JUNE 2026
Every significant technology transition arrives with the promise that it will transform industries.
Throughout my career I've been drawn to organisations navigating those moments, where emerging technologies begin reshaping customer expectations, markets and business models. The technologies have changed - streaming, SaaS, IP broadcast and now AI - but the underlying challenge has remained remarkably consistent: understanding what those changes make commercially possible and how organisations should respond.
The organisations that benefit most aren't necessarily those that adopt new technology first. More often, they're the ones that recognise how changing technologies reshape customer expectations, alter market dynamics and create opportunities to rethink the way they operate.
I've seen technically impressive projects struggle because they solved problems customers didn't really have. I've also seen relatively modest technology investments reshape organisations because they addressed the right commercial opportunity at exactly the right time.
I've found the conversation changes quite dramatically depending on the question you ask. If you begin by asking what a technology can do, you'll usually end up discussing features and implementation. If you begin by asking what becomes possible because that technology now exists, the conversation naturally shifts towards customers, products, markets and business models.
That distinction sits at the heart of M-Squared.
The practice exists because I enjoy exploring emerging technologies before they become mainstream - not because every new technology deserves investment, but because understanding those technologies early makes it easier to recognise which are likely to become commercially meaningful, and which are simply interesting.
Exploration on its own isn't enough.
Concepts need to be tested, assumptions challenged and data analysed before they will attract significant investment. Building confidence is just as important as recognising the opportunity itself because confidence is what allows organisations to move beyond interesting ideas and into meaningful change.
Technology will continue to evolve. The organisations that benefit most will be those that recognise which new possibilities are commercially meaningful and build the confidence to act on them.