What You Think Of Me Is None Of My Business. Except For Right Now.

Yesterday, I had a conversation with someone who asked me, "So, what are you up to these days?" It was a simple, casual question, but it got me thinking, people seem genuinely unclear about what I do for a living.

This isn’t a new phenomenon for me. I’ve always been a bit of an enigma, partly by design and partly because what I do doesn’t fit neatly into a single job title or industry box. Over the years, I’ve built businesses, created marketing campaigns that made headlines, orchestrated brand experiences that changed the way companies engage with their customers, and helped businesses stand out in ways they never thought possible.

I’ve always subscribed to the idea that what you think of me is none of my business, except for right now. Because at this moment, I’m curious.

What do you think I do?

If you follow me, see my work, or have been in my orbit for a while, I’d love to hear your perception. Do you think of me as a marketer? A brand strategist? A professional provocateur? Someone who helps businesses take creative risks? Or something completely different?

The reality is, my work isn’t just about one thing. It’s about making things happen. It’s about blending creativity, psychology, storytelling, and strategy to help businesses stand out in ways that resonate deeply with their audiences.

But if people are unclear about what I do, that’s on me. It means I need to communicate better, and maybe even rethink how I position myself. One of the reasons for this confusion is that, in the last few years, more and more of our work has been done behind the scenes. We’ve been quietly shaping brands, creating groundbreaking campaigns, and guiding businesses toward success without always having the opportunity, or the inclination, to brag about it.

Unlike before, when I could point to a big, splashy campaign or event and say, "Look, we did that!", much of our impact today happens in the background. And honestly, that’s by choice. The work is still exciting, the results are still powerful, but there’s less of a need to chase the spotlight.

So, I’m turning it over to you.

Drop a comment below and tell me, what do you think I do for a living? And if you get it right, I might just tell you what I’m really up to these days.