Hi, I’m JOE SEN.
I work with leaders and teams to frame and pressure-test strategy at critical decision points. My role is to bring clarity to the real options on the table, sharpen the logic behind them, and help teams move with conviction.
Most leaders don’t struggle with ideas — they struggle with choice.
My background spans strategy, marketing, brand, and leadership roles across tech, finance, and media. But what clients come to me for isn’t execution or frameworks. It’s judgment. The ability to frame the real question, surface the trade-offs, and make choices that hold up under pressure.
My Approach
I don’t start with prefab solutions. I start by tightening the frame.
Good strategy isn’t about having more ideas — it’s about making fewer, better choices that compound advantage over time. My work focuses on sharpening direction, building momentum where it counts, and stress-testing decisions before the organisation commits time, money, and reputation to them.
I work to sharpen strategy across three core areas:
DIRECTION
Where are we actually
trying to win?
Establishing competitive focus and priorities so leaders and teams are aligned on their next move.
MOMENTUM
What will move the business forward?
Shaping go-to-market, brand, and growth decisions that create traction, belief, and progress.
GRIT
Will our approach still work when things get hard?
Pressure-testing strategic bets, partnerships, and commitments to ensure the business is defensible.