The algorithm already has a story about you. Is it the right one?

I help organizations build trust online, in an environment that is engineered to erode it.

The internet we have now—the one your customers, your employees, your investors live inside every day—was designed to reward engagement. The most engaging thing a human being can feel is outrage. Every platform, every feed, every algorithm is tuned to surface the story that gets the strongest reaction. And the strongest reaction is almost never the most accurate one.

The truth about your company is competing (every hour of every day) against a version of itself that is simpler, angrier, and more shareable. in a moment of crisis, that version will often win.

I spent years studying how this machine works. How it warps public perception. How it manufactures consensus out of thin air. How it turns a single viral moment into a permanent story. I wrote a book about it. And then I started getting calls from leaders who recognized their own organizations in the stories.

What I do now is help them get ahead of it. The hard, structural work of making truth more visible, more durable, and more interesting than whatever the algorithm is serving in its place.

If this is you, reach out to my team.

[email protected]