Most strategy conversations start in the wrong place.
Companies build products based on what they think customers want. They write messaging around what sounds compelling to them. They price based on what feels right internally.
Then growth stalls. Deals stop closing. The team argues about what to change next.
I watched this pattern for 13 years inside Deutsche Telekom and T-Systems. Big budgets. Smart people. Real mandates. The same problem kept showing up. Internal opinion was being treated as customer reality.
It is not a stupidity problem. It is just the default. When you spend most of your time inside a company, internal logic starts to feel like truth. It rarely is.
The shift happened when I encountered Jobs-to-Be-Done. The framework changes the question. Not “what does the customer want?” but “what are they trying to get done, and why does our solution win or lose that decision?”
My mentor Peter showed me how to make this operational. Not a model to think with. A process to start from the demand side and work forward. So the insights actually turn into decisions.
I founded UTXO Solutions in 2022 to do exactly this. Help B2B teams replace assumptions with real buyer evidence. Then use that evidence to build strategy, messaging, and growth that holds.
The company name comes from Bitcoin. A UTXO — an unspent transaction output — is the smallest verifiable unit of value in the protocol. Clean inputs producing clean outputs. That is how I think about strategy work. Start from verified demand. Build from there.
We are still figuring out parts of this. Some approaches we believed in have not held up. Some things clients came in asking for turned out to matter less than what we found together.
That is the actual work.
What I work on