I realize that CEOs have tons of sources for advice. There are many blogs, including good ones run by really stellar VCs. These sites are full of frameworks and best practices. While these are super helpful, my experience has been most of these so-called “best practices” represent only the basics, or they present a starting point. It’s necessary to mold these frameworks in a way that makes the most of a business’ unique capabilities. It’s a lot of work, and it’s hard. Many leaders want some help putting it all together.

Through Unison, I help CxOs navigate commercial strategy. Much of my work is with founder-CEOs though their startup and scale-up years, and I have also consulted for VC and PE firms.

This project started almost by accident. After a successful exit of my last company, people reached out for advice and I agreed to help. Over time, Unison became my vehicle for this.

Commercial strategy isn’t just about sales. It’s about deeply understanding your market and aligning your whole company strategy — including product strategy, marketing strategy and sales strategy — to seize on your unique competitive advantages. It can manifest as the need to launch new product lines, make tough pivots, build up a new sales team, re-evaluate marketing channels, negotiate strategic partnerships and transactions, and more.

I have worked with dozens of companies in B2B SaaS, tech-enabled services, AI and Machine Learning — with particular depth in legaltech and regulatory/ information as a service.

I’m happy to have a chat anytime. Feel free to reach out using the form on this page, or hit me up on Linkedin.

~ Steve