I didn’t create Nudge Works out of theory. I built it from lived experience.

For 15 years, I worked with global brands and fast-moving startups, helping organisations turn agility and change into an advantage. I know what it takes to lead teams, deliver transformation, and keep strategy connected to action.

But I’ve also felt the ground shift beneath my own career. After becoming a parent and returning to work just as Generative AI was taking off, I realised something bigger was happening.

It wasn’t burnout.

It wasn’t boredom.

It wasn’t lack of ability. 

It was the dawning sense that knowledge work itself was evolving faster than I could keep pace. And AI is speeding up that shift for all of us.

The hard truth? No one is handing us a map.

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 started Nudge Works.

Not to hand you a generic answer, but to walk alongside you. To hold the compass while you navigate. To help you and your organisation build the clarity to adapt, so you can move forward with confidence, whether you’re a professional rethinking your career, a leader guiding teams, or an enterprise reshaping for the future.