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PERSPECTIVES
Observations on the psychology of creation and the architecture of commerce.
From Execution To Oblivion
What if your best work didn’t disappear the moment the project ended?
What if proof wasn’t something you had to reconstruct under pressure, but something that is created and documented as you go, structured, governed, and ready to speak for itself, with no extra effort on your part? What if visibility wasn’t a separate effort…but a natural consequence of how work was captured in the first place?
5 days ago3 min read
I'm An Expert, Not A Marketer: Rethinking Brand Systems for Technical Firms
The Invisible Man Every technical firm knows this pattern: months of complex work, rigorous execution, real-world impact, then silence. The outcome lives in internal reports, client folders, or regulatory documentation, rarely extending beyond the people directly involved. For teams built on precision, data, and accountability, self-promotion often feels misaligned with how value is actually created. The result isn’t a lack of expertise, it’s a lack of visibility systems that
Jan 182 min read
THE PALAZZO MENU PROJECT — CHAPTER 3
When the People Met The Menu: Proof, Performance, and What Remained A menu isn’t finished when it’s designed. It’s finished when people respond to it. Up until this point, everything had happened in controlled environments; tastings, revisions, discussions, assumptions. Chapter 3 is where assumptions ended. This was the moment the menu met reality. The Night Of The first major tasting wasn’t intimate. It wasn’t forgiving. It was full. Roughly eighty guests, spanning ages, b
Jan 83 min read
The Palazzo Menu Project : Chapter 2
Most menus don’t fail at the stove.
They fail at the decision-making stage. Chapter 2 of The Palazzo Menu Project is where creativity stopped being expressive and started being disciplined. Where good ideas were removed. Where patterns replaced opinions. Where naming became strategy, not decoration.
This part isn’t romantic. It’s the craft.
If you’ve ever wondered how a menu actually gets built — beyond vibes, beyond design, beyond inspiration — this chapter explains it pla
Nov 16, 20254 min read
The Palazzo Menu Project
When The Palazzo was preparing to open its doors in Abuja, the hotel had no culinary identity, no menu, and no defined guest experience. As the Brand Strategy, Marketing & Guest Experience Lead, I was tasked with shaping the restaurant from the ground up. This series reveals the behind-the-scenes strategy, creative decisions, and human moments that brought Soul Street, and its menu to life.
Oct 29, 20254 min read
The Right Marketing Tools: Your Industry’s Competitive Edge
Something interesting happens every time I meet a new business owner. I ask, “What tools are you already using for your marketing?” T hey list several social media apps, CRM platforms and office tools. I go on to ask how it is all going and five minutes later, they’re confessing that their team is exhausted from consistence with no traffic, spending but no results, or are finding it hard keeping up with the trends and changes on those platforms, from design types to content f
Aug 30, 20255 min read
Mastering the Essentials of Branding and Strategy
The essentials of brand identity strategy.
Jul 28, 20253 min read
Why Good Ideas Die in Meetings
A conversation about understanding, participation, and seeing beyond the barriers in Marketing and Brand Development.
Jun 30, 20254 min read
The Death of the Blank Page
Designers love to romanticize the blank page. But creativity doesn’t start from nothing, it starts from noticing.
This article explores how observation, memory, and chaos quietly fuel creation long before you ever open a new file.
May 30, 20253 min read
The Brand That Becomes You
This article explores the strange exchange between creator and creation, how identity seeps into design, and how the work we make begins to shape who we are.
Apr 30, 20253 min read
The Circle of Branding Strategy: How to Start Strong and Build a Timeless Personal Brand
The Circle of Branding Strategy: How to Start Strong and Build a Timeless Personal Brand.
Mar 31, 20252 min read
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