role of meaning in creative work. That's what this is about.
Read the thinking →
Stories in motion
Client work and personal experiments.
All of it AI-generated. None of it accidental.
Selected field notes on Substack
Storytelling
Brief the Problem, Not the Solution
The brief is where creative work is won or lost. Most briefs are already solving the wrong thing before the work begins.
Presence Economy
The Presence Economy Is the Next Great Brand Frontier
Attention was the last frontier. Presence is the next one. And unlike attention, it cannot be bought, automated, or scaled.
Epilogue Economy
The $96 Trillion Wake-Up Call
The aging consumer isn't a niche. It's the largest wealth transfer in human history — and most brands are still talking past it.
Epilogue Economy
The Relevance Gap
Agencies have spent years optimising for youth. The problem is their most valuable client's customer is increasingly not young — and nobody in the room has a lived frame of reference.
AI & Creativity
The $29.95 Commercial
The cost of production is collapsing. The cost of thinking hasn't moved. An honest accounting of what gets lost when a broadcast-quality spot costs less than a round of drinks.
Storytelling
Is This Really Creative?
The industry keeps asking the wrong question. The better one — is it true? — changes everything about how good work gets made.
AI & Creativity
Beautiful Tools, Broken Systems
Every agency has adopted AI tools. Almost none have rethought how work actually flows. The real transformation isn't in the software. It's in the structure nobody wants to touch.
Presence Economy
What AI Is Teaching Us About Being Human
The more capable AI becomes, the clearer it becomes what it cannot be. On what genuine human presence means for brands in the age of convincing machines.
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