About

Writer, creative strategist, mender.

This is the subheading where I’m supposed to tell you about “the power of storytelling” and my passion for brand marketing.

I mean, the storytelling part you can take as read. For my money, good writing is still the most enduring, precise and comprehensive way to get ideas out of one human mind and into another. It’s worth investing in good storytelling, because it’s hard to do but when done well, it lasts forever.

Brand marketing, as a creative industry? Not so much. Most of the time it’s a firehose of cynical fakery, flooding our heads and our feeds with a hollow simulacrum of emotional connection in a culture where our attention is already spread far too thin.

I have been a very successful brand and creative leader in the corporate world. I’m strategic, collaborative, and a skilled people manager. I have conjured excellent creative work out of minuscule budgets and inexperienced, remote teams. In the process, I have created a great deal of value for shareholders, while also doing my best to repair some of the damage caused by the prevailing cult-think of ‘move fast, break things’. In recent years, this has included protecting my talented creative colleagues from the hollowing out of their craft by AI overreach: the craze for crow-barring machine learning into spaces and use-cases where it has no additive value.

After many years in this industry, I’ve learned my lesson about trying to fix the system from within. So these days, I’m focusing on projects and organizations that are actively engaged in mending things, not breaking them. Because there are so many things that need mending, and because I hate waste - of time, resources, or talent.

In tandem with my commercial work, I write books in order to enquire into familiar topics in a slower, deeper, more richly-textured way.

My most recent book Curious Poses is a distillation of two decades of asking awkward questions about yoga, and trying to find the answers. (I have studied and practiced hatha yoga for more than 20 years, and taught professionally for 10 of those.) I hope it finds its way into the hands of other inquisitive yoga people and inspires them to keep digging.

I have also written books about comedy and trench warfare. Finding your niche is overrated.

To find out more about my books and other projects, go back to the homepage.

If I haven’t put you off yet and you would like to hire me for a commercial project on a freelance basis, I’d love to hear from you. It’s lucy[at]lucygreeves.com.