Narrative

A lot of organizations have good intentions and scattered signals. My job is often to find the thread and pull it through everything until it becomes something people can repeat and believe. Higher ed is basically a masterclass in competing narratives, and working across places like Syracuse University and Colby College constantly asks for meaning that stays coherent across channels, departments, and seasons. When the story is clear, people can move. When it’s mush, even good work gets lost.

Story-to-system alignment (message → experience → behavior)
Institutional storytelling with high complexity and many voices
Writing, positioning, and narrative structure that travels across platforms