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PBM Consulting Ltd, Dalton House, 60 Windsor Avenue, Kosti (2026)

30/03/2026

🚀 𝑭𝑰𝑵𝑨𝑳 𝑪𝑨𝑳𝑳 𝑭𝑶𝑹 𝑺𝑪𝑰𝑬𝑵𝑪𝑬 𝑭𝑶𝑼𝑵𝑫𝑬𝑹𝑺

Today I’m running Secrets of the Unicorns — a live session on how successful science startups move from breakthrough ideas to real customers and investor traction.

We’ll cover:

♦️ Why many science startups stall before traction
♦️ The early commercial milestones that unlock funding
♦️ Practical ways to position complex technologies for real markets

𝙄𝙛 𝙮𝙤𝙪'𝙧𝙚 𝙘𝙪𝙧𝙧𝙚𝙣𝙩𝙡𝙮 𝙗𝙪𝙞𝙡𝙙𝙞𝙣𝙜 𝙖 𝙨𝙘𝙞𝙚𝙣𝙘𝙚 𝙨𝙩𝙖𝙧𝙩𝙪𝙥 𝙖𝙣𝙙 𝙬𝙖𝙣𝙩 𝙩𝙤 𝙖𝙘𝙘𝙚𝙡𝙚𝙧𝙖𝙩𝙚 𝙩𝙧𝙖𝙘𝙩𝙞𝙤𝙣, 𝙩𝙝𝙞𝙨 𝙨𝙚𝙨𝙨𝙞𝙤𝙣 𝙞𝙨 𝙛𝙤𝙧 𝙮𝙤𝙪.

Last chance to join:
👉 👉 https://zurl.co/nVl2u

25/03/2026

Over the last few years, I’ve worked with many science founders trying to commercialise breakthrough research.

The pattern is remarkably consistent.

The science is impressive.
The technology is often world-class.

But the founders struggle with questions like:

♦️ Who exactly should our first customers be?
♦️ How do we explain this technology clearly?
♦️ What traction do investors really want to see?

These challenges are completely normal.

That’s why I’m hosting a live session called Secrets of the Unicorns to share the practical commercialisation patterns I see working most often.

𝙄𝙛 𝙮𝙤𝙪'𝙧𝙚 𝙖 𝙨𝙘𝙞𝙚𝙣𝙘𝙚 𝙤𝙧 𝙙𝙚𝙚𝙥𝙩𝙚𝙘𝙝 𝙛𝙤𝙪𝙣𝙙𝙚𝙧 𝙣𝙖𝙫𝙞𝙜𝙖𝙩𝙞𝙣𝙜 𝙩𝙝𝙚𝙨𝙚 𝙦𝙪𝙚𝙨𝙩𝙞𝙤𝙣𝙨, 𝙮𝙤𝙪 𝙬𝙞𝙡𝙡 𝙛𝙞𝙣𝙙 𝙩𝙝𝙞𝙨 𝙫𝙖𝙡𝙪𝙖𝙗𝙡𝙚.

Register here:
👉 https://zurl.co/6GqOI

23/03/2026

𝑻𝑯𝑹𝑬𝑬 𝑻𝑹𝑨𝑪𝑻𝑰𝑶𝑵 𝑺𝑰𝑮𝑵𝑨𝑳𝑺 𝑰𝑵𝑽𝑬𝑺𝑻𝑶𝑹𝑺 𝑳𝑶𝑶𝑲 𝑭𝑶𝑹 𝑰𝑵 𝑺𝑪𝑰𝑬𝑵𝑪𝑬 𝑺𝑻𝑨𝑹𝑻𝑼𝑷𝑺

When investors evaluate early-stage science ventures, they often look for early signals such as:

♦️ Evidence that real customers care about the problem
♦️ Early validation (pilots, partnerships, LOIs)
♦️ A credible path to market adoption

You don’t need thousands of customers.

But you do need signs that the market is pulling the innovation forward.

In my upcoming session Secrets of the Unicorns, I’ll explain how founders generate these signals earlier than most.

𝙄𝙛 𝙮𝙤𝙪’𝙧𝙚 𝙗𝙪𝙞𝙡𝙙𝙞𝙣𝙜 𝙖 𝙨𝙘𝙞𝙚𝙣𝙘𝙚 𝙨𝙩𝙖𝙧𝙩𝙪𝙥 𝙖𝙣𝙙 𝙬𝙖𝙣𝙩 𝙩𝙤 𝙨𝙩𝙧𝙚𝙣𝙜𝙩𝙝𝙚𝙣 𝙮𝙤𝙪𝙧 𝙞𝙣𝙫𝙚𝙨𝙩𝙤𝙧 𝙨𝙩𝙤𝙧𝙮:

👉 Register here: 👉 https://zurl.co/wamJT

17/03/2026

𝑾𝑯𝒀 𝑫𝑶 𝑺𝑶 𝑴𝑨𝑵𝒀 𝑩𝑹𝑰𝑳𝑳𝑰𝑨𝑵𝑻 𝑺𝑪𝑰𝑬𝑵𝑪𝑬 𝑺𝑻𝑨𝑹𝑻𝑼𝑷𝑺 𝑺𝑻𝑹𝑼𝑮𝑮𝑳𝑬 𝑻𝑶 𝑮𝑬𝑻 𝑻𝑯𝑬𝑰𝑹 𝑭𝑰𝑹𝑺𝑻 𝑪𝑼𝑺𝑻𝑶𝑴𝑬𝑹𝑺?

I see this pattern all the time.

Founders build remarkable technology…
But when they enter the market, they hit the same challenges:

♦️ Customers don’t fully understand the value
♦️ Pilots fail to convert into contracts
♦️ Investors ask for traction that doesn’t yet exist

Great science alone isn’t enough.

The startups that succeed follow a different commercial playbook.

I’ll be unpacking that playbook in a live session:

𝙎𝙚𝙘𝙧𝙚𝙩𝙨 𝙤𝙛 𝙩𝙝𝙚 𝙐𝙣𝙞𝙘𝙤𝙧𝙣𝙨 - 𝙈𝙤𝙣𝙙𝙖𝙮 30𝙩𝙝 𝙈𝙖𝙧𝙘𝙝, 3𝙥𝙢 𝘽𝙎𝙏

If you're building a science or deeptech startup and want to accelerate traction, join us here:
👉 https://zurl.co/PIDNY

25/02/2026

🚀 𝐆𝐞𝐭 𝐭𝐫𝐚𝐜𝐭𝐢𝐨𝐧. 𝐆𝐞𝐭 𝐟𝐮𝐧𝐝𝐞𝐝. 𝐆𝐫𝐨𝐰 𝐟𝐚𝐬𝐭𝐞𝐫 - 𝐬𝐭𝐚𝐫𝐭𝐢𝐧𝐠 𝐀𝐩𝐫𝐢𝐥 𝟏𝐬𝐭!

If you’re building a science or deeptech startup and still searching for your first real customers or investors, this is for you.

Too many brilliant founders stall at the same point:
🛑 Strong science
🛑 Weak traction
🛑 Unclear investor narrative

The Unicorn Builders Community exists to fix that.

Inside you’ll get:
✅ Bite-sized commercialisation training
✅ Live Q&A sessions
✅ Practical tools & templates
✅ Real support from someone who’s done this before

This is not theory.
This is about turning breakthroughs into revenue — and revenue into investment.

Doors open April 1st.

If you’re serious about accelerating traction:

🦄 Join the waitlist here: https://zurl.co/6fvQZ
OR
📅 Book a 15-min call to see if it’s right for you: https://zurl.co/woTOm

𝗟𝗲𝘁’𝘀 𝗯𝘂𝗶𝗹𝗱 𝗿𝗲𝗮𝗹 𝗺𝗼𝗺𝗲𝗻𝘁𝘂𝗺. 𝗧𝗼𝗴𝗲𝘁𝗵𝗲𝗿.

17/02/2026

🧪 𝐇𝐞𝐫𝐞’𝐬 𝐭𝐡𝐞 𝐥𝐢𝐞: “𝐈𝐟 𝐭𝐡𝐞 𝐬𝐜𝐢𝐞𝐧𝐜𝐞 𝐢𝐬 𝐠𝐨𝐨𝐝 𝐞𝐧𝐨𝐮𝐠𝐡, 𝐭𝐡𝐞 𝐦𝐚𝐫𝐤𝐞𝐭 𝐰𝐢𝐥𝐥 𝐟𝐢𝐧𝐝 𝐲𝐨𝐮.”

I’ve lost count of the number of startups with world-changing technology that never left the lab.

The real world doesn’t reward ideas. It rewards the people who turn ideas into value that customers will pay for.

That’s why commercial skills — market validation, positioning, early sales — are the edge every founder needs.

But where do you learn it?
Not in a textbook. Not in a half-day workshop. And not alone.

The Unicorn Builders Community will give you bite-sized, real-world training — plus live answers when you’re stuck.

🔑 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘁𝗵𝗶𝘀 𝗳𝗿𝗼𝗺 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿𝘁, 𝗷𝗼𝗶𝗻 𝘁𝗵𝗲 𝘄𝗮𝗶𝘁𝗹𝗶𝘀𝘁 👉 https://zurl.co/4WW5I

11/02/2026

𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐨𝐫𝐬: 𝐖𝐡𝐚𝐭’𝐬 𝐘𝐨𝐮𝐫 “𝐖𝐡𝐲”?

Take a leaf from the genius marketing book of companies like Apple and use your “Why” to attract interest from investors and customers.

With the average consumer exposed to over 10,000 ads daily and investors' inboxes flooded with lookalike pitch decks promising to be the “next big thing”, the old approaches to marketing your game-changing innovation don’t get the same results.

If you want to connect with your audience, don’t focus your marketing messages on 𝘄𝗵𝗮𝘁 your innovation is or 𝗵𝗼𝘄 it works or is better than what’s currently out there. Build an engaged following of would-be customers and investors who care about 𝘄𝗵𝘆 your innovation exists - the problem in the world you are going to fix, once and for all.

I’ll show you why this works in another post, but for now, consider how you are currently marketing your innovation to potential investors and customers and see what you could do to become a magnet for those who care about the problem you are solving to attract customers and secure investment.

09/02/2026

💢 𝐋𝐨𝐨𝐤𝐢𝐧𝐠 𝐟𝐨𝐫 𝐟𝐮𝐧𝐝𝐢𝐧𝐠? - 𝐖𝐡𝐲 𝐢𝐧𝐯𝐞𝐬𝐭𝐨𝐫𝐬 𝐧𝐞𝐞𝐝 𝐲𝐨𝐮 𝐭𝐨 𝐡𝐚𝐯𝐞 𝐭𝐡𝐞 ‘𝐦𝐚𝐫𝐤𝐞𝐭 𝐦𝐢𝐧𝐝𝐬𝐞𝐭’

💡 Defined by Deloitte’s Global CMO Diana O’Brien as “propagating a culture across the organisation that puts the customer at the centre of the strategy.”

💰 I believe that market focus should be the Number One Priority for early-stage technology companies, and it starts by developing the market mindset.

💥 It doesn’t matter if you don’t have revenue or customers yet, it doesn’t matter if you’ve got investor backing or not, if your company doesn’t constantly evaluate and improve its alignment with the needs of customers, it will ultimately fail to achieve subsequent rounds of investment, fail to win and retain valuable customers, and risk falling short of achieving your vision for its eventual exit.

❓ Where will that leave you and your personal goals?
❓ How would not becoming wealthy from the future sale of a flourishing company feel to you?
❓ How might this affect your future, your retirement plans, or the returns on the capital and time you’ve already invested?

🔥 It’s never too early to put the customer at the centre of your strategy, get them involved in the design process for your products or services, and focus on how to delight the customer to build long-term value, for them, for your company, and for you.

⛔ It will, however, get to a point when it’s too late, so why not bring in some new thinking and try a new approach before it’s too late?

🙋 Comment ‘mindset’ below and let’s get talking!

06/02/2026

𝗡𝗶𝗻𝗲 𝗼𝗳 𝗲𝘃𝗲𝗿𝘆 𝘁𝗲𝗻 𝘀𝗰𝗶𝗲𝗻𝗰𝗲 𝗮𝗻𝗱 𝘁𝗲𝗰𝗵𝗻𝗼𝗹𝗼𝗴𝘆 𝗰𝗼𝗺𝗽𝗮𝗻𝗶𝗲𝘀 𝗲𝗻𝗱 𝗶𝗻 𝗳𝗮𝗶𝗹𝘂𝗿𝗲.

It’s not that you haven’t got a good product, it’s not that there isn’t a good market out there for your product, the odds are heavily against you succeeding simply because you don’t get enough market demand quickly enough in the time you have available before you run out of money.

Good Product-Market Fit (PMF) is the most compelling evidence to give investors the confidence they are likely to get the return on the investment they are looking for, and improves both your bargaining position with investors and the range of investment sources that are open to you.

Achieving perfect alignment between your value proposition, your customers' needs, and the distribution model that delivers it is key to securing future investment and your company's ultimate success.

𝗜𝘁’𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮 “𝗱𝗼𝗻𝗲 𝗼𝗻𝗰𝗲” 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆, 𝗣𝗠𝗙 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗮 𝗰𝗼𝗿𝗲 𝗽𝗮𝗿𝘁 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗼𝗻𝗴𝗼𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆, 𝗮 𝗹𝗲𝗻𝘀 𝗯𝘆 𝘄𝗵𝗶𝗰𝗵 𝗮𝗹𝗹 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗱𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝗶𝗲𝘀 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝘃𝗶𝗲𝘄𝗲𝗱.

In my two decades of experience working at the intersection between science, business, and funding, mentoring and coaching hundreds of startup founders from over 20 countries, I have developed the fastest way to achieve significant traction in the market, a key step in securing future investment, without you giving up equity or a share of future investments in your company.

I work with founders of IP-based businesses to build a stronger offer that resonates more with the market and develop a solid plan to achieve market traction that investors buy into, whilst avoiding having to make costly new hires at a time when your cash flow is critical.

It’s never too early to do more to put the customer at the centre of your strategy, get them involved in the design process for your innovative products, and focus on how to delight the customer to build long-term value, for them, for your company, and for you.

⛔ 𝗜𝘁 𝘄𝗶𝗹𝗹, 𝗵𝗼𝘄𝗲𝘃𝗲𝗿, 𝗴𝗲𝘁 𝘁𝗼 𝗮 𝗽𝗼𝗶𝗻𝘁 𝘄𝗵𝗲𝗻 𝗶𝘁’𝘀 𝘁𝗼𝗼 𝗹𝗮𝘁𝗲, 𝘀𝗼 𝘄𝗵𝘆 𝗻𝗼𝘁 𝗯𝗿𝗶𝗻𝗴 𝗶𝗻 𝘀𝗼𝗺𝗲 𝗻𝗲𝘄 𝘁𝗵𝗶𝗻𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝘁𝗿𝘆 𝗮 𝗻𝗲𝘄 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲 𝗰𝗮𝘀𝗵 𝗿𝘂𝗻𝘀 𝗼𝘂𝘁?

02/02/2026

𝐀 𝐂𝐚𝐥𝐥 𝐭𝐨 𝐀𝐜𝐭𝐢𝐨𝐧 𝐟𝐨𝐫 𝐔𝐧𝐢𝐯𝐞𝐫𝐬𝐢𝐭𝐲 𝐊𝐧𝐨𝐰𝐥𝐞𝐝𝐠𝐞 𝐄𝐱𝐜𝐡𝐚𝐧𝐠𝐞 𝐋𝐞𝐚𝐝𝐞𝐫𝐬

In today's dynamic world, scientific research must extend beyond academia and effect real-world change. As leaders in university knowledge exchange and commercialisation, we must ensure our institutions' research drives societal progress and economic growth.

𝗧𝗿𝗮𝗶𝗻𝗶𝗻𝗴 is essential. Researchers need skills in entrepreneurship, intellectual property, and effective communication to translate their findings into tangible benefits. Investing in comprehensive training programs empowers researchers to seize commercialisation and societal impact opportunities.

𝗦𝘂𝗽𝗽𝗼𝗿𝘁 is equally vital. We must create environments that facilitate impact generation. Streamlining patent filing, licensing, and startup/spinout creation processes, along with fostering industry-academia collaborations, enables researchers to focus on innovation.

𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝘀𝗶𝗻𝗴 𝗶𝗺𝗽𝗮𝗰𝘁 is a strategic imperative. Embedding impact as a core institutional value and aligning policies and evaluation criteria to include societal and economic contributions are key. Incentivising impact-oriented research through grants, awards, and recognition motivates researchers to pursue projects with real-world applications.

Generating impact from research requires collective effort. As leaders, we can transform our institutions into innovation hubs that advance knowledge and drive societal progress. Let's commit to championing impactful research and harnessing its full potential for a better world.

30/01/2026

𝐀𝐜𝐜𝐞𝐬𝐬 𝐓𝐰𝐞𝐥𝐯𝐞 𝐓𝐢𝐦𝐞𝐬 𝐀𝐬 𝐌𝐚𝐧𝐲 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫𝐬 𝐛𝐲 𝐃𝐨𝐢𝐧𝐠 𝐓𝐡𝐢𝐬 𝐎𝐧𝐞 𝐓𝐡𝐢𝐧𝐠

Focus on the problems your innovation solves, not on the solution itself.

Today’s post falls in the category of “Sales Fundamentals”. It is as much valid for a product-based company selling widgets as for a service-based company, in any sector, in any part of the world.

However, the importance of this one change to the fortunes of those actively building a market for a game-changing innovation cannot be overstated.

When marketing their company, most companies will focus on 𝘄𝗵𝗮𝘁 their solution is; 𝗵𝗼𝘄 it works, 𝗵𝗼𝘄 it is better than everything else out there, but this means their messages will only ever appeal to those who have gone through this process:

1️⃣ They’ve identified that they have a problem that needs solving
2️⃣ Evaluated what a successful outcome would be from having this problem solved
3️⃣ Researched the different ways the problem could be solved
4️⃣ Are in the market, actively comparing one solution to another

This process (which I first heard from the brilliant Dean Seddon at Maverrik - ) describes the fundamental process we all go through when deciding to buy something, be it food for dinner or a new technology.

The key point is that of the potential 100% of people who would benefit from your product or service, those that have reached stage 4️⃣ and would respond to marketing messages comparing it to what’s currently out there is a staggering low 𝟲%.

𝗧𝗵𝗮𝘁’𝘀 𝗿𝗶𝗴𝗵𝘁 - 𝗼𝗻𝗹𝘆 𝘀𝗶𝘅 𝗽𝗲𝗿𝗰𝗲𝗻𝘁 𝗼𝗳 𝘆𝗼𝘂𝗿 𝗯𝘂𝘆𝗶𝗻𝗴 𝗽𝗼𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻 𝗶𝘀 𝗹𝗶𝗸𝗲𝗹𝘆 𝘁𝗼 𝗯𝗲 𝗶𝗻𝘁𝗲𝗿𝗲𝘀𝘁𝗲𝗱 𝗶𝗻 𝗺𝗲𝘀𝘀𝗮𝗴𝗲𝘀 𝘄𝗵𝗲𝗿𝗲 𝘆𝗼𝘂 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁 𝘆𝗼𝘂𝗿 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻.

If you focus on talking about the problems your innovation solves, this number rises to a much more respectable 𝟳𝟬%.

So, shift your marketing messages to focus on the problem you are solving and you are twelve times more likely to attract interest from those who care about the problem you are solving, whether they are a potential customer experiencing the problem or an expert investor who knows how large a problem this is.

𝙄𝙛 𝙮𝙤𝙪’𝙙 𝙡𝙞𝙠𝙚 𝙝𝙚𝙡𝙥 𝙞𝙣 𝙘𝙧𝙖𝙛𝙩𝙞𝙣𝙜 𝙖 𝙘𝙤𝙢𝙥𝙚𝙡𝙡𝙞𝙣𝙜 𝙨𝙩𝙤𝙧𝙮 𝙖𝙧𝙤𝙪𝙣𝙙 𝙮𝙤𝙪𝙧 𝙞𝙣𝙣𝙤𝙫𝙖𝙩𝙞𝙤𝙣 𝙩𝙝𝙖𝙩 𝙛𝙤𝙘𝙪𝙨𝙚𝙨 𝙤𝙣 𝙩𝙝𝙚 𝙠𝙚𝙮 𝙥𝙧𝙤𝙗𝙚𝙢 𝙞𝙩 𝙞𝙨 𝙨𝙤𝙡𝙫𝙞𝙣𝙜 𝙖𝙣𝙙 𝙬𝙝𝙮 𝙮𝙤𝙪𝙧 𝙘𝙤𝙢𝙥𝙖𝙣𝙮 𝙞𝙨 𝙩𝙝𝙚 𝙗𝙚𝙨𝙩 𝙞𝙣 𝙩𝙝𝙚 𝙬𝙤𝙧𝙡𝙙 𝙩𝙤 𝙨𝙤𝙡𝙫𝙚 𝙞𝙩 𝙩𝙤 𝙖𝙩𝙩𝙧𝙖𝙘𝙩 𝙘𝙪𝙨𝙩𝙤𝙢𝙚𝙧𝙨 𝙖𝙣𝙙 𝙨𝙚𝙘𝙪𝙧𝙚 𝙞𝙣𝙫𝙚𝙨𝙩𝙢𝙚𝙣𝙩, 𝙩𝙝𝙚𝙣 𝙜𝙚𝙩 𝙞𝙣 𝙩𝙤𝙪𝙘𝙝!

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