"Alex, you're not listening to me!"

That phrase followed me from school reports to agency boardrooms. For years, I was driven to provide clever design solutions before I even understood the human problem.

I started in 1995, just before the internet changed everything. As I moved to big agencies, chasing global awards and the "Big Idea," I realised we were missing the true source of value: the human behind the business. I was so caught up in seeking external inspiration that I failed to understand the founder and the obsession that drove them.

Everything changed when I learned to extract the fire.

I stopped guessing and started digging. I learned that if I listened intently, I could find the specific "crazy energy" that makes a founder tick. That energy is the only thing AI cannot hallucinate.

My process is now much like therapy. It is a chance for you to be truly heard and for your business to be defined by its grit, not its gloss. I build heirloom brands that are as authentic and unshakeable as the people behind them.

In a world of digital noise, I am the guardian of that soul.