I help small and mid-sized businesses understand their customers and turn that understanding into better strategy.

My background is a mix of business strategy, customer research, behavioural science, and hands-on e-commerce experience. For years, I ran a Shopify strategy and design studio, helping brands improve their websites, customer journeys, and growth systems.

Over time, I became more interested in the deeper question behind most business problems:

Why do customers choose one business over another?

That question now sits at the center of my work.

I help founders and leadership teams uncover what customers truly value, where decisions are getting stuck, and how to build a clearer path forward.