Start with the real decision
Define the choice, tension or obstacle before reaching for a framework.
Gerard Schweitzer
Experience is only useful when it helps now.
Brand strategist, advisor and company builder working with founders, leadership teams, agencies and investors.
I’ve spent more than three decades helping organizations understand people, articulate value and make difficult choices with greater confidence.
That experience spans advertising, brand consulting, market research, communications, emerging businesses and company building. The settings change; the central work does not: find the important question, get closer to the truth and turn it into action.
RocketLust is the advisory practice I use for selective work with teams that value senior attention, direct collaboration and clear thinking. I’m also Co-Founder and CMO of Simulacra, a causal AI and synthetic-data company.
What I bring is not another layer of process. It is perspective, curiosity, speed and an ability to connect the human truth with the business decision.
Clear thinking for consequential decisions.
How I work
Direct. Collaborative. Useful.
I work as a member of the team—client-facing or behind the scenes—with enough structure to create momentum and no extra machinery.
Use evidence well
Bring research, experience and competing views together without pretending certainty.
Leave something usable
Create language, choices and next actions that keep working after the meeting.
“Every organization looking to tackle a difficult strategic problem should start by having a conversation with Gerry.”
Peter GroomeAgency founder and CEO · Client CMO