How I think and work
Approach
The value of collaboration is not measured in deliverables alone. What matters is the way we approach problems, decisions, and opportunities.
Strategy before tactics
Every project starts with the question "why" and "where," never "how." Tactics without strategy is the most expensive form of marketing — it looks active but leads nowhere. My work begins with the decisions that define the tactics.
Less, but better
I don't promise to cover everything. I identify what has the greatest impact and focus all energy there. Most companies don't do too little — they do too much, too mediocrely.
Data as a compass, not a map
Data informs decisions, it doesn't replace them. I work with analytical thinking but respect that not everything essential is measurable — and not everything measurable is essential.
Partnership, not delivery
I'm not a vendor. I'm a strategic partner sitting on your side of the table. I share context, risks, and responsibility for outcomes.
Discretion and trust
I work with information that has strategic value. Trust and discretion are not a bonus — they are a prerequisite for collaboration.
What collaboration looks like
Understanding context
Before any recommendation, I need to understand your business, market, competition, and ambitions. Not superficially — truly.
Diagnosis and prioritization
I identify key growth levers and areas where change delivers the greatest impact. Not a list of fifty recommendations — three to five critical steps.
Strategy and framework
I create a strategic framework that serves as a decision-making tool not only for the current situation but for future choices as well.
Execution and governance
Depending on the nature of the project, I manage implementation, coordinate teams, or provide strategic oversight. Always with a clearly defined role.
Collaboration based on alignment
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