The pattern started early.
My career doesn't fit neatly into one industry. That wasn't intentional. But there's a thread that runs through all of it.
Understand something → improve it → package it → explain it → sell it.
Kernpropositie
I take complex businesses — technical, messy, stuck — and make them understandable, buildable and buyable.
Business × Product × Technology × Commercial, in one head. Most companies don't have a sales problem, a product problem or a tech problem. They have one problem that shows up in all three. That's the one I go after.
What I bring to the table
- Root-cause diagnosis — I find the problem underneath the problem before anyone spends money on a solution.
- Proposition & pricing — Turning complex, technical value into something a buyer understands and pays for.
- Productisation — Making the repeatable part of your work into a product, a module or a price.
- Commercial execution — Sales motion, pipeline and positioning — built, not just advised on.
- Structure before intelligence — Information architecture, process and data modelling so tech and AI actually help.
- Teaching it — 17+ years of lecturing means your team keeps the method after I leave.
The story, short version
- Selling game discs at school — and reinvesting everything in technology.
- Building computers, then designing things people actually wanted.
- Italy: design, culture, and learning how taste travels.
- Analysis and consulting: how processes really behave under pressure.
- Teaching business, product, sales and technology for 17+ years.
- Sales, then product, then SaaS — from selling to shaping what gets sold.
- Entrepreneurship: CASK, SCØRECARD, DRE.
The point isn't the chronology. It's the recurring behaviour.
The thread
- Pattern — Identify the root-cause problem, untangle and solve it.
- Position — Look at where the market is aiming — build for what is coming.
- Proposition — Make complex things understandable, usable and buyable.
Selected experience
- Owner / Commercial & product lead — CASK Software · 2016—2024
- Co-founder — product & commercial — SCØRECARD · 2023—now
- Commercial & product leadership — Software / telecom / govtech · 2005—now
- Lecturer — business, product, sales, technology — Higher education · 17+ years
Need hands-on training for your team — and results?
No slideware. Bring a real problem from your own business. We take it apart, find the root cause and fix it on the spot — with your team in the room, learning the method while it happens.
- Show me your problem — we work on yours, not a case study
- Half a day to two days, on site or remote
- Your team leaves with the structure, not just the answer