Thought leadership
Thinking that holds up.
Most thought leadership is just content in a better suit. The real thing is harder. It takes research, time with the people who know the subject first-hand, and writing good enough that people want to keep reading. Done properly, it shifts how a field thinks and advances the business behind it.
The difference
There is no shortcut. It means doing the reading, sitting with engineers and scientists, and learning the business well enough to write from the inside. That is why the work is valuable, and hard to copy. What comes out the other side is a position a field can take seriously.
In practice · Climate
Blue Notes: ocean technology, written from the inside.
A long-form series written with Blue Carbon’s CEO, Dr Ana Novak. The aim was to make ocean energy, blue economy and nature-positive technology clear enough for investors, government and industry to follow — while building a position the company could stand behind. It ran as Blue Notes on LinkedIn.
- Blue Energy: The Next Energy ↗ Drawing power straight from the waves, and cutting out most of the fuel-to-motion supply chain.
- Reviving the Ocean's Engine ↗ The ocean's natural circulation, the work it quietly does for the planet, and how to help it run again.
- Smooth Value: Reducing Friction Maximises Returns ↗ Treating waste and ESG cost as friction to engineer out, not a tax to pay.
- The Future is Nature ↗ We're not fighting nature, or saving it. We're playing inside a system it has run for billions of years.
- How to Feed 10 Billion People Without Destroying the Planet ↗ Feeding a growing world without wrecking it, and where the ocean fits in.
- The Truth About Photon Harvesting ↗ A straight look at capturing the sun's energy, and where the hype outruns the facts.
- The Ocean Desert ↗ Why huge stretches of the open ocean are biological deserts, and what that means.
- The Climate Crisis Isn't Just Carbon ↗ Why the climate story is bigger than a single number on CO₂.
A phenomenal copywriter, with the skills to persuade any audience.
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Got a position worth taking?
If your experts know something the market needs to understand, that is the work worth doing.