My Approach

Always validate and address your customers’ needs – you thereby increase the desirability, feasibility and viability of any new value proposition. The specific activities and milestones within the general process of innovation will vary on a case by case basis, but they always involve three main elements: Explore, Ideate, Experiment.


The starting point is always the customer. You can listen, read and access copious amounts of data, but the most accurate method of exploration is by going and meeting customers – it applies to both Digital and Deeptech environments.

I have vast experience in running validation programs for startups and MNCs in search of new markets for their solutions. It starts with mindset AND methodology – too often the focus is on “fill in the tool and off you go.” It’s crucial that everyone is given the opportunity and encouragement to try new things. All organizations should strive for sustainable practices and businesses that matter, not short term results and quick wins.


Many define ideation as just a process – I disagree and will repeat that it requires the right mindset and methodology. Fail fast, learn quick, empower.

The main vehicle for driving change is through ideation programs. Custom-build for each organization I help organizations people think differently and devise new value propositions deeply embedded in customer insight. No market, product or economic climate is the same – even if you revisit them.


So…will this thing fly? That question can only be answered through experimentation. All the prior analysis can give you indications of possible success, but to truly gain confidence in the value proposition you must test the critical assumptions with real customers. Experiments fit in between qualitative research and product development and help gain confidence in the outcome of your value propositions based on structured thinking, creative doing and a skilled network of experts.

My Values

Customer First

  • Keep the customer top of mind in all we do.
  • Strive for customer empathy and immersion over data and hearsay.
  • Listen more, talk less.

One – Team

  • Inclusive and transparent in what I do and how I work with you.
  • Accept that good decisions can come from anywhere and anyone.
  • Check egos at the door.


  • Respect; for all and under all circumstances.
  • Trust; through open, direct and honest communication with everyone.
  • Integrity; doing the right things, at all times, even if no one is watching.

I recognize my star abilities and those I am less good at.

If required, I will collaborate with trust-worthy partners to deliver the best results.