Thinking
Notes on trust, brand-led customer experience, and where AI fits. Written between projects, revised in conversation.
May 2026
TRUSTWORTHINESS
March 2026
BRAND-LED CX
January 2026
AI STRATEGY
The quiet cancellation: why customers stop trusting you
Trust is what the customer gives you. Trustworthiness is what you are, and unlike trust, it can be designed.
Brand-led customer experience, in practice
What it takes to turn a brand platform into behaviour people can feel, not a poster in a corridor.
An honest AI strategy
Less about the model, more about the judgement. Where to use it, where to keep a human in the room.