I help organisations shape a coherent value proposition by aligning brand, product and experience so that the value delivered is relevant to customers, viable for the business and consistent with the brand.
Sometimes these dimensions evolve independently, and when this happens, the offer risks losing relevance and missing targets. My focus is on strengthening organisational alignment, ensuring that strategic intent, customer relevance and delivery feasibility are translated into decisions that teams can execute coherently.
This means connecting direction, portfolio logic and experience principles into a single decision-making framework, that what the market expects and what the organisation can deliver stay connected throughout the decision process.
Positioning & Value Definition
Clarifying how the brand competes and which signals shape perception, translating intent into a direction that can orient choices across products and experiences.
Offer Structure & Portfolio
Defining the logic behind category roles and portfolio evolution, so that decisions on where to focus and how to allocate resources follow a coherent rationale.
Experience Direction & Value Signals
Establishing the principles that determine how value should be recognised in products, services and environments, giving design and operations a consistent and customer-relevant frame of reference.
Feasibility & Organisational Fit
Ensuring that strategic options remain compatible with operational and financial realities, so that direction, capabilities and scale requirements stay aligned over time.
I look at direction, constraints and consequences as a single system.
My approach is to clarify the logic behind choices, reduce ambiguity and define the conditions under which decisions remain viable over time.
This means giving organisations a structure that links ambition, capabilities and the practical realities of execution.
I work mainly in design-driven, lifestyle, hospitality and premium consumer contexts, from emerging concepts to established brands.
In these environments the offer usually spans products, services and the operational systems behind them, which creates choices that must connect direction, capabilities and delivery.
My focus is on translating strategic intent into a structure that guides decisions across teams and markets, especially when organisations are scaling, repositioning or rethinking how the experience should be delivered.
Most of my work happens when organisations are redefining the value proposition, a format or a customer experience, whether developing a concept, shaping product a category or rethinking an experience.
If you’d like to get in touch, just drop me a message.
