Jonathan has always been obsessive. He must have been the only child in England with a bespoke leather cowboy belt and gun holsters that his Grandfather made for him. Since then he’s been pre-occupied with having the right thing. This search for what's the 'right one' to buy requires an enthusiastic search for information to discover the back story or the why of pretty much everything he does.

This obsessive tendency continues to drive him in his advertising career. He's worked at some of the best agencies, on some of the greatest brands in the world; such as Nike, adidas, Honda and Ford. The Obsessive web site is the manifestation of this madness.