‘There’s a million ways of saying something. So, nailing a text for a client means finding the best out of many options. That’s something I can’t do on my own. It’s only by seeing and hearing how others react to what I’ve written, that I know if I’ve got it right (or not).’


‘I try to use my writing to move people and make them move to act.’


‘Yes, keeping it simple is harder work than not doing so. It means focusing on what truly matters and what moves people. And it’s what drives me.’

On creativity

‘Writing is a creative process. And creativity requires me to move out of my comfort zone. We can only grow if we move out of our comfort zone and try something new.’