Build what lasts.
“One of the true global experts on Growth, Innovation, and Customer Experiences.”
The Foundation Theory: Scale, Doesn’t Break Brands—Weak Foundations Do. Brands That Endure Stay True to Their Story.
The hardest work in leadership isn’t growth—it’s alignment. Strong foundations demand uncomfortable conversations, clear trade-offs, and the discipline to say no.
After leading inside global brands such as Amazon, LVMH, and Kohler, and leading teams for Airbnb, Verizon, and Coke, I’ve observed the same pattern. The brands that last don’t avoid discomfort. They choose the appropriate kind of discomfort early, intentionally, and in service of what matters most.
“Anthony is a rarity. He is THE BRIDGE. He bridges decades of leadership experience with state-of-the-art digital expertise. He bridges brand experience and leadership, with technology and data-driven craft. He helps teams and businesses grow. You will love hearing him speak and it will change your organization.”
Martin Albrecht | President | CROSSMEDIA
The most dangerous moment for any organization isn’t decline.
It’s growth.
I work with organizations, leadership, and brands during moments of growth, change, and pressure. My work helps organizations strengthen their foundations so that growth reinforces who they are rather than erodes it.
With decades of experience inside some of the most high-stress companies, I’ve become a recognized leader in business, marketing, and brand. With my global roles at LVMH and Airbnb, and my long Amazon experience (Amazon shares leaped from $325 to $ 2,150 during that period), I speak passionately about Foundations, Leadership for Growth, and Customer Experience. My approach is refreshingly simple and offers hard-earned, practical advice. I also run a C-Suite/EVP/SVP Workshop on becoming Amazonian.
EAT THE DONKEY
Why Great Companies Embrace Discomfort.
This book is about what strong organizations do when growth, scale, and pressure expose what’s real. It’s not about motivation. It’s about discipline and the uncomfortable decisions leaders must make to survive and protect what matters.
Across Amazon, WPP, Airbnb, LMVH, and global leadership roles at scale, I’ve seen the same pattern repeat:
Companies don’t fail because change is hard.
They fail because they avoid the discomfort required to stay aligned.
Eat the Donkey introduces The Foundation Theory—a practical framework for leaders who want to grow their brand, culture, and identity rather than dilute them.
The book is for leaders who:
Feel scale starting to pull their organization apart
Sense cultural drift before the numbers show it
Know the hard conversation is coming, and want to lead it well
My journey from the Australian outback to global boardrooms taught me this: discomfort isn’t the obstacle; avoiding discomfort is the obstacle. That perspective followed me across the globe, where I learned that the hardest lessons, both personally and professionally, are the ones that matter most.
This book is for leaders who are willing to learn forward rather than be defined by what went wrong.
“Anthony outshined the other speakers and seats on the panel, including Gwyneth (Paltrow), in both personality and charm.”
Michael: Deloitte Digital
