I work with B2B technology companies and founders who need to move from market intelligence to commercial traction, and who need that move to happen in markets where the standard playbook does not always hold. Over 19 years I have worked across the US, UK, EU, and APAC in roles spanning market intelligence, GTM strategy, and commercialisation. My experience includes IDC, Panduit, and the UK India Business Council, where I advised global technology companies on India market entry and how decisions actually get made on the ground. I also co-founded an AI mobility startup where I led GTM strategy and OEM engagement from the inside, with no precedent and no safety net. Most GTM problems are misdiagnosed. Companies fix messaging when the real issue is ICP. They commission research when the real issue is buyer interpretation. The market cannot buy what it does not understand, and my work focuses on identifying exactly where that understanding is breaking down.