Thought Leadership Writing

Most work is won before anyone picks up the phone. Someone asks a person they trust for a name, then goes looking before they make contact.

By the time that search happens, a partner who has been publishing for a year is somebody they have already read. That is worth more to a firm than anything it can say about itself.

Your published work has a second reader now

When someone asks an AI assistant to suggest advisers in a particular field, the answer is built from what has been published about those people and where it appeared. An article in a trade title the profession respects counts for a good deal in that answer. Something sitting on a firm’s own website counts for less.

This is not theory for me. A corporate finance client found me through an AI search before anybody recommended me.

What it asks of you

Most partners expect this to eat their time. It does not.

Each piece starts with a conversation, usually about half an hour. I write it, edit it, pitch it to the editor, and write the LinkedIn version that goes with it. You read the draft, tell me what is wrong and approve it. It appears under your name.

What I cannot do is have the opinion for you. That part has to come from you.

Where the writing appears

I write regularly for Accountancy Ireland, where my work has appeared every few months since 2025, on client feedback, how clients choose advisers, referrals, planning and growth.

I also write for Business Plus and for PM Forum.

For the Law Society of Ireland I wrote Marketing in Practice and Growth in Practice, the marketing and growth guidance published to member firms as part of Practice Essentials.

There is a selection of my published work on the Insights page.

I know your world

I have spent more than twenty-five years inside professional services, working with nine of Ireland’s top twenty accountancy firms and with firms in the UK and the US.

A writer who has never sat in a partners’ meeting can produce something perfectly readable that no partner would put their name to. The hard part is knowing which of a partner’s opinions is worth publishing, and which one causes a problem on Monday morning.

How we work together

We agree on the themes and the publications before anything gets written.

Some partners want one piece for a particular moment, such as a new practice area or a conference they are speaking at. Others want something appearing every few months, so the name becomes familiar over a year.

This is writing that goes out under a partner’s name. Sector reports and website copy are a separate job, covered on the copywriting for professional services page.

Start with a conversation

For a confidential discussion, please contact me directly by email.