When a business is flying on instinct, my instinct is to build the instrument that proves or kills it.

Seventeen years in research, insight and strategy taught me that most expensive mistakes aren't decisions — they're decisions made without a way to measure. So I build the measure. A forecasting model Sanofi adopted globally. An industry-first Happiness Index. A 40-sprint understanding engine.

The receipts are real and they span nine industries — pharma to aviation, FMCG to real-estate tech. The thread through all of it: turning what customers actually do into something a P&L can feel.