I'm Zsike Peter, the writer behind Thinkbait.

Before I can write for you, I need to understand how you think. The interesting material is often in the reason behind an answer, particularly when you have worked in a field long enough to forget how much knowledge that answer contains. Interviewing gives me a way to examine it with you.

I began as a journalist and broadcaster, then spent nearly twelve years at Airbus, working in communications and later in skills and competence. Today I work with founders, CEOs and experts on positioning and human writing.

Writing in somebody else's voice involves understanding their judgement as well as their language. I need to know where you would qualify an argument and which assumptions you would question. That understanding develops through conversation and through the editing, where an almost-right sentence can reveal something we have not yet understood properly.

I am the author of Thinkbait: The Definitive Guide to Reclaiming Human Creativity in the Age of AI, as well as The Tells and The Architecture of Attention. My books examine the relationship between writing and thinking, including how expertise becomes understandable to a potential client.

I'm based in London and work with clients internationally.