My approach.
A lot of the work I do happens before anyone starts writing.
I'm brought in when something needs to be explained carefully, when there are real consequences if it's misunderstood, or when the message has started to sprawl. There might be too many objectives, too many voices, or a sense that what's being said no longer quite matches what's intended.
My job is to slow things down just enough to work out what actually needs to be said, to whom, and why.
Working out what really matters
A good brief is hard to write. As a result, they rarely land on your desk in perfect shape. More often that not, they tend to contain a blend of ambition, caution, inherited language and assumptions about the audience.
Before writing begins, I focus on a few simple questions:
What do we want people to understand or do as a result of this?
What do they need to know – and in what order – to get there?
Where do we need to be careful, precise or plain-spoken in order to protect trust?
Once those things are clear, the writing becomes easier, and more effective.
Figuring out the story before the words
Rather than jumping straight into a script or piece of copy, I help shape the underlying story everything needs to hang off.
That usually means:
agreeing the core message,
deciding what context or reassurance the audience will need, and
setting clear boundaries around tone, emphasis and language.
This gives everyone involved a shared sense of direction, so different pieces of content feel connected rather than contradictory.
Getting involved early
I'm often brought in at an early stage: shaping briefs, sense-checking ideas, supporting other writers and creatives, and acting as an editorial sounding board as work develops.
In senior roles, this has included training and mentoring others, helping raise the overall quality of work, and keeping messaging consistent across projects and channels.
Much of this work is invisible, but it's often where the biggest difference is made – before things settle into drafts and become harder to shift.
Writing as part of the process
I work with words at different stages of the process – drafting, reshaping and refining – depending on what's needed.
The focus is always the same: making sure the language says what it needs to say, clearly and accurately, and that it feels human and true to the original intent.
In short:
I help organisations work out what they need to say – and how to say it – by bringing clarity to both the thinking and the words.