35 Years Learning What Really
Creates...
Outvalue over Rivals.
Outvalue for customers.

Corporate Career

Three Phases That Shaped How I See Strategy

I would divide my career into three phases.

• The first phase: my sales role gave me a view of the outside world.
• The second phase: my roles in product management and marketing gave me a view of how the inside world interacted with the outside world.
• The third phase: my role of heading business enterprises enabled me to holistically view both the inside and outside with one view - "the outside-in-thinking view" - because the outside is where the results were, and the inside was the cause.

Later As a Consultant & Mentor

Strategic Consulting Practice

I built my consulting practice around one question: why do some businesses command loyalty, premium, and growth - while identical-looking competitors fight for scraps? The answer is never the product. It's rarely the price. It's almost always in the invisible architecture of how value is created, delivered, and experienced.

Founded an independent consulting practice focused on competitive strategy, value architecture, and helping businesses escape the commodity trap.

The Author In Me

Writing Strategic Edge

My corporate years did not give me the luxury of thinking about business strategy as an "aloof" topic. I always thought of strategy in terms of a "systems' approach." Why?

As a business head, my superior stakeholders in the parent company only wanted to see the return for their buck. Thus, I had to focus on the entity as a whole, striving towards the strategic goal. Anything that was not serving the STRATEGY was eliminated. Through my book — Strategic Edge, The Missing Piece of Strategy — I explore how companies create a meaningful EDGE over competitors, where AI-powered disruption is making customers compare you even if you're different. In a world where "customers always compare you," strategy must focus on how to gain an EDGE in whatever you do. All actions must be driven towards maximising the GAP with others in the marketplace. The sole objective is to increase the EDGE over rivals.