About

We help businesses come to terms with a world where content is easy but strategy, nuance and meaning are still just as hard.

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Why us?

AI has changed the game in lots of ways, but not the value of craft.

In fact, with lots of businesses using AI and settling for close enough, craft is a new competitive difference.

We are senior craftspeople who know how to spot the gap between great, good and rubbish.

That’s the human 10%. The millions of judgments and decisions we’ve spent decades learning how to get right.

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Who are we

This is our core team. For specialist projects, we have a wide, trusted network of creators, producers and developers who all meet the same senior bar.

Matt Henkes

Founder & Director

Matt had the idea for the human 10% when he saw businesses increasingly (and often unknowingly) risking audience trust with poorly crafted AI content. His background in business journalism and decades as a copywriter have honed his sense of how to empathise with audiences. Matt is a writer, marketer and strategic communications specialist (and honks a mean blues harmonica).

Jay Roerade

Head of Design

Award-winning, multi-disciplined artist and designer. Jay has spent the last decade creating beautiful work for agencies and clients internationally on projects covering design, illustration and typography. A true artist, Jay is in love with his craft and given half a chance will talk your ear off about it.

Hannah Vincent

Copywriter & Content Strategist

Hannah is an experienced marketer and skilled copywriter and content strategist with a background in SaaS and enterprise technology. Her speciality lies in aligning communications output with brand identity, strategy, and business growth objectives.

James Bourne

Journalist & Writer

Over 15 years as a business journalist working beats across technology, communications, SaaS, sustainability and marketing. James digs into the detail and grills client-side experts to help businesses unearth editorial insights and decide which stories best serve commercial objectives.

Sam Grimshaw

Creative Web Developer

A WordPress developer with over sixteen years of experience designing and building for the web. Sam combines a creative eye with solid problem solving.