I work with experts to shape, extend and amplify their arguments and strengths.
Books, ghostwriting, thought leadership and local AI workflows for founders, specialists, speakers and small businesses who know more than they have written down.
Over two decades as an advertising creative director. Two books of my own since, and a third on the way. The work is always the same: find the one clear shape a large body of knowledge wants to take.
Writing Books
My own books, written and co-written: business, AI and fables that teach.
See the booksGhostwriting Books
Your expertise, your voice, a manuscript you would sign.
How it worksThought Leadership Writing
Features, series, keynotes, workshops and masterclasses.
See the workLocal AI Workflows
AI working on what your business already knows, on your own computer.
How it works
Screenshots from my Upwork profile: one client, a paid trial and then the build, 5.0 on both.
Books with my name on the cover.
Each one began as an argument I could not leave alone, and was built the way I build books for others: one claim, a spine a reader can use, and every fact checked.
A third, CoPlay: AI for Non-IT Professionals, is on its way.
Open the book cards (PDF)
AI for Non-IT Professionals
Your book, in your voice, on a spine a reader can use.
Most expert books fail before the first chapter: they are a life told in order when the reader wanted a method, or a method with no life in it.
The first thing I do is choose which book yours is, with you. Then the spine: one claim, a chapter map that says what each chapter proves, and one sample chapter in your voice. You approve the spine before the rest is written.
What you give: about an hour a week.
Talk about your book See the workArguments that hold up in print and on a stage.
A byline, a series and a keynote are the same job at different lengths: find the claim a reader could disagree with, then earn it.
- Going forward: the rise of forward deployed careers and the future of professional work in the age of AIThe Economic Times (ETEducation), September 2026. Co-authored.
- Two features in BW Businessworld's Marketing Whitebook2021-22 and 2023-24 editions. Co-authored.
- The Great UnbundlingA 7,000-word feature on how professional services came apart, researched across thirteen countries, with 74 endnotes.
- A 10-part mentorship seriesAbout 23,900 words on LinkedIn for a senior surgeon, from his notes, in his voice. Name withheld by agreement.
A keynote, a masterclass and a workshop on one subject are three different products. I build the research pack, the argument, the script, the deck, the handout and the exercises as one system, so a subject can be delivered at 15 minutes or at 90 without being rewritten.
The speaker's name stays private by agreement.
And my own: a masterclass, CoPlay: AI for Non-IT Professionals, for the Federation of Indian Chambers of Commerce and Industry (FICCI), Hyderabad, India, October 2026.
Plan a piece or a talk See the workWhat AI should do for you, what it can't, and what it shouldn't.
For founders, clinics and small businesses. It starts with a knowledge base of what you already know: your services, policies, past answers and voice. Then the workflows that draw on it, for replies, content, briefs and reports. They run on your own computer, in tools you already use, and are handed over as files you keep and edit. The tool is the easy part; defining the use case is where the work is.
One example: for a storytelling page, I found where sameness was entering (the premise, the structure, the phrasing, the prompt line behind it) and handed over a codebook, a library and a prompt file for each stage. A number before, a number after.
Describe your workflow See the methodsWhat I do not do: software builds, integrations, or running your channels. For clinics, administrative and communication work only.
Former co-founder and creative director of Trikaal Advertising, where for over two decades the work was making companies say one thing clearly. Founder of tihnkering Ltd, where since 2019 I have done the same for people: experts, founders, speakers.
I write from Hyderabad and work with clients anywhere.