We Didn't
Follow
The Rules.

Two things kill more marketing budgets than bad ideas: strategy from people who will never have to ship it, and execution from people who never asked what it was for. I spent fifteen years watching money fall into the gap between those two rooms.

The Boundary is what happens when you stop asking permission to close it. The people making the recommendation are the people building the thing — no handoff, no translation layer, no second room to point at when it doesn't work.

I started agency-side. That is where you learn to argue for the work and then live with the numbers it puts up.

Then I crossed to the client side — the dark side, according to everyone I left behind at the agency — and stayed more than a decade, running B2B and B2C in the same breath: Hughes, Honeywell, Atlas Copco, Kyocera, Spectrum, Cisco, Citizens Bank. B2B teaches you patience and proof. B2C teaches you speed and feel. Most marketers pick a lane and defend it for thirty years. Running both at once is the entire advantage.

At Honeywell I held Global Integrated Marketing for the Sensing & IoT division and North America Field Marketing at the same time — writing the global campaign, then being the one who had to make it land in the field. Nothing cures you of a clever idea faster than watching it die in a market that never asked for it.

At Atlas Copco I led a full digital transformation: built the marketing team from scratch, stood up every digital channel, shipped two rebranded sites and more than 500 product pages, and tore the Google Ads account down to rebuild it properly. Then the global teams picked the strategy up and ran it in their own markets. That is the part worth bragging about — not the launch, the adoption.

I chase the places where energy and culture collide — outdoor sports, live shows, underground sets, anything that won't follow a script. Most of my better ideas arrived while crossing a border, watching how somewhere else throws a party. Almost none of them arrived in a conference room. I'm also a father, which sharpens your read fast on what time and presence are actually worth.