· Articles & Essays
The lead is qualified. Now make it easier to buy.
How AI could make discovery, solution design and quoting easier for the buyer, more effective for the seller and less costly for the business.
Business Critical Thinking
Thoughts on solving real customer problems and creating scalable technology value.
Product strategy, go-to-market, AI and cybersecurity through the lens of customer problems, outcomes and commercial value.
I use this space to examine the decisions that begin with the customer: which problems are worth solving, which outcomes matter, what evidence supports the need, and how product, portfolio and go-to-market choices turn that into durable value.
Product & Portfolio StrategyTechnology GTM & ValueAI-first Security OperationsCyber Economics
Featured Perspective
Technology GTM & ValueArticles & Essays
The lead is qualified. Now make it easier to buy.
How AI could make discovery, solution design and quoting easier for the buyer, more effective for the seller and less costly for the business.
Dominic Carroll ·
Read perspectiveLatest Perspectives
· Articles & Essays
The cost of acting. The cost of waiting.
Cyber containment decisions, business interruption and the value of better evidence.
· Articles & Essays
The cyber budget is agreed. The risk has changed. Now what?
Cyber risk quantification and capital allocation when new evidence changes the decision.
· Articles & Essays
Buying an Agentic AI SOC: what should you ask vendors to prove?
A buyer’s guide to evaluating AI capability, security expertise and operational outcomes across platforms and managed services.
· Articles & Essays
Agentic GTM: turning customer signals into better sales decisions
How AI agents could improve qualification, conversion and sales velocity by connecting customer evidence with commercial action.
· Articles & Essays
AI SOC: what changes when security operations can act?
What makes an AI SOC ready to act? Explore business context, response authority and the evidence needed for effective security operations across IT and OT.
· Articles & Essays
Before the SOC acts: attack-path modelling and digital twins across IT and OT
How can attack-path modelling and digital twins help test remediation across IT and OT? Explore threat intelligence, dependencies and validation limits.
· Articles & Essays
Machine-speed defence: where automation wins, and where AI earns its place
How do rules, ML anomaly detection and LLM agents work together in an AI SOC? Explore attack coverage, containment speed and human approval.
· Articles & Essays
AI evals in practice: why changing the model wasn’t enough
What I learned about model selection and useful AI conversations while building the discovery stage of my AI Guided Roadmap demo.
· Articles & Essays
When “we need AI” lands on the roadmap: deciding what should change
How to evaluate AI workflow opportunities alongside customer outcomes, delivery commitments and commercial value.
Core Themes
Four connected areas of enquiry, in order of emphasis.
The hierarchy is intentional: product and portfolio first, commercialisation second, then deeper domain work in AI-led security operations and cyber economics.
01 / Primary
Product & Portfolio Strategy
How customer pain, jobs-to-be-done and desired outcomes become a coherent product, proposition and portfolio. Problem selection, evidence, roadmap choices, pricing, packaging and product operating models.
- AI evals in practice: why changing the model wasn’t enough
- When “we need AI” lands on the roadmap: deciding what should change
PropositionPortfolioPricingRoadmap
02 / Commercial
Technology GTM & Value
How validated customer value becomes clear positioning, differentiated propositions and effective routes to market. Buyer outcomes, packaging, sales enablement and commercial execution.
- The lead is qualified. Now make it easier to buy.
- Agentic GTM: turning customer signals into better sales decisions
GTMPositioningSales EnablementGrowth
AI-first Security Operations
How agentic AI changes the SOC, from analyst assistance through autonomous investigation, disruption, human oversight and new operating economics.
- Buying an Agentic AI SOC: what should you ask vendors to prove?
- AI SOC: what changes when security operations can act?
- Before the SOC acts: attack-path modelling and digital twins across IT and OT
- Machine-speed defence: where automation wins, and where AI earns its place
Agentic SOCAutomationDisruptionHuman Oversight
Cyber Economics & Capital Allocation
How organisations should allocate security investment when risk, compute, people and defensive capability are increasingly dynamic.
CRQInvestmentOpportunity CostRisk Economics
Emerging Perspectives
Elephants in the boardroom.
Emerging arguments and analysis on the problems, assumptions and uncomfortable questions that show where the deeper work is heading.
Product Perspective
In developmentWhy product teams should resist starting with the solution.
When teams begin with capability and work backwards, they risk manufacturing a problem around the solution. Strong propositions begin with evidence of pain, desired outcomes and why the customer should care now.
GTM Perspective
In developmentProduct strategy does not stop when the roadmap is approved.
Positioning, packaging, pricing and sales enablement are not downstream marketing tasks. They are extensions of the original customer problem, outcome and product choices.
Working Paper
In developmentCybersecurity has a capital allocation problem.
What changes when security investment becomes a continuous optimisation problem rather than a periodic budget and risk-assessment exercise?
Analogue Reasoning
Short observations for an increasingly automated world.
A lighter format for ideas, contrarian thoughts and working hypotheses that do not yet need a full article or framework.
Analogue Reasoning
Human judgement still matters. This is the place for shorter notes on technology, products, markets and the assumptions worth challenging before they become strategy.
If the customer needs a diagram to understand the value proposition, the proposition may not be finished.
Complexity can be necessary in the architecture and still be a failure in the market story.
A roadmap is a sequence of customer outcome bets.
Every roadmap choice should trace back to a customer problem, an expected outcome and evidence strong enough to justify the investment.
Automation does not remove judgement. It moves where judgement is required.
The interesting design question is not human or machine, but which decisions deserve friction.
Formats
Food for thought, whatever your appetite.
Articles & Essays
Focused arguments and practical analysis designed to be useful in a single sitting.
Papers & Frameworks
Longer-form work that develops models, decision frameworks and a more durable body of knowledge.
Analogue Reasoning
Compact observations and working hypotheses that capture an idea without forcing it into a longer article.
Continue the conversation
Working through a difficult product, GTM, AI or cybersecurity problem?
If one of these ideas intersects with a challenge in your organisation, I am always interested in a useful conversation.