Lucid Labs exists because the obvious question isn't always the right question.
We live in a world obsessed with answers.
But every solution is shaped by the question that came before it. If we're asking the wrong question, even the best execution can take us in the wrong direction.
Lucid Labs grew from a curiosity about what sits underneath those questions — the assumptions, behaviours and patterns that shape how people and businesses make decisions.
Experience Across Industries, One Consistent Question: Why?
I've spent more than a decade working across marketing, strategy and audience development in FMCG, luxury, sport, entertainment and digital media.
My experience has ranged from coordinating on-the-ground events to leading regional marketing initiatives, audience strategy and commercial recommendations across Asia-Pacific, Europe and North America.
The industries changed. The underlying questions didn't.
Why do some brands create genuine loyalty while others struggle to build lasting relationships?
Why do some ideas gain momentum while others disappear?
And why do organisations sometimes execute brilliantly before they've agreed on what they're actually trying to achieve?
Those questions continue to shape the work I do today.
HOW LUCID LABS WORKS
This way of thinking became Blind Spot — a strategic methodology for uncovering the questions, assumptions, and opportunities that shape better business decisions.
Continue the Conversation
If you're navigating a complex decision, challenging your positioning, or simply feel that the obvious solution doesn't quite fit, I'd love to hear what you're working on.
The most interesting conversations usually begin with a question.