My journey began with a degree in History, a discipline that taught me to analyse societal change and how innovation reshapes civilisations. That historical lens informs my view of digital today: every technological shift sits within a human continuum we must understand to support effectively.
The Oxford school and ordinary language philosophy
Discovering Austin and the Oxford school proved decisive. Understanding that language doesn’t just describe but acts reshaped my approach to digital communication. That insight now guides my strategies: turning brand discourse into a genuinely transformative act.
Trained in Digital Marketing Management at ESSEC, I developed a distinctive approach blending analytic rigour and creativity. International experience — notably in Estonia within the Nordic tech ecosystem and in Cambodia in a multicultural humanitarian context — brought a global, adaptable perspective on digital challenges.
Since 2016, I’ve supported diverse organisations in their digital transformation through RB Praeceptor. This triple role — consultant, lecturer and digital philosopher — keeps me close to innovation while maintaining a reflective, human-centred stance.
Differentiation through values
In saturated markets, values become a primary axis of differentiation. But beware: it’s not enough to declare them — you must perform them. That’s where Austin’s philosophy comes into its own in modern marketing.
My philosophy? Every engagement should create measurable value, every training must be immediately applicable, and every advisory should strengthen team autonomy. Successful digital transformation places people at the centre: informing, supporting, reassuring.
In structuring Télos, I condensed field practice and research (language performativity and narrative bashō) into an operating framework. The programme aligns vision and execution: diagnosing cultural invariants and market dynamics, formulating a verifiable promise, selecting proofs carried by product and service, plus governance and instrumentation for coherence (NAS) and business impact. The goal: turn deep conviction into durable competitive advantage.
