“Turns competency into something really special.”
Sometimes the problem isn’t the problem.
The research can be solid. The plan can make sense. Everyone can have done the sensible things.
And still, something doesn’t quite land.
People respond differently than expected. The data tells you what is happening but not quite why.
That’s usually where I come in.
I look at how people are making sense of what’s in front of them — what it signals, what they take for granted, and what it comes to mean in context.
Because meaning shapes what people notice, trust, resist, remember — and what they do next.
Once we understand that, the problem often looks different.
Then we can decide what needs to change.
Sometimes that means strategy, communication, research translation or a stronger program.
Sometimes it means changing the experience itself.
Bring me the wobble.