“We’ve got a bit of a running joke in the studio: WWTD – what would Toss do? It started off as a throwaway line, but it’s actually how we’ve come to approach some of our biggest decisions. When you’ve worked with Toss, his voice sticks with you. Not because he’s loud, but because he’s clear. He helps you cut through the noise, focus on what matters, and back yourself when it counts.

Edition was co-founded by my wife Jodie and I, and we still run the business day to day. We don’t have a board, or investors, or anyone to report to, which can be both freeing and destabilising. One of the most valuable things Toss does is validate the things we already half-know. He never forces his own agenda. He listens to ours, interprets it, and sets out how we’ll achieve it. Sometimes that guidance is strategic. Sometimes it’s mindset. Always, it’s grounded in a genuine understanding of who we are and how we work.

We’re a design-led business. Brand, UX and creative detail are central to what we do. Toss gets that. He doesn’t just speak in numbers; he understands the nuances of creative industries, and the commercial realities we operate in. He knows that good brand strategy is good business, and he’s helped us treat it that way.

Since working with Toss we’ve seen consistent growth, and are now tracking to place on the Deloitte Fast 50. Toss hasn’t made that happen, it’s a credit to us as a business, and he’d be the first to say it. What he has done is hold us accountable, challenge us to think bigger, and give us the confidence to follow through.

He shows up with sharp thinking, contagious energy, and total commitment. It never feels like you’re one of many. It feels like you’ve got someone in your corner who genuinely cares, and who’s right there with you, helping steer the next move.”