What content to make. How to make it. Where to put it.

• Raising the value of a product, an asset or a portfolio
• Building a brand
• Managing a reputation
• Creating a community
• Showcasing values
• Shifting policy and opinion
• Attracting and keeping talent
• Selling a product
• Educating

The first question is always which of these you're actually trying to do.

Making it is half the job.

Where content goes decides what it does. A festival builds credibility. Social builds reach. A room with forty of the right people in it changes a vote. The same story on the same budget can land in any of those places, and that decision is usually what determines whether it worked.

I've negotiated distribution deals and sold the advertising on my own show, so this is a part of the business I've been accountable for and not just advised on.

I've worked every part of this business.

I built a content company into an award-winning business across five markets, and it's still operating today. I created and produced my own television series, which meant selling the advertising and negotiating the distribution as well as making the episodes. I came up through agencies in public relations, marketing and ad sales, so I've written the creative and I've closed the deals on it. I've made national campaigns, documentaries, social content and podcasts for brands you'd know. Today I'm the CEO of a film and television studio.

That range is what you're hiring. Anyone can get something made. Knowing what's worth making is the hard part.

When a project needs a crew, I bring one. I don't carry staff, so the recommendation isn't shaped by who I need to keep busy.