Redirecting.work

questions like how many business partners do we need, what should be centralized, what systems enable real impact?” he recalls.

 

But over time, the nature of the work changed—and so did Andrew’s passion for it.

 

Several consulting engagements in a row ended in frustration, often because new CHROs changed course or because transformation efforts became tech-led rather than purpose-driven. “Clients would say they wanted to transform HR,” Andrew says, “but what they meant was implementing Workday/SuccessFactors.” It wasn’t enough. For someone deeply committed to behavioral science and organizational design, this was the breaking point.

 

Meanwhile, life happened. Emigration, family transitions, and the loss of loved ones brought urgency and reflection. He began questioning not just how HR could be better—but how work itself could better serve people. It was a pivot not away from work, but toward meaning.

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The Transformation Process

Andrew started writing.

 

First a book proposal, then—when the pandemic rendered it obsolete—a blog. His Workforce Futurist newsletter became a vehicle to explore the big questions: How should data power work? How can we future-proof skills and systems? What will organizations need to thrive in 2035? He now writes and publishes weekly the Work 3 Newsletter.

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His early work on blockchain in HR caught the attention of Don Tapscott, who invited Andrew to contribute to research on decentralized, verifiable credentials. His paper with the Blockchain Research Institute was the first industry paper on the use of Blockchain technology to transform the market for skills, talent, and training. That opened the door to deeper collaborations—with startups, global foundations, and social impact organizations like Jobs for the Future. “The best part was finding my people—those who shared a vision for better, fairer work systems,” he says.

 

• His paper with the Blockchain Research Institute (Don Tapscott) was the 1st industry paper on the use of Blockchain technology in Work Tech which you can download and read here.

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Along the way, Andrew emphasized building in public. “You meet allies by writing,” he notes. His most recent collaboration with Matteo Cellini merged their newsletters into a joint venture called Work3, boasting over 30,000 subscribers and growing. Together, they plan to launch webinars and products for their global community.

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Andrew also draws from a formative pivot earlier in life. In the mid-1990s, he earned a master’s in cognitive science and AI—decades ahead of today’s hype cycle. It was an interdisciplinary program with psychologists, philosophers, computer scientists, and linguists wrestling with the same questions today’s AI labs now face. “That year shaped how I think,” he says. “Collaboration across disciplines is where real insight lives.”

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Current Role and Reflections

Today, Andrew works as a workforce strategist, speaker, and writer, advising organizations and shaping discourse on the future of work. His week-to-week includes publishing on Substack, speaking globally, and consulting with forward-looking companies and universities.

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What drives him? “I want to take stones off people’s backs,” he says. Whether it’s simplifying work systems or exposing inequities in opportunity, his approach is deeply humanist. “Helping others find purpose and agency—that’s the work.”

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He also reflects on the challenge and freedom of becoming an entrepreneur. “The leap from employee to business owner is a big one,” he admits. “But it’s also incredibly liberating. You get to ask: what do I want to build?”

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Advice to Others

Andrew’s pivot lessons are sharp and practical:

• Find your people. Whether it’s a niche online or a local community, seek collaborators who share your values and vision.
   

• Build in public. Write, speak, or share your ideas. It’s how people will find you.
   

• Experiment. Don’t wait for perfection—try small things and see what resonates.
   

• Think like a business. Understand your revenue streams and create buffers. Sustainability matters.
   

• Define your brand. “Be clear: this is what I stand for,” he advises. That clarity opens doors.
   

And finally, invest in yourself. “Everyone should have a lifelong learning budget,” Andrew says. In a world where 100 micro-careers may replace the traditional three or four, learning is not optional—it’s your edge.