It’s getting pretty crowded out there. Markets are seeing an oversupply of options without a matching oversupply of human appetite or trust. The stakes are rising.
AI compounds the problem by changing how people search, compare and decide. The choice is simple. Build a business proposition that stands apart and makes sense to humans and machines alike, or risk becoming another option nobody notices.
This oversupply makes winning business harder. It is no longer enough to be competent or well presented. A business must become impossible to confuse. The one a buyer can describe in a sentence, defend when the room starts comparing options, and stick with for the long run.
Hello, I’m Rowan Costello. I’m an independent strategist and growth partner. I help businesses at inflection points rethink what they offer, how they compete and what makes them worth choosing. Recent clients include BBC Research and Development, Node4, RLDatix and IMAX.
I operate where complexity is highest, buyers hesitate and growth stalls. I find the thing people are missing – where value gets trapped – and turn it into a business proposition that’s harder to ignore and easier to buy.
Your category will always offer you a safe lane.
Politely ignore it.
My staggeringly self-assured mind, backed by 20 years of experience, can shift your company, product or service into a sharper, more valuable position. My work is part rebellion, part rigour. It will leave the rest of the field looking oddly interchangeable. Now let’s raise your worth.