I started Nudge Works not from theory, but from lived experience.

For over 14 years, I’ve worked with global brands and fast-moving startups, helping organisations use agility and change as a competitive advantage. I know what it takes to lead teams, deliver transformation, and keep strategy connected to action.

But I also know what it feels like when the ground shifts beneath your own career. After becoming a parent and returning to work as Generative AI hit the mainstream, I sensed that something fundamental was shifting…

It wasn’t burnout.

It wasn’t boredom.

It wasn’t lack of ability. 

It was the dawning realisation that the landscape of knowledge work is evolving faster than I had capacity to respond to it.

AI is accelerating that shift not just for me, but for all of us.

The hard truth: no one is going to hand us a map.

I’ve know, first-hand, that adaptability, left untended, becomes passive. In times of disruption, that’s not a muscle you want to neglect. Adaptability - like strength training - needs deliberate practice, intentional use, and the right support for the heavy lifts.

That’s why I created Nudge Works.

I don’t bring one-size-fits-all answers. I bring the ability to hold the compass, walk alongside you, and help you and your organisation build the clarity to adapt so you can move forward with confidence, whether you’re a professional navigating uncertainty, a leader aligning teams, or an enterprise reshaping for the future.