Strategic moves start with a different question.
I work with B2B software leaders and investors to find the critical business challenges hidden behind familiar categories—and help companies develop a more consequential position.
Why I look at categories differently
Years of commercial and operating work in B2B technology taught me that making an established product easier to sell doesn't necessarily make a company harder to replace. What changes the relationship is a distinct, credible perspective on the business challenge the customer needs to solve.
At Piano, this shift moved publisher conversations from product requirements to building a direct-to-consumer revenue business. Read the story of how two salespeople signed exceptional four-year agreements without a new product release.
Research and advisory, together
The research reconstructs category history and tests where strategic openings may exist. Advisory applies those findings to a specific company's capabilities, economics and competitive choices.