Strategy between market, people and machine.
Reading market dynamics, securing visibility in AI systems, developing strategy through phases of transformation. I work at the interfaces where it is decided whether companies help shape the next cycle or merely follow it.
Where strategy is decided
Strategy is being redefined right now. AI is reshaping markets, brand perception and business models simultaneously — and companies that understand all three shifts navigate differently than those that treat each effect in isolation. Three aspects are currently at the centre of my work.
Market dynamics in the AI era
AI does not just change how companies work — it changes how markets work. Competitors move faster, entry barriers shift, consumer behavior becomes harder to predict. I identify which of these shifts are relevant to a specific business — and translate them into strategic options before they harden into constraints.
Visibility in AI systems
When AI becomes the primary research layer, the rules of discoverability change. Brands are no longer found but recommended or omitted — with ChatGPT, Perplexity and Gemini, traditional SEO logic erodes. I develop strategies for this new layer: how content needs to be structured to hold up under agentic research, and how brand perception can be sustained in a world of synthetic answers.
Business models in AI transformation
AI does not just shift individual processes — it puts business models up for review. Which value creation stays human, which gets automated, which disappears entirely? I accompany strategic realignment in this phase, with a particular focus on how AI integrates into existing value chains without damaging their substance.
Proprietary analysis systems
Strategic depth requires tools that operate beneath the surface. Where suitable systems are not available on the market, I build them myself — not out of a preference for in-house development, but because certain questions can only be answered cleanly on proprietary infrastructure.
Swarm analysis
A proprietary methodological lens on digital markets: competitive landscapes can be understood as flow systems in which actors, topics and attention shift dynamically. Aggregating weak signals yields statements about mechanisms that remain invisible in individual data points.
RankAnalyst
The analysis system that makes swarm analysis operational — built because comparable tools did not exist on the market. In productive use since 2017, deployed among others in strategic advisory work for BOSCH.
The substance strategy is built on
Strategy only takes hold when it carries operationally. From more than twenty years of practice I know the levers against which it must be measured — from perception research and content architecture to technical discoverability.
Content and perception
Positioning, editorial planning and copy design — grounded in neuropsychology. How content works depends not only on what it says, but on how it is perceived.
User Experience
Heuristic evaluation, predictive testing (including EyeQuant), mouse and gesture tracking. Methods that make perception measurable before it shows up in business figures.
Technical discoverability
Domain and server architecture, on-page and off-page factors. The foundation without which everything above remains ineffective.