ABOUT

Founder's "Why" 

I founded ArrowHead³ in 2007 with a conviction that even the most complex, technical products deserve a human face and an compelling story. Too often, sales and marketing teams lead with features and jargon, overlooking the deeper purpose—the “why” behind their product. My mission is to help teams uncover their story: the one that engages the buyers, unites the team, and wins the story war.

I’ve had the privilege of working with companies like Siemens, SAP, Oracle, Johnson & Johnson, and national policy think tanks—many of them bringing me back again and again. Through my ArrowHead process and StoryArc methodology, I guide teams to frame their product around its greatest purpose and tell their story with trust, passion, and clarity.

I live in  Idaho, with my wife, Anita, where we raised our five children. When I’m not coaching, you’ll likely find me in my woodshop, practicing a little “wood therapy.”