My approach

Depending on the question and the type of support required, my work can take different forms:

Focused advisory for a specific decision or challenge
Short diagnostic projects to assess products, offers or opportunities
Hands-on strategic support across a defined workstream or phase
Ongoing leadership support for companies that need product thinking without building a full internal product function

Given the strategic and commercially sensitive nature of many engagements, collaborations are approached with a strong emphasis on discretion, independence and careful management of potential conflicts of interest.

About me

I have spent almost 20 years of my career working around complex products, both in multinationals and smaller organisations.

My work has taken me through product management, pricing, B2B market introduction, engineering, marketing and sales. Not as separate chapters, but as different perspectives on the same product. This has meant working where technology meets commercial reality, and the logic of one department does not always fit comfortably with that of another.

The technologies, markets and organisations have changed over the years, but many of the questions have remained unchanged. A product can be technically excellent and still struggle to find its place, it can satisfy its existing customers while becoming increasingly difficult to explain to new ones, and it can continue to improve while the positioning becomes weaker.

These questions gradually became the centre of my work. Not only what a product does or how it looks, but why it has taken its present form, which decisions still support it, which ones belong to the past, and how well the product, its market and the organisation behind it still fit together.

That is the perspective I now bring to my work as an independent product advisor.

Some of the products launched during my career

Leica Captivate (2015)
- Cross-portfolio software & sensor platform
Leica TS16 (2018)
- Robotic opto-electronic instrument
Leica GS16 (2019)
- GPS-based surveying system
Proceq GS product line (2021-2024)
- Radar for utility detection (subscription)
Proceq GM8000 (2024)
- On-vehicle subsurface mapper
Ask.Amberg (2026)
- Engineering app (pay-per-use)

LET'S TALK

How I read a product

A product never looks quite the same from every part of an organisation. Engineering, sales, marketing, design and management each hold part of the picture. None holds it entirely.

My work brings those perspectives together. I look at the product as a complete commercial system: who it is for, what it promises, how it works, how it is priced and sold, and the role it plays within the wider business. The most revealing questions often emerge where these elements do not quite fit. I call these product tensions.

The necessary facts are not always available. Some have never been measured, others are dispersed across the organisation or treated as certainties without being examined. In those cases, I build explicit hypotheses: plausible interpretations grounded in the available evidence, which can then be questioned and tested.

Seen together, these perspectives reveal what is shaping the product, which assumptions still hold and where the next decision may lead.

This accommodates all four dimensions: readiness to launch, existing direction, opportunities for improvement and suitability for expansion.