Rob Elder, Director of The Good Brief.

I've spent 20 years leading brand and marketing strategy at Nike, Cadbury, CUB and Cotton On. I've built brands from the ground up, led creative transformations, and learned firsthand what separates the work that moves the needle from the work that doesn't.

What I've also learned is that most marketing problems aren't about effort or talent. They're about clarity. Businesses that aren't clear on why they exist, or on which levers actually drive their growth, end up spending before they're sure — and that's expensive. It's also avoidable.

That's why I started The Good Brief. To bring senior thinking to the front end of the problem, get you clear before you commit the spend, and match the right expertise to the right challenge — accountable for the outcome the whole way.