The subjects behind the work
Expertise
The commercial decisions behind the work: where to play, what to charge, how to make revenue repeatable, where AI helps, what the market is saying, and how functions align around one number.
The record
Six commercial decisions, examined end to end.
Each page sets out the situation, the decision, the method and the question that remained.
ICP, positioning, segmentation and channel mix for new offerings and new-market entries: deciding who to win first, why they should care and how the offer reaches them.
Read the work behind it →Willingness-to-pay, pricing models and tiers, and the funnel constraints that quietly capped win rates. One of the fastest levers in the work, and the one least often examined.
Read the work behind it →The operating system beneath growth: funnel modelling, sequencing, forecasting and capacity planning across markets. The infrastructure that made a number repeatable.
Read the work behind it →Sales-pipeline infrastructure from discovery through hand-off, with AI carrying the work that used to consume the week.
Read the work behind it →Competitor and trend tracking paired with financial modelling that turned a hunch into a revenue forecast: the analysis that made a bet an informed decision.
Read the work behind it →Leading a market and its enterprise accounts: coaching teams and aligning sales, product, marketing and finance around one number.
Read the work behind it →Bring the question you're working on.
Research, a guest lecture, or a commercial question.
A short note is enough to give it shape.
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