Build what lasts.
The Global Growth, Leadership, and Transformation Expert.
Grounded in real experiences and proven by results.
“95 % of purchase decision-making takes place in the subconscious. A deep brand level. The moment you stop selling products—and start wrestling with the uncomfortable questions about relevance, value, and meaning—you find clarity for your company, your brands and your customers.”
From a childhood in the outback to the world’s largest boardrooms.
I learned from an early age that clarity and discomfort will build what ease and comfort never will.
From birth to the end of high school, I spent countless years and months in the Australian outback and high country. These are places where survival isn’t theoretical, and comfort isn’t an option. You learned what matters, what doesn’t, and how to recover when things go wrong. In these climates, failure wasn’t an option.
That survival mindset followed me into business, where I held global leadership roles at Amazon, WPP, Airbnb, and LVMH. I’ve learned that organizations fail the same way people do: by avoiding the discomfort required to transform while staying true to their Foundations.
I’m a brand and business innovator, consultant, and keynote speaker. I don’t do incremental. I don’t do “that’s how it’s always been done.”
My work is about intentional change, making the hard calls, challenging assumptions, and resetting what no longer serves. I work with organizations that are ready to unlock long-term success.
“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
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.
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.
Ease is a greater threat to growth and progress than discomfort.
Most businesses are unwilling to make hard decisions early enough and die a slow death.
The hard decision to eat donkey was about survival, not comfort, not shame, not anything else. Making a hard decision now, for better prosperity later.
In business, I have witnessed the hard decision being avoided. A series of small, rationalized choices will quickly add up. Together, they quietly erode standards, clarity, and conviction. By the time leaders realize what’s been lost, the decision they’re facing is no longer about growth and future success; it’s about whether the business still has the courage to survive at all.
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.
“Anthony outshined the other speakers, including Gwyneth (Paltrow), in both personality and charm.”
Michael: Deloitte Digital
