I've lived a lot of lives. PhD researcher in ethnography. Environmental entrepreneur scaling a business across continents. Clinical psychodynamic practitioner running a private therapy practice for over a decade. I've also renovated houses—multiple properties, from foundation to finish. Each chapter taught me something essential about how identity actually works—and how to rescript it when it stops serving you.
The house renovations taught me more than I expected. When you strip a building back to its foundations, you see what's actually holding it up versus what's just cosmetic. You learn that real transformation isn't about rearranging furniture—it's about addressing the structural issues underneath. That insight became central to how I work with people, particularly executives navigating profound change. Like renovating a house, identity transformation requires going deeper than surface fixes. You have to address the foundational patterns—the load-bearing beliefs—not just redecorate around them.
Early in my career, I thought change was about information. Give people insight, and they'll shift. But I kept watching brilliant, capable people stay stuck—knowing what they needed to do but unable to do it. The gap wasn't knowledge. It was something deeper.
That's when I went deep into the mechanics of change. I trained in clinical psychodynamic work. I studied advanced mindset approaches, neuroscience, breathwork. But most importantly, I learned to hear what people cannot—both the unconscious landscape and the conscious structures overlaid on top. My ethnographic training taught me how people create meaning; my psychotherapeutic skills let me hear where that meaning-making has gone wrong.
What I discovered changed everything. Most approaches to change work on symptoms. Therapy processes past pain. Coaching optimizes current performance. Both valuable—but neither addresses the foundational code itself. The core beliefs and deepest assumptions that dictate what feels possible, what you can handle, how you instinctively respond.
I realized the real work happens at that level. Identity architecture. Rescripting the operating system. Not processing what happened, but changing what's possible going forward.
So I built a practice around it. I've worked with people across Asia Pacific, MENA, UAE, and Europe—executives navigating career inflection points, founders outgrowing their companies, individuals facing life transitions they didn't choose. The context varies. The pattern is always the same: something fundamental needs to shift, and the usual approaches aren't cutting it.
This work isn't for everyone. It's for people who know something needs to change but can't quite name what. Who've outgrown where they are but aren't sure where they're going. Who are facing external change and need to internally recalibrate. Who've tried the conventional routes and are ready for something that actually addresses the structure underneath.
If that's you, let's talk.