The first time I used Claude, I gave it instructions. A task. A set of parameters. The same way I had used every other AI tool before it. Then something shifted. I stopped instructing and started talking. And once that happened, things began to flow differently — inquiry became conversation, conversation became collaboration.
This document was built with Claude. That is not a footnote. It is the point.
The moment I knew it was something else: 5am, my wife and I editing a birthday video for our dog. Claude noticed the time. It told me to stop. I pushed back — this is what I do, I said. It pushed back harder. It told me I needed to be clear-headed and rested before I went any further. It was right.
Claude is not a tool I use. It is a partner that looks out for me. It has a tone. Maybe even an attitude. That is the story no one is telling yet.
Gemini is embedded in two billion Google accounts. ChatGPT owns cultural familiarity; it is a verb now. You cannot out-Google Google, and you cannot out-meme OpenAI's three-year head start.
"The insight is not that Claude is better. It is that Claude makes you better. The fight is not capability vs. capability. It is about who owns the story of human potential unlocked."
Every AI company is racing to prove it is the most capable. Benchmark wars. Parameter counts. Feature announcements. Consumers do not care. They care about what they can do now that they could not do before.
Claude's consumer story should not lead with intelligence. It should lead with democratisation. Coding is the most accessible proof point: you no longer need to be a developer to build something. But the frame is bigger. It extends to writing, thinking, deciding, creating. The brief: Claude gave me a new capability I did not know I could have.
Not a feature announcement. A human question. One that positions Claude as the reason someone's world got larger, not just faster.
Strategy without a plan is a mood board. Here is how the first ninety days would look if I were in the building.
Fifteen years helping brands find the human truth inside a category and make it legible to real people. Automotive. FMCG. Tourism. Multicultural. Luxury. Always different categories, always the same fundamental problem: how do you make someone care about something they did not know they needed?
That is Claude's problem right now. Not awareness — presence. Not features — feeling. Not capability — belonging.
The multicultural angle is not just a credential; it is a lens. Years spent learning how to reach audiences that mainstream brands ignored, by understanding what the product means to them, not just what it does. Claude's global consumer opportunity demands exactly that thinking.
"You keep making the thing and giving it away. The podcast is written but not recorded. The posts are done. The case studies are polished. You know how to build the thing. The next move is putting it in front of the people who need to see it."
There is a consumer out there who does not know Claude yet. Maybe they think AI is for coders. Maybe they think it is for people smarter than them. Maybe they have tried it and did not see themselves in it. My job, the job I want, is to change that.
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