Chris studied marketing in the UK and the States before joining Bass Brewers initially in Sales Management and then moved into Brands Marketing. His key roles included marketing Carling (Britain's largest retail brand) and running Grolsch UK, an international joint venture.
Thereafter, Chris ran his own marketing consultancy projects and taught and practiced Reiki, (a complimentary therapy).
Chris joined ?What If! In early 1998. Here he has worked with companies in generating creative solutions for their projects, on training their staff in the creative process and how best to implement an innovative culture into their business.
In August 2001 he founded 'The Learning Team' which is now a global training team of 40 and has developed the concept of 'Creative State™'. In 2006 Chris authored the book 'How to have kick-ass ideas' (Harper Collins) and became director to ?What If! USA.