Insights
Insights for leaders making consequential growth decisions.
Category, market framing and GTM problems often become visible only after execution has started.
Here, the focus is on decisions that should have been tested earlier, and what leaders can learn from them.
The questions behind the execution.
Why does a strong company get compared with the wrong competitors?
When is a GTM problem actually an execution problem?
When does entering a new market expose a weak frame?
What happens when AI makes execution faster than leadership can make the underlying decisions?
Why can investors, founders and commercial teams see the same company differently?
These are the questions explored here.
Built from operating experience.
The thinking here draws on three decades building and scaling enterprise software across EMEA, from my own startup to ServiceNow, Snowflake, Tanium and Quantexa.
Published thinking, and the proof behind it.
Category Risk · Investor Edition
A two-page briefing for investors and boards on the market interpretation capital is about to fund. Openly readable, in English and Dutch.
Reference cases
Decision proof rather than thought leadership: what a real company decided, and on what evidence. Held in the governed estate and sent on request.
Something here looks familiar?
If one of these questions matches a decision your company is facing, test it before more execution goes behind it.