Joe has over a decade of experience in business analysis and requirements engineering in both industry and academia, combining practical experience across a wide range of verticals — from FMCG to media — with a strong engineering background, anchored in a behaviour-driven approach to building solutions for customers. He uses this experience to allow him to translate with high fidelity between business and technical perspectives.

His practice is focused on finding simple principles in complex problems, improving the traceability of requirements, and balancing stakeholder perspectives across large and complex organisations, establishing common purpose and strategic alignment between disparate groups. He is a great believer in taking the practical learnings from one industry or discipline and using them to improve others.