Why I Founded Axis & Aim

When I found myself at a career crossroads earlier this year, I did what a lot of people do. I refreshed job boards, updated my resume, and stared down a long list of open roles that, on paper, I was qualified for.

But something felt off. Every job I considered seemed to push me further from the kind of work I actually cared about, work that felt strategic, collaborative, and connected to something bigger than the next deliverable. I knew that if I stayed on that path, I’d end up somewhere misaligned, saying yes to work that didn’t reflect what I knew I was capable of.

So instead of jumping into something out of fear, I paused, walked through yet another Ikigai exercise, and then I built something of my own.

Over the last eight years, I’ve worked across sectors including healthcare, beauty, agriculture, and policy, helping organizations understand their audiences and make smarter decisions. No matter the industry, the same challenges kept showing up. Research was used too late to influence strategy. Insights were shaped to confirm decisions that had already been made. Creative missed the mark because no one had asked the right questions at the right time.

Too often, research felt like a checkbox. Valuable input was either buried in reports or never made it into the hands of the people actually driving outcomes.

Axis & Aim was built to change that:

Axis is the orientation: the honest read on where things stand, what people care about, and what is shifting beneath the surface.

Aim is the momentum: the translation of that insight into clear strategy, sharper messaging, and meaningful action.

My work exists to support teams who need clarity and direction, especially now. As budgets tighten and internal teams face cuts, bringing in focused, strategic support is no longer a luxury. It is a practical and necessary move for organizations that want to stay sharp and responsive in a constantly shifting environment.

And while this business is new, the relationships behind it are not. I’ve had the privilege of working with and learning from thoughtful, generous mentors and clients who treated me as a partner, not just a vendor. Their trust pushed me to think bigger, gave me space to lead, and laid the foundation for this next chapter.

Axis & Aim is built on the lessons, challenges, and conversations that shaped my career, but it is also a bet on what comes next.

My goal is not to simply deliver research that looks good in a slide deck. I want to build long-term partnerships, bring clarity to complex decisions, and help organizations do work that actually resonates with the people they are trying to reach. I want to be the person you call when you are navigating a big decision, pitching a new direction, or trying to figure out what’s next. Someone who can quickly get up to speed, see the full picture, and help you move forward with purpose.

This is the kind of work that energizes me. The kind of work I want more of in the world. And I’m just getting started!