When we think of building a regenerative world many of the frameworks we use to create businesses today are, I believe, no longer fit for purpose. When we approach with a mindset of scarcity—focusing solely on problems to solve—we overlook the opportunities that are already unfolding. Instead, let’s begin with potential: observing what is emerging, identifying where our essence can uniquely contribute to something greater. This is about being in service—playing an active role in the community and fostering intimate, meaningful relationships that create long-term connections. Through shared values, behaviours, and practices, your brand becomes part of the culture itself.

My practice is shaped by the diverse worlds I’ve explored throughout my journey. From driving growth through commercial business modelling in the capitalist world; to crafting creative ideation and storytelling for the advertising industry. From grassroots, localized action with NGOs and political campaigns to systems thinking with Laura Storm and the Regenerators Academy. I’ve been immersed in regenerative culture and community-building as a Co-Founder of the Ericeira Regenerative Innovation Collective. And I’ve engaged in radical dreaming and sensemaking with transformative thinkers like Rachel Maria Taylor, Graham Boyd, Deepa Mirchandani, and others.

These experiences have enriched my perspective, connecting the dots between growth, creativity, systems thinking, and cultural regeneration to envision new ways of doing business that are rooted in potential, community, and shared purpose.