Hi, I’m Julian!
GTM Architect. Platform Builder. Commercial Strategist.
I bridge the gap between complex engineering and profitable business models.
0-to-1 Builder · P&L · Hardware x Software · GTM
Siemens · General Motors · Daimler Truck · Mercedes-Benz · BMW · Audi
Strategic Advisory
I work with a small number of companies at a time. The common thread: they’re building or transforming at the intersection of hardware and software, and the standard playbooks don’t apply.
What I offer:
- Corporate executives building their first platform or digital business inside a traditional industrial company where the org chart wasn’t designed for it
- Consulting firms that need specialized operating knowledge to win and deliver complex industrial mandates
- PE-backed industrials navigating the shift from product revenue to platform or subscription models
- Tech companies entering markets where hardware, regulation, and physical infrastructure change the rules
What I bring:
- Market entry and GTM strategy for Europe and the US
- Commercial architecture: pricing, channel, and partnership models
- Platform and product strategy for 0-to-1 builds
- Investment due diligence and commercial landscape analysis
I’ve done all of this inside major companies at operating committee and board level. I’ve owned full P&L, led cross-functional teams across three continents, and closed deals that required aligning three different stakeholder interests simultaneously. When I take on advisory work, I bring the same standards of accountability.
Work With Me
Start here: level set
My newsletter on commercial strategy, platform architecture, and organizational design for physical-digital ventures. Published twice a week. No consulting frameworks. Real thinking about how these businesses actually get built, from someone who has built them.
See the work: Portfolio
Six case studies: EV charging platforms launched across eight European markets, a $650M infrastructure joint venture with BlackRock and NextEra, hardware-software GTM from zero to $13M in year one, enterprise platform strategy inside a global industrial company, autonomous fleet operations, and multi-market entry across Asia-Pacific and Africa.
Let’s talk: 30-Minute Strategic Call
If you’re working through a commercial challenge in a hardware-software business and want to test whether I’m the right person to help: 30 minutes, no pitch, no agenda except your problem.