Strategy

Everyone’s talking about how to fix luxury. A new idea here. A bold new trend there. A carousel of “what brands should do next.” And look, there’s value in examining ideas and debating the future of the category. But here’s what I think every time I read one of those posts: Most of those voices have never been responsible for a nine-figure or larger P&L. They’ve never stood before a board and had to atone for a miss. They’ve never bet their job, and their reputation, on the o

It happens in airports, in boardrooms, and in those quiet, late-night hotel moments when a leader finally decides to build something no one else has had the courage to attempt. I’ve been on the road for six weeks. I love hand-picking client projects to lead myself, and these currently include fascinating projects underway in Seoul, Dubai, California, Geneve, and The Kingdom. Five industries, five transformations, each centered on a single question: What does it take to serve

.... and think the market has a winning formula on how to do so – you may have already lost. Building offerings for UHNW is not a marketing exercise. It’s a strategic architecture. And right now, most brands are replicating legacy models instead of focusing on where the UHNW space is going. I’m currently leading a fascinating project with a company that understands this. This is a brand with real heritage, deep resources, and the courage to think differently about how they en

... the intersection between rarity and relevance. Every era of luxury ends when its leaders fail to defend it. Every brand has edges: these define how far you’ll go for growth and what you’re willing to sacrifice to keep the brand’s core meaning intact. But most brands blur them. They democratize their icons. Dilute their voice for "relevance". They sacrifice genuine connection in the name of efficiency. And then they wonder why they are fading or struggling or simply becomi

And in 2025, it’s akin to declaring that water is wet. This isn’t strategy. It’s nostalgia. Personalization has been the vocabulary of luxury for decades. It’s the language every serious brand has already spoken, scaled, and saturated. From boutique houses to global icons, the concept has been polished so thoroughly it’s lost its edge. So when Hyatt presents it as revelation, it doesn’t feel visionary. It feels like déjà vu. Luxury has always been personal. The question isn’t

We’ve all done it. The food is fantastic. The ambiance is stunning. The service is impeccable. But the meal is…. instantly forgettable. Or worse: Forced. A restaurant leaning on theater to disguise the fact that there’s no real experience underneath. In luxury, those tricks might feel novel for a month, but they have no staying power. That’s the epidemic right now: flawless service with zero impact. Too many brands confuse service with experience. Or mistake extravagance for

When your name, face, and fortune are endlessly indexed, published, and pursued, what becomes priceless is the ability to vanish. To exist beyond the algorithms. To live where no spotlight can follow. But disappearance creates a different hunger: community. Because at this level, the rarest privilege isn’t another profile, another award circuit, or another publicized “can’t-miss” summit. It’s to belong somewhere private. To be among peers who’ve also stepped off the grid. And

It isn’t. Time is managed by gatekeepers. Attention is ungovernable by others, and that’s what UHNW clients protect most. In fact, across luxury, attention is the ultimate measure of engagement. And in an industry drowning in noise, we’re seeing the rise of luxury’s attention deficit. I once watched two moments unfold back-to-back at an art auction: 🔹 A $20 million painting crossed the block. The room barely blinked. A polite round of applause, and eyes went back to phones.

.... we spent six months re-engineering - designed to break the tired UHNW corporate event blueprint wide open. How the old model presents itself (and how we rewrote it): 🔹 The old model centers event design on “exclusive access”. But this audience already lives behind the velvet rope. Rare access is routine and holds no weight. We built experiences that move beyond access - anchored in meaning, depth, and enduring value. 🔹 The old model promises “impeccable five-star servi

I still hear brands talk about personalization like it’s progress - but in this space, it’s proof that you are already way behind. In...

Here’s the thing: most companies think about being “customer centric” as the goal. They obsess over their customer and try to build...