Close to thirty years of working with founders and their teams.
I have spent close to thirty years working with founders and leadership teams across sectors and stages. The work has always been the same at its core: understanding what is happening on the buyer's side of the conversation, and helping businesses design their sales processes around that reality.
What has changed over that time is the depth of the research base and the precision of the frameworks. The outside-in principle was an instinct early on. Now it is something I can explain, evidence, and apply systematically to any business that is ready to look at their sales process honestly.
The research foundation
The frameworks I use are informed by decades of published research across neuroscience, behavioural economics, decision science, and motivation theory. Antonio Damasio on emotional processing and decision-making. Daniel Kahneman on how people actually think under uncertainty. Research on autonomy, trust formation, and psychological safety.
This is not a collection of influences assembled for credibility. It is the foundation that explains why buyers behave the way they do, and why the processes businesses build around logic alone so often create the friction they were designed to avoid.
The frameworks
The Trust Triad and the PULSE+ Framework are the two proprietary frameworks through which this research gets applied to specific businesses. Neither is a template. Both are tools for understanding what is actually happening in a specific sales process and designing something better around it.
LocationBased in Edinburgh
I am based in Edinburgh and work with founders across the UK. Most engagements involve a combination of in-person and online work, depending on what makes sense for the business.
If you would like to understand how this work applies to your business, get in touch.
Get in touch