About me

I’m not
the creative genius in the room.

And that’s intentional.

When I walk into a workshop, I don’t try to impress anyone with brilliant ideas.
I don’t believe innovation fails because people lack creativity.

In most industrial companies I’ve worked with, there is more than enough expertise, experience, and technical brilliance.

What’s often missing is something else:

A clear way to decide.

Where this perspective comes from

I’ve spent more than a decade in product development and innovation environments.

I’ve seen teams:

build real products before validating assumptions
defend ideas because too much reputation was already invested
pursue multiple directions in parallel because no one wanted to choose
confuse technical progress with market evidence

None of this happened because people were careless.
It happened because early decisions were never made explicit.

That insight shaped the way I work.

What I actually care about

I don’t care about having ideas.

I care about whether an idea deserves commitment.

There is a difference.

Ideas are cheap.

Commitment is expensive.

Budgets.
Capacity.
Reputation.
Strategic direction.

Once these are attached to an idea, course corrections become difficult — sometimes politically impossible.

My work happens before that moment.

How I work

I guide teams through the uncomfortable space between:

“This seems like a good idea”
and
“We are ready to commit real resources.”

That means:

making assumptions visible
structuring options so they can actually be compared
separating enthusiasm from evidence
designing validation paths before investment

Sometimes I push.

Sometimes I pull.

But I always insist on clarity.

Not because clarity feels good —
but because unclear commitments are expensive.

What clients typically experience

Clients don’t come to me because they need more ideas.

They come when:

several directions seem plausible
strategic consequences are unclear
development is about to start
or circular / systemic changes affect the entire value chain

They sense that a decision is being made —
but it hasn’t been properly decided.

That’s the space I make manageable.

Proof without hype

Over the years I’ve supported industrial teams who:

reconsidered a premium product direction after testing real buying motives
prioritized competing ideas by making strategic trade-offs explicit
clarified value propositions before committing development budgets

The result is rarely “faster innovation” in the beginning.

It’s something more valuable:

Clearer decisions. Earlier.
And real speed once resources are committed.

Why clients still call me

Because I’m independent from their ideas.

Because I’m structured.

Because I’m comfortable asking the questions that slow momentum down —
before that momentum becomes expensive.

And because I care less about being right
and more about making the decision right.

If you’re looking for someone who doesn’t fall in love with ideas —
but insists on finding the right one before committing —
we should talk.