Conviction Coach to Founders & CEOs
You can’t outperform your identity.
I help founders and CEOs close the gap between who they are and where their company needs to go.
Take the free Conviction Diagnostic →Ruin. Rio. Recovery.
Thirty years as Executive Creative Director at BBDO and JWT across Asia. Addiction. Sobriety. Loss. Recovery. Cancer in a Rio favela. Nineteen months of clinical depression I couldn’t get out of bed for.
What survived is a method for rebuilding identity from the ground up. I tested it on myself long before I ever used it on a client.
Today I work with founders and CEOs at an inflection point: the offer works, but the story still sounds like everyone else’s. The right clients aren’t waiting to be sold to. They’re waiting for someone who actually means it.
Faith turned the corner. Conviction is what it left behind. This is where I learned the story you tell yourself and the story you tell the market are the same muscle.
The Trinity Model
Three questions every founder eventually has to answer. Who are you? What do you want? Why should anyone care? Most founders can answer one. The overlaps are where it gets interesting. The centre is where it gets valuable.
Value / Market
Where your offer meets the real tension in the buyer’s life — the gap between where they are and the promised land they’re chasing.
Market / Story
The wrapper that makes the right people lean in and the wrong ones fall away. Channel, tone, cadence… the whole surface.
Value / Story
The point of view that is unmistakably yours. The part no competitor can copy, because it comes from what you’ve lived — not what you’ve read.
Most founders have two of the three. Two gets you competent. Three gets you believed.
The centre
Where all three circles meet is your Conviction Story — the one story that sells for you.
Most founders have three stories fighting each other. The story they tell themselves. The story they tell the market. The story the market actually hears. The gaps between them are where deals die: every “let me think about it,” every price you couldn’t hold, every pitch that explained everything and convinced no one.
The Conviction Story closes those gaps into a single line of force. Who you are, what the market wants, and why anyone should care — fused so tightly the seams disappear. When you have it, you stop persuading. You state. Markets can smell the difference between confidence and conviction: confidence is volume. Conviction is stillness.
This is why it can’t be copied. A competitor can imitate your offer, your pricing, your funnel. They cannot imitate what you survived to learn.
That’s the Holy Grail. Not a tagline. Not positioning. The heart of your company — the story your strategy was always trying to tell.
Next Step
If your business is better than your story makes it look, we should talk.
Find out which stage you’re stuck at — Chaos, Confusion, Clarity, Confidence or Conviction — in five minutes.
Stress test your story.