A Bit About Me
I help leaders make smarter strategic decisions and build customer experiences that drive real growth.
Over the past two decades, I've led marketing, customer experience, and transformation initiatives across industries. I've run an agency, advised leadership teams on high-stakes decisions, and worked with some of the largest membership-based organizations in North America to modernize their models and deepen customer connections.
The work revealed a pattern: strategies fail when psychology gets in the way, and customer experiences succeed when empathy meets execution.
I've written two books on these topics. The Psychology of Strategy: How Smart Leaders Make Terrible Decisions explores the mental traps that sabotage strategic thinking. One to One: How to Wow Your Customers With Personalization shows how to create meaningful customer experiences at scale.
Today, I run APEX CX, where we build customer experience systems that work. I also write a weekly newsletter sharing what I'm learning about strategy, psychology, and what actually drives growth.
If you're navigating complex strategic decisions or building experiences that need to deliver real value, let's talk.
How Can I Help
3 Ways I Can Help You
Learn, Apply, and Grow Every Week
Join thousands of leaders who read my weekly newsletter CX’s & O’s — where I share one sharp, actionable idea on strategy, growth, and customer experience.
It’s built for people who want to think deeper, act smarter, and lead better.
Sharpen Your Strategy. Wow Your Customers.
My books explore how to think better and connect deeper. The Psychology of Strategy reveals the mental traps that sabotage strategic thinking, while One to One shows how data and empathy create meaningful, loyalty-driving customer experiences at scale.
Build Systems That Scale
Through APEX CX, I help membership-based organizations attract, engage, and retain members by designing growth systems that scale. From strategy to execution, we turn insight into impact with a proven APEX Member Growth System™️
Join the CX’s & O’s Newsletter
Get one sharp, actionable idea every week on how to design better strategies, experiences, and outcomes.
No fluff. No theory. Just proven insights you can use.
Every Thursday, CX’s & O’s delivers practical lessons on:
✔️ How to build systems that scale.
✔️ How psychology shapes strategy and decision-making.
✔️ How to create experiences that keep customers and members coming back.
Join thousands of leaders and marketers who start their week with a smarter take on strategy.
What People Are Saying
YOUR STRATEGY ISN’T BROKEN. YOUR THINKING IS.