About
I like complicated businesses, simple processes and people who know what they're talking about.
I am naturally curious and ask a lot of questions. I tend to notice inconsistencies quickly, but I'm just as interested in what already works and should be left alone.
I like getting into a business properly: how it got here, what people have learned along the way, what has changed, and what they are trying to make possible next.
I'm pragmatic about the work. I think out loud, change my mind when there is a better answer, and don't believe every question needs to become a project.
Most of all, I enjoy working with people who care about what they're building and are good at what they do.
Background
I saw a global company from two very different levels: in the market, where global standards had to work in practice, and at the European headquarters in Copenhagen, where I studied how corporate strategy translated across countries.
I moved into B2B technology in 2017. At Midpointed, I worked across enterprise sales and commercial development, making complex technical capabilities clear and credible to senior buyers.
Then came Viima, an innovation management SaaS company later acquired by HYPE Innovation.
My work crossed category positioning and growth, innovation management, organisational change, measurement and intellectual property. I also wrote extensively about how strategy becomes something an organisation can execute, for Viima and The Future Shapers.
In 2021, I co-founded the marketing agency Norders, later Arc Studio. Over the next five years, I worked directly with founders and leadership teams as B2B companies entered markets, moved upmarket, changed offers and reconsidered their commercial position.
At the same time, I was building and running a company myself: winning work, managing delivery and partnerships, and making decisions about money, clients and direction.
Across that decade, I worked with more than 100 B2B companies. Somewhere along the way, the boundaries between disciplines became less useful.
A positioning question could really be about the offer. A sales problem could lead back to an earlier decision. A new market could change what the company needed to compete on. A brand question could look completely different when considered in the context of the whole business.
Today, I work across commercial strategy, positioning and strategic development, helping B2B companies identify opportunities, strengthen their market position and turn business priorities into practical work.
The Backbone Method
I founded The Backbone Method® to formalize a separate body of work around the company as a Decision System.
It independently examines how authority, accountability, operating rules and capital commitments are established in the documentary record before capital, ownership, leadership or governance changes the conditions around them.
Publications & Observations
A selection of writing from innovation management and strategy to commercial decisions, scale and governance.
Innovation Management Publications
Published through Viima, now part of HYPE Innovation.
Current writing through The Backbone Method®.