I have spent over two decades in advertising and marketing, building brands and leading teams. But the question that stayed with me was never about the work itself.
It was always about the people behind it.
Why do we make the choices we make? Why do we stay when we should leave, resist when we should adapt, and repeat patterns we can clearly see in others but never in ourselves?
That question led me to behavioural science. And behavioural science led me here.
Between Lines is where I write about the biases and invisible forces that shape how we think, decide, and live. Not as theory - but as something you can recognise in a workplace conversation, a Formula 1 race, or a film you have watched three times without knowing why.
The deeper I went into behavioural science, the more I saw how these same biases show up when we are designing our own lives. The stories we tell ourselves. The patterns we protect. The choices we keep making without quite knowing why.
I believe each of us has the capacity to shape the life we want. And I believe that identifying these biases - honestly, without judgement - makes us significantly stronger in that pursuit.
This is where I discovered coaching. Because coaching, at its best, does exactly that. It trusts the individual to find their own way and simply creates the conditions to see more clearly.
I am currently training as a coach with the International Coaching Federation and offer a few pro bono sessions each week for anyone who has a topic they want to think through or a part of their life they want to reflect on.
If that intersection interests you, you are in the right place.
Between Lines
At its heart, Between Lines explores the behavioural biases that shape how we think, decide, work, lead, and live.
What started as sharing ideas has gradually evolved into an ecosystem where the same topic is explored through different lenses and formats.
Website - the home of Between Lines and the gateway to everything I create
Substack - long-form articles that unpack behavioural biases through stories, observations, and real-life situations
Newsletter - a curated space for readers who want deeper reflection and conversation around behavioural science and everyday decision-making
LinkedIn - the workplace, leadership, career, and decision-making lens of the ideas explored on Substack
Instagram - behavioural biases through the lens of Formula 1, sport, popular culture, films, and everyday life
YouTube - video explorations of the same ideas for people who prefer to watch rather than read
Each platform serves a different purpose, but they are all connected by the same curiosity - why do we think, feel, and decide the way we do?