Work with me
Start with what you know.
Find out what you need to learn.
I help B2B research, thought-leadership and content leaders generate and develop evidence, then turn it into distinctive positions, stronger editorial programmes and knowledge that compounds.
Some organisations already hold valuable research, customer insight and expertise. Others need to generate evidence before they can build a credible position. Editorial Intelligence supports both starting points.
Most projects are fixed-scope engagements delivered over two to eight weeks.
Ways to work together
Start by understanding what you know and what is missing. Develop existing evidence or generate what is needed, then build the narrative, activation system or specialist application the opportunity requires.
Understand what you already know
Review existing research, customer insight, expertise and content to find the argument, evidence gaps and opportunities already present.
02Generate the evidence you need
Investigate an important question through focused qualitative research, interviews and structured practitioner conversations.
03Develop and activate the argument
Turn evidence into a distinctive position, narrative system and the formats needed to make it useful.
Route 1 · Understand what you already know
Narrative audit
Find out what your existing evidence actually adds up to.
A structured review of your research, content, customer insight and market evidence. I identify the strongest argument already present, assess what genuinely supports it and show where valuable signals are being missed.
The audit is designed for organisations that know they are sitting on useful material but do not yet have a clear view of the narrative opportunity.
Includes
- The strongest through-lines across your existing material
- The evidence with the greatest strategic value
- Gaps, contradictions and overlooked signals
- Existing assets worth reactivating
- The narrative territories you could credibly own
- Recommended priorities for further development
What you leave with
A clear view of the strongest argument already present in your material, the evidence that supports it, the gaps that weaken it and the narrative opportunities worth developing.
Deliverable: a concise narrative audit, evidence map and opportunity brief. Fixed scope and fixed fee. Typically completed within two to three weeks.
Explore the Narrative AuditFor B2B startups and early scaleups
Startup Narrative Audit
Turn founder conviction, customer learning and product evidence into a position your company can defend and test.
This focused audit connects what different parts of a growing company are learning, distinguishes evidence from assumption and identifies the strongest argument worth developing next.
What you leave with
A narrative diagnosis, evidence and assumption map, core argument, priority opportunities and a 90-day activation and learning plan.
Route 2 · Generate the evidence you need
Research-led thought leadership
Generate original evidence and turn it into a distinctive argument, report and content programme.
For organisations with an important market question but insufficient original evidence to answer it credibly. I design a focused qualitative enquiry, gather evidence through interviews and structured conversations, then synthesise the findings into a point of view the organisation can use.
What you leave with
An evidence base, a defensible central argument, a flagship report and a practical plan for extending the thinking across articles, executive content, events and future research.
Route 3 · Develop and activate the argument
Research activation
Your research should produce more than a report.
For organisations that have commissioned original research and need it to work harder.
I turn the findings into a clear strategic argument, determine which evidence matters most and design a structure through which the research can support thought leadership, editorial content, executive communications, webinars, events and future research.
What you leave with
A clear research narrative, an evidence hierarchy and a practical activation system for thought leadership, executive communications, webinars, events and future content.
Deliverable: a research narrative and activation system.
See how this works through Hidden Hours →Thought leadership architecture
Turn organisational expertise into a position the market can recognise.
For organisations with credible expertise, evidence and opinions but no coherent market position connecting them.
I bring together research, customer experience, executive expertise and market signals to define the problem the organisation can own, its distinctive interpretation and the evidence required to sustain it.
What you leave with
A distinctive strategic position, the evidence and proprietary ideas that support it, and an editorial architecture through which the organisation can develop it consistently.
Deliverable: a thought leadership platform and editorial architecture.
A focused application
AI Visibility Audit
Understand how AI systems describe your organisation, where competitors hold stronger authority and what evidence, narratives and knowledge structures could improve your visibility.
AI visibility is not created by optimisation. It is created by connected, evidenced, distinctive knowledge that AI systems can understand and trust. The audit assesses where your authority is strong, where it is fragmented and what practical changes would make the most difference.
What you leave with
An AI visibility baseline, competitor comparison, evidence and authority map, narrative gap analysis, knowledge-system assessment and a prioritised 90-day roadmap.
A specialist application
Webinars, speeches and events
Shape what the event says—and make what it reveals useful afterwards.
I can develop the argument for a webinar, speech, panel or event presentation, then carry it through into scripts, slides, speaker notes, moderator questions and supporting editorial material.
The work can also continue after the session: analysing speaker expertise, audience questions, poll findings and points of tension to create an evidence bank, follow-up content and questions for future research.
This is editorial development and activation, not event management, technical production or promotion.
What you leave with
A clear event argument and the materials needed to deliver it, with an optional evidence and activation plan for extending the value beyond the live session.
Deliverables may include a narrative brief, webinar or speech script, slide deck, speaker notes, moderator guide, event intelligence report and activation plan.
See how events become reusable intelligence →A specialist application
Turn executive expertise into a narrative people can recognise
Develop an evidence-backed point of view that can travel across channels without losing its meaning.
CEOs and founders often already have strong ideas, market judgement, customer knowledge and beliefs they return to. The problem is that this thinking is scattered across meetings, interviews, speeches, LinkedIn posts and one-off conversations.
I use editorial judgement to surface and structure what is already there, connect it with organisational evidence and develop a small number of durable narrative territories the leader can return to consistently.
Organisational evidence → executive point of view → repeated narrative → external understanding
Those narratives can travel across LinkedIn, speeches, podcasts, articles, media interviews and internal communications. This is not generic ghostwriting or personal branding, and it does not manufacture opinions. It builds a recognisable, defensible point of view connected to what the organisation actually knows.
What you leave with
An evidence-backed executive point of view, a small set of recurring narrative territories and a practical structure for using them consistently across channels.
Deliverables may include an executive narrative brief, evidence map, narrative territories, voice guidance, interview-led content and an editorial activation plan.
A focused systems engagement
Editorial judgement system audit
Turn recurring editorial feedback into reusable capability before the next draft reaches review.
I analyse an authorised sample of comments, revisions, briefs and strong finished work to identify the editorial interventions your team repeatedly makes. The durable principles are separated from personal preferences and one-off decisions, then tested through one to three focused editorial skills.
This is not an attempt to clone an editor or automate approval. It is a way to reduce avoidable revision, improve the first pass and preserve more of the judgement currently lost after each review.
The resulting workflow is model-agnostic by design. Your organisation owns the instructions, examples, failure modes and validation record; ChatGPT, Claude, Microsoft Copilot or another approved model provides the interface.
What you leave with
An editorial judgement map, recurring-feedback analysis, a curated example set, one to three tested skills, human-review rules and a maintenance plan your team can own.
Start with one recurring format or workflow. A successful pilot can become an entry point to a broader Editorial Intelligence operating system.
Read the thinking behind the service →Editorial judgement applied
The output follows the argument
Writing is an output. Editorial judgement is the service.
I can carry the evidence and narrative through into the form the work requires. That may be a video script and production brief, a report, a pitch deck, an interactive diagnostic or executive social content.
The work begins by deciding what matters, what the evidence supports and what the audience needs—not by filling a format. Newsletters, award entries and bids are also available where the same evidence-led judgement is useful.
The broadest engagement
Editorial Intelligence programme
Build the system that connects evidence, narrative and content — and keeps learning after each project ends.
For organisations that want more than a single project. A programme connects evidence generation, insight, narrative development, editorial workflows, content creation, activation and measurement into one operating system, so what the organisation learns becomes a reusable asset rather than a series of disconnected deliverables.
Each element can still be commissioned on its own. The programme is for teams ready to make the connections permanent — a shared evidence base, a narrative architecture the whole team can work from and workflows that improve with use.
Can include
- An audit of existing evidence, narratives and editorial workflows
- Evidence generation where important questions remain unanswered
- A narrative architecture connecting research, expertise and customer insight
- Model-agnostic editorial workflows, AI instructions and knowledge structures your team can reuse across approved tools
- Activation across the formats the argument requires
- Measurement and review cadences that turn results into new evidence
What you leave with
An editorial operating system your team runs: connected evidence, a narrative the organisation can defend, repeatable workflows and knowledge that compounds instead of resetting with every campaign.
Scoped in phases, with each phase useful and complete on its own. The methodology is documented — and continuously tested — through the Editorial Intelligence OS.
See the operating system behind the programmeContinue the work
Editorial Intelligence advisory
An ongoing editorial perspective on what your evidence means and where the narrative should go next.
For teams that need continuing strategic judgement rather than another production retainer.
The advisory relationship can include reviewing new research, connecting new evidence to existing narratives, challenging content plans, identifying emerging signals and deciding when the strategic argument needs to evolve.
What you leave with
Continuing senior editorial judgement on what new evidence means, how it connects to the existing position and where the narrative should develop next.
Retainer-based, with the scope defined around the organisation's needs.
Discuss ongoing advisoryThe practice behind the services
This work is grounded in two decades of editorial and content experience in complex B2B markets: developing research-led narratives, turning customer insight into useful evidence and connecting organisational knowledge into systems that outlast individual campaigns.
The work documented across this site shows the methodology in practice.
Hidden Hours — Sage
How one research programme was extended beyond its original report into an ongoing narrative platform, editorial series, diagnostic concept and source of market intelligence.
Explore →Winning in Small — Sage
How event insight, customer stories and survey evidence were synthesised into a clearer strategic argument.
Explore →Applications
How Editorial Intelligence can be applied across research, events, customer evidence, AI workflows and editorial activation.
Explore →A small, senior practice
I am not an agency. I work on a small number of engagements at a time, which means the analysis, synthesis and strategic thinking are carried out by me rather than delegated through a larger team.
The work is particularly suited to established B2B organisations, startups and scaleups in fintech, SaaS, professional services and other complex markets where credibility depends on connecting evidence with genuine subject expertise.
For startups, Editorial Intelligence can also help build and test the initial position before a large body of evidence has accumulated. Explore Editorial Intelligence for startups and scaleups →
Start with the question
Tell me what you are trying to understand or communicate. I’ll help you assess the evidence you already have, identify what is missing and decide what is worth developing.
Not looking for a project? If you are exploring similar questions in your own work, you can also compare notes with me →