JUNE 2026
Not every technology transition creates lasting change.
Throughout my career I've watched industries move from broadcast to broadband, physical media to streaming, on-premise systems to SaaS, and now into the era of AI.
Each wave arrived with bold predictions. Some reshaped entire industries. Others disappeared almost as quickly as they emerged.
The difference was rarely the technology itself.
It was whether organisations understood how to translate new technical possibilities into sustainable commercial capability.
That's become one of the defining lessons of my career.
Technology creates opportunity.
Commercial outcomes determine whether that opportunity matters.
I've seen organisations invest heavily in technically impressive solutions that never gained meaningful customer adoption. I've also seen relatively modest technology investments transform businesses because they solved the right commercial problem at the right time.
The question is rarely:
"What can this technology do?"
It's usually:
"What becomes possible because this technology now exists?"
Those are very different conversations.
The first focuses on features.
The second focuses on customers, products, markets and business models.
That's the perspective behind M-Squared.
The practice exists to explore emerging technologies before they become mainstream—not because every new technology deserves investment, but because understanding them early helps organisations recognise which opportunities are worth pursuing and which are not.
Exploration is valuable.
Experimentation is essential.
Evidence builds confidence.
Only then should organisations commit significant investment.
That philosophy has shaped projects ranging from broadcast transformation and enterprise SaaS to immersive storytelling and AI-enabled products.
The technologies continue to change.
The underlying question remains remarkably consistent.