28/01/2026
Sometimes, you need to step back to look forward.
Yesterday, in the pouring rain 🌧 I did exactly that. Last year, after losing my dad, I spent a lot of time reflecting on the life I’ve built and whether what I’m doing now is really what I want to be doing for the next 20 years.
The honest answer? It is, aaaaand it’s not!
Anyone who knows me knows I’m a total geek when it comes to brand and strategy. But lately, I’ve felt stuck in the "doing"—lots of mindless implementation and "agency-style" work that pulled me away from the big-picture consulting I love. So, I’ve decided to "fire" myself from the reactive stuff to focus on the high-stakes strategy where I can actually make a difference.
It’s time to recalibrate. 🧭
What you might not know is that I’m also a massive geopolitics geek. Years ago, it was a coin toss between International Relations and Journalism. Journalism won because it felt like the safer bet back then, but I never lost that fascination with world affairs. With everything happening in the world in 2026, it’s hard to look away!
So, I’m blending my passion with my profession. I’m taking a deliberate step back from my day-to-day business to head back to school—starting an MSc in Strategic Studies with Energy Security at the University of Aberdeen. 🎓
Why? Because here in Aberdeen, we’re the best in the world at keeping people safe on rigs and wind farms. But the "new" risks—the ones that can sink a company overnight—are geopolitical. Whether it's a partner's hidden political ties or a sudden shift in global narratives, it’s not enough to be operationally safe anymore; you have to be narratively resilient.
I’m pivoting my consultancy to focus on a huge gap in the market: Narrative Integrity. Over the next year, I’ll be training to bring something brand new to my clients: Geopolitical Stress Testing. I want to bridge the gap between our local energy expertise and global intelligence, making sure our homegrown firms stay the "partner of choice" in a messy, fractured world. 🌍
To my clients and friends: This isn’t a break. It’s an investment. I’m moving from being a "brand person" to being a partner in your Global Social License to Operate.
Wish me luck! I’m nervous, excited, and ready for the challenge. I’ll keep you all posted on how the "back to school" life goes! ☕📚
Aberdeen
