I believe in the power of deep roots—
whether in the soil or in strategy.
Senior strategist by day,
fourth-generation farmer by night.
When I’m not tending apple trees, growing gladiolus flowers or working cattle, I’m planting strategies rooted in real insights to grow relevant and meaningful brands.
To me, strategy is so much more than a framework, a tick list or a data dump. Its a marriage, if you will, of what truly drives both the brand and the people it serves. And if it's not solving an actual problem in a novel way—one will inevitably be left at the alter.
When strategy is crafted from a place of genuine curiosity, empathy, and good ol' fashioned hard work, it doesn’t just move product, it moves people to think, feel, and act in ways that matter. It brings them (and their wallet) back to the brand, yes, but it also brings them back to their roots.
Between you and me, I'd go back to my roots full-time if I could—but then I'd have nothing strategic to think about. And I always do my best thinking when I'm playing part-time farmer.
