I’ve spent most of my working life around decisions.

In sales.
In rooms where outcomes matter.
In conversations where something needs to move.

That’s where Commercial Decision Design comes from.

But alongside that, I’ve always written.

Neither for a market, not for a framework.

Just to think.

Some of that thinking has taken me into places that don’t obviously connect to business.

At one point, I spent two years on a Sufi spiritual retreat trying to understand how to navigate the world with a bit more clarity — and a bit more elegance.

Along the way, I’ve been influenced by ideas from Joseph Campbell, Carl Jung, Carlos Castaneda, David R. Hawkins, and Etsko Schuitema, among others.

You’ll see traces of that in the writing here from time to time.

The work and the thinking have always run in parallel.

On one side, I’ve worked in commercial environments — building, advising, and shaping how decisions are made.

On the other, I’ve written.

Over the years, that’s included ghostwriting 36 books, along with articles published both in print and online.

Reading has always been part of it.

Philosophy, mostly.
With the occasional game of chess — and more recently, padel.

This site holds both threads.

The structured work.
And the thinking behind it.

—

In 2019, I wrote a book:

What If Hollywood Doesn’t Call? A Fractured Monk’s Guide To Enlightenment.

It sits outside the commercial work.

“Any path is only a path, and there is no affront to oneself or to others in dropping it if that is what your heart tells you to do.”
— Carlos Castaneda

This book draws on ideas from Sufism, Stoicism, and the writings of Carlos Castaneda, along with my own experience.

It’s made up of short pieces — 117 vignettes — each exploring what it means to navigate this life with a bit more clarity, a bit more intention, and a bit more grace.

It’s not a system.
And it’s not trying to fix anything.

If anything, it’s an attempt to make sense of things as they are.

—

“We’re not here to fix the world, we’re here to witness that it works.”
— Shaykh Ebrahim