TWO AREAS OF WORK
Business Technology. Business, Group & Premium Travel.
I work in two distinct markets. My technology work focuses on helping organizations understand systems, suppliers, interconnected requirements, and complex technology decisions. My travel work focuses on business, group, conference, cruise, and premium leisure travel.
They are separate services with separate customer journeys. The common thread is simply how I tend to work: understand the outcome, research the options, make the tradeoffs clearer, and bring the right people together.
WHAT I BRING TO THE TABLE
A combination of technical depth, market research, relationships, and orchestration.
EXPERIENCE
My perspective comes from working on both sides of complicated decisions.
My work has included technology modernization, communications, infrastructure, cloud, cybersecurity, business systems, CRM, supplier evaluation, procurement, stakeholder coordination, and advisory work across public-sector and business environments.
Over time, that experience reinforced something I kept seeing: organizations rarely struggle because nobody can sell them technology. They struggle because the business problem crosses too many technologies, suppliers, departments, budgets, and priorities.
That realization shaped what I now describe as Technology Orchestration—starting with the outcome and coordinating the technologies, suppliers, specialists, and decisions required to support it.
WHY STRAIGHTFORWARD
Straightforward is more than the company name.
Straightforward, LLC is the company behind the services I provide, but the name also describes what I want the experience of working with me to feel like.
Complicated does not need to mean confusing.
My job is not to pretend every decision is simple. It is to ask enough questions, research enough options, and understand enough of the moving pieces that the path forward becomes clearer.
That is the idea behind Straightforward, LLC.
Services and fulfillment are provided by Straightforward, LLC.
HOW I THINK ABOUT ADVICE
Relationships open doors. The outcome still comes first.
I work with suppliers, partners, platforms, agencies, and affiliate programs across technology and travel. Some of those relationships may result in compensation when a customer purchases or books through me.
Those relationships give me access to options—but they should not define the problem we are trying to solve.
I want the recommendation to begin with the outcome, requirements, people, and tradeoffs involved. When a commercial or affiliate relationship is relevant, I believe it should also be understandable.
THE COMMON THREAD
I like figuring things out.
New technology, unfamiliar markets, difficult procurement questions, unusual destinations, complicated projects—I am naturally drawn to situations where the answer is not immediately obvious.
The work I enjoy most starts with a question such as:
“What are we actually trying to accomplish, and what would it take to make that work?”
From there, we can research the possibilities.
START A CONVERSATION
Have something complicated you’re trying to make easier?
Choose the area closest to what you're working on. For partnerships, speaking, media, collaborations, or something else, contact me directly.