How do you take a great idea and turn it into something people care about?

That question has been at the center of my career.

For more than a decade, I’ve worked at the intersection of story, strategy, brand, and experience—helping organizations figure out what they want to say, why it matters, and how to turn that thinking into experiences people can see, feel, remember, and step inside.

My work has taken me from Walt Disney Imagineering and theme parks to General Motors, Publix, Hasbro, and other global brands. Along the way, I’ve worked across experiential design, physical environments, customer experience, brand positioning, messaging, content, and creative strategy.

I’ve developed stories for attractions, restaurants, retail spaces, resorts, grand opening events, festivals, and community destinations. I’ve built creative teams and processes, shaped brand voices, and partnered with designers, architects, engineers, marketers, producers, technical teams, corporate alliance partners, and business leaders to turn ideas into real experiences.

And I’m just as comfortable writing at my computer as I am reviewing architectural and CAD drawings, walking a construction site in PPE, or sitting around a table with designers figuring out how a story should show up in a physical or virutal space.

That’s the part of the work I love most: the space between the idea and the experience.

It’s where strategy becomes a story. The story becomes a creative concept. And the concept starts showing up in the real world—in a floor plan, a storefront, a queue, a sign, a room, a restaurant, or an entire destination.

And, because apparently I couldn’t study storytelling enough, I also have a PhD in Transmedia Storytelling. I spent years researching how stories move across platforms, audiences, and experiences. These days, I get to put all that research to work in places considerably more interesting than a dissertation.

At the end of the day, I’m interested in what happens when story and strategy meet experience.

That’s where ideas become something people can connect with.