I’ve worked inside businesses, advised them and built them myself.

I started my career in sales and marketing before founding Tiny Spark, a business development consultancy helping technology businesses find and develop new commercial opportunities. I later co-founded innovation management technology company Solverboard, helping build the business from an idea through to its acquisition by Sopheon.

After the acquisition I joined Sopheon, working with major organisations on innovation and commercial strategy before becoming part of the team supporting the business through its subsequent private equity acquisition.

Since then I’ve worked with founders, leadership teams and established B2B businesses on everything from proposition and positioning to go-to-market strategy, messaging, marketing and business development.

Change Stack Advisory brings that experience together.

What I actually do

I normally get involved when a business knows it’s good at what it does, but isn’t explaining or selling it particularly well.

Sometimes the proposition has become too complicated. Sometimes the business isn’t sufficiently differentiated. Sometimes marketing is generating activity but not opportunities. Sometimes sales, marketing and leadership are all describing the company slightly differently.

And sometimes everyone knows something isn’t quite working, but nobody can put their finger on exactly what it is.

My job is to help work that out.

I get underneath the business, its customers and its market, find the things that genuinely make it worth choosing, and turn those into a clearer proposition, position and message.

Then we work out how to take that story to market.

Strategy is only useful when you can use it.

I’m not particularly interested in producing a strategy document that gets presented once and then disappears into a folder.

The work needs to survive contact with the real world.

That means turning the thinking into things people can actually use: website copy, sales conversations, campaigns, content, outreach, propositions, pitch decks and practical go-to-market plans.

Then we see what customers respond to, learn from it and improve.

It’s part strategy, part marketing, part business development — with a strong bias towards getting things done.

Small by design.

Change Stack Advisory isn’t a traditional consultancy.

Most of the time you’ll work directly with me. Where a project needs additional expertise — design, digital, content, research, technology or specialist execution — I can work alongside your existing people and partners or bring trusted specialists into the team.

It keeps things senior, flexible and focused on the problem we’re actually trying to solve rather than selling you a large consulting team.

Who I work best with

My sweet spot is established B2B businesses with something genuinely valuable to sell, but where the commercial story or go-to-market approach hasn’t quite kept pace with the business.

You might be repositioning. Launching something new. Entering a new market. Trying to make marketing work harder. Building a more systematic approach to business development. Or simply finding that the way you’ve always described and sold the business isn’t working as well as it used to.

You don’t need to know which bit needs fixing before we talk.

That’s usually where we start.