Technical Foundations…
The Part They Told Me to Cut
Welcome to the section of my website that some have advised I should have never written—or buried—because I was too stubborn. Why? Because most people just want the problem solved. But maybe, just maybe, sometimes you need to know exactly why one solution is dramatically better than all the others.
Standards I've Helped Write
Most consultants cite standards. I write them.
Best standards are written by volunteers—practitioners who donate decades of expertise without compensation to elevate their craft. Sadly, it is often the worst commercial work that gets adopted—it's easy, confirms existing beliefs, and fixing the problem would require admitting the status quo is broken.
ISO 20671 — Brand Evaluation
Co-author since 2014. Defines WHY brand drives enterprise value over time. Incorporates ISO 10668:2010 Brand Valuation. Currently on the committee defining Brand Valuation Standard update and integration with Brand Evaluation standard.
Deep Dive →
ANSI Intellectual Capital in the Boardroom
Vice Chair and lead co-author since 2016. Transformed from static checklist into time series standard during Covid (spring 2020). Works from future to present. 90%+ of enterprise value now in intangibles.
Deep Dive →
LES Announcement →
The Math Most Don't Use
I brought a math degree into boardrooms where others brought spreadsheets.
Most business analysis uses statistics. My work uses math in novel ways—foundations for understanding what CAN'T coexist, what MUST emerge from constraints.
Result: Analysis that reliably eliminates ~80% of false signals before investing time or capital.
Teaching
If you can't teach it, you don't understand it.
University of Toronto — Finance of Brand Management. -
Instructor since 2015. Coursework went into the Brand Evaluation Standard. The standard went back into teaching.
Selected Publications & Speaking
IAM Magazine, December 2025
Why USPTO Under-Pricing Threatens American Innovation
The government designed the patent system as a social contract... That assumption collapsed decades ago.
MASB Summer Summit, 2024
Focus Vision Case Study: WAM in Action
$50B TAM, company under $1B, 4% top-of-mind. Identified $2B winnable market. Merged and exited within 18 months through pandemic.
Watch →
Marketing Vanguard, May 2025
Marketing's Moment of Truth" with Liquid Agency
Marketing contribution to brand equity now less than 18%. If the CMO doesn't own market intelligence as strategic asset, no one will.
View Presentation →
Download CMO Toolkit →
MASB Summer Summit, 2023
Implementing the ANSI Intellectual Capital in the Boardroom Standard
Six years of data. Several thousand hours of joint implementation.
Watch →
Easter Egg
My quick answer?... Why not?... I'll answer if you ask.