Perspectives

Commercial thinking.

Practical perspectives on strategy, due diligence, pricing, and AI. No filler.

AI Operations  ·  May 2026

How to Set Up AI in Your Business That Works

Most AI efforts stall as pilots. The system I actually run, in five layers built in order: governance, context, people, agentic workflows, and agents that work overnight.

AI Strategy  ·  May 2026

The AI Question Executives Keep Asking Wrong

A pattern from six weeks advising on AI in private equity, logistics, and industrial. The question companies ask, the better one they should, and three questions to run before any AI initiative.

Commercial Due Diligence  ·  April 2026

What Commercial Due Diligence Actually Covers

CDD is not a market report with a recommendation bolted on. Done properly, it is the primary test of whether an investment thesis holds under scrutiny. Here is what that actually means.

Pricing Strategy  ·  April 2026

Five Questions Every Pricing Review Should Answer

Most pricing problems are information problems. These five questions surface what is actually happening to price, margin, and value capture before any strategy decision is made.

Market Analysis  ·  April 2026

How to Size a Market Without Buying Expensive Reports

A market research report will cost up to €25,000 and will likely be wrong in ways you cannot detect. Here is how to build a more credible estimate yourself, faster and for almost nothing.

Go-to-Market  ·  April 2026

Why Go-to-Market Strategies Fail in the First 90 Days

Most GTM failures are not execution failures. They are design failures that become visible only after launch. These are the four root causes and what to do instead.

AI Strategy  ·  April 2026

What AI Can and Cannot Do for Commercial Strategy

A grounded view from someone who builds AI tools every day: where AI genuinely accelerates commercial work, where it breaks down, and how to use it without fooling yourself.

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