It’s getting pretty crowded out there. Markets are seeing an oversupply of options without a matching oversupply of human attention, appetite or trust. The stakes are rising.
AI compounds the problem by changing how people search, compare and decide. The choice is simple: build your brand as a unique intelligent system that stands out, or become the brand intelligent systems filter out.
This level of oversupply makes strategy work harder. It is no longer enough to be useful, 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 work with businesses from start-ups through to billion-dollar global enterprises at decisive moments – transforming how they are seen, heard and experienced, so they are set up for growth. Recent clients include BBC Research & Development, Elementor, 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 – then turn that into sharper positioning and clearer commercial logic, so the business becomes one buyers want to choose.
The work is part rebellion, part rigour. The 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 that AI can only dream of. It will leave the rest of the field looking oddly interchangeable. Here, I’ll put a no-win, no-fee offer on the table. Let’s rewrite your worth.