Why I do this work. And how I do it differently.
"For 20 years I've helped mission-driven founders and scientists clarify their message, find their voice, and build narratives that resonate, spread, and stick."
I left The New York Times in 2006 to start Blue Practice because visionary companies tackling climate, science, and systems-level change had powerful missions — but their messages weren't landing. So I built one of the first communications practices focused solely on cleantech and sustainability. The belief was simple: better stories create better outcomes.
Today I work independently with founders, scientists, and mission-driven leaders building a better future who need the world to understand why it matters. I'm a strategic communications advisor, narrative strategist, and thought partner to teams solving hard problems — from deep tech to conservation, from regenerative design to the public good.
I help clarify your voice, guide high-stakes launches, elevate your public presence, and build communications systems that scale. My work blends editorial precision, systems thinking, and creative empathy — now amplified by AI-enhanced workflows that bring the power of an agency into a genuine one-to-one relationship.
Communications for a better future.
I work closely with founders & scientists
A true thought partner: I listen carefully, ask the right questions, and shape the story behind the solution so it lands with the people who matter.
Strategy is the starting point
Good communication takes structure, clarity, and timing. Two decades helping complex ideas make sense to investors, journalists, funders, partners, and the public.
I move fast, smart, and lean
I focus on what's essential and build momentum quickly. AI tools accelerate research, content, and monitoring — so we move faster without losing depth.
I scale when you need it
I operate independently but come with a powerful bench — designers, developers, filmmakers, analysts — full-agency capability without the drag.