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Proof of the Pudding

For over 15 years, I have helped company leaders make better choices with confidence:

  • How should you position against competitors?
  • Which service or product features will customers pay premium for?
  • What offerings have the highest growth potential?

Recent Cases

Increasing market share through digital services

The challenge
A group of funeral homes wanted to increase its market share through digital. Market research revealed that conventional online advertising generated a negative ROI for the funeral‑home network, whose business depends heavily on trust and word‑of‑mouth referrals.
The approach
• Conducted mixed‑methods research (interviews, market research) on offline customer journeys
• Facilitated internal workshops to co‑create a digital‑services roadmap focused on trust‑building touchpoints
• Defined a phased roll-out plan
Outcome
New online presences for the undertakers, with a clear value proposition and digital services that increase customer satisfaction.

Commodity building product positioning

The challenge
An insulation manufacturer did its marketing primarily through its website. The site was technically outdated and communicated only product specs, missing the shift toward value‑based messaging demanded by marketers.
The approach
• Interviewed stakeholders across the value chain (investors, architects, engineers, contractors) in 12 EU markets
• Synthesise internal and external insights into a single value-centric positioning
• Built a phased website roadmap and guided the feature roadmap, website redesign and copywriting
Outcome
Increased website traffic, increased marketing ROI and an improved business focus.

Ordering platform user adoption

The challenge
A large manufacturer of agricultural fencing wanted to roll out an ordering platform for its US distributors, but was worried it would get little use.
The approach
• Ran a week‑long, cross‑functional workshop aligning business objectives (reduce manual order entry, free sales time) with distributor pain points
• Produced a validated feature backlog prioritized by business impact and distributor value
Outcome
Platform uptake was a success. Because of this success, the client has copied the approach for other internal projects as well.

Core product strategy

The challenge
A leading administrative software manufacturer wants to stay ahead of the competition on a product level but is at a loss where to begin.
The approach
• Conducted internal stakeholder interviews, customer advisory board sessions, and competitive gap analysis.
• Recommended a strategic pivot
• Guided the executive roadmap and secured buy‑in from engineering and sales.
Outcome
The client is now executing on the new strategy.

Stormy weather marketing strategy for a publisher

The challenge
Upcoming regulatory reforms threatened to push existing publishing customers toward rival suppliers.
The approach
• Mapped the churn risk for both current and prospective customers
• Designed a dual‑track acquisition/retention strategy that identified “switchers” on both sides
• Collaborated with sales, product, and legal teams to roll out the new strategy.
Outcome
The execution is on-going and the client has already adopted the same strategy for its other markets.

Rebranding of a European industrial packaging giant

The challenge
New brooms sweep cleaner, and the new CMO of this client wanted to refresh the (admittedly) outdated brand, starting with the website.
The approach
• Conducted a brand‑audit and audience segmentation study
• Built a new information architecture aligned with the refreshed visual identity.
• Oversaw copy strategy, SEO migration, and launch communications.
Outcome
Leads have increased in both quality and quantity.

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