“We're busy. But we're not moving forward.”
Growth has stalled, margins feel tighter or the business is working harder for the same result. You want to understand what's underneath.
AN OUTSIDE PERSPECTIVE. A CLEARER NEXT MOVE.
See what
you're too
close to see.
An important business decision deserves more than another educated guess.
I help established business owners question assumptions, explore the alternatives and decide what deserves their time and money.
Explore The Decision Sprint ↗One meaningful decision. A focused 2–3 week sprint.
PERSPECTIVE CHANGES THE DECISION.
YOUR BUSINESS. A FRESH PERSPECTIVE.Diego Martinez
A better question. A wider perspective. A decision you can explain.
THE DECISION SPRINT
Clarity before
commitment.
A focused 2–3 week engagement to investigate one important growth problem, opportunity or decision — and work out what should happen next.
WHEN THE ANSWER ISN'T OBVIOUS
Something needs to move.
But what?
“We could go in three different directions.”
A new product, market or business model looks promising. You need a way to compare the options and choose where to focus.
“Before we commit, are we missing something?”
You're considering a significant investment in technology, AI or expansion. You want to test the assumptions before committing.
WHAT YOU WALK AWAY WITH
A clear recommendation.
And the reasoning
behind it.
Go. No-go. Not yet.
Or do this instead.
The outcome is an evidence-informed decision, with the trade-offs, uncertainties and next steps made explicit.
Your Decision Brief
The decision we're solving, the options worth considering and what the evidence supports.
The supporting evidence
Relevant customer, market and competitor insights, economic scenarios and validation findings. The mix depends on your decision.
A practical way forward
A 90-minute Decision Session, a clear recommendation and a 90-day roadmap to guide what happens next.
THE OUTSIDE METHOD
Step outside
the obvious answer.
Seven lenses to turn a messy business question into a decision you can explain. Research, commercial thinking and constructive challenge — focused on your situation.
Observe
Understand what is actually happening in the business, before jumping to solutions.
Uncover
Find the problem behind the apparent problem and question the assumptions holding it in place.
Think Wider
Explore alternatives, including possibilities you may not have considered.
Search for Evidence
Use business data, customer insight, market research and AI-assisted analysis to investigate the options.
Investigate the Economics
Compare potential value, costs, trade-offs and the assumptions that matter most.
De-risk
Where practical, test the riskiest assumptions through targeted validation, experiments or prototypes.
Execute the Decision
Bring the evidence together into a recommendation and roadmap for your team to act on.
YOUR THINKING PARTNER
Hi, I'm Diego.
I help business owners find the opportunities they're too close to see.
My background brings together engineering, marketing, coaching and business. That combination shapes how I work: understand the system, ask better questions, challenge assumptions and investigate what makes commercial sense.
I use AI to support research, analysis, modelling and prototyping. The value is in the questions we ask, the evidence we test and the judgement we bring to the decision.
“My job is to help you determine what deserves to be executed.”
Diego Martinez · Growth & Innovation Strategist
FOUNDING CLIENT EDITION
One decision.
A focused engagement.
For established business owners facing a decision with meaningful economic consequences.
- You have a real business problem or opportunity to investigate.
- You are involved in the decision and can share relevant business information.
- You are open to challenging the current explanation — and considering a different answer.
Best suited to established businesses, typically around AU$1M+ in annual revenue. The importance of the decision matters more than a revenue threshold.
Founding Client Edition
AU$2,500 + GST
A focused 2–3 week strategic sprint.
- One meaningful business decision
- Research and analysis tailored to the question
- A clear recommendation and rationale
- 90-minute Decision Session
- 90-day roadmap
An initial cohort of three businesses while I refine this advisory model. In return for the founding rate, I'll ask for candid feedback and, if you're happy with the outcome, permission for a case study or testimonial. Confidential details can stay confidential. Availability confirmed when we speak.
A FEW PRACTICAL DETAILS
Before we talk.
What happens in the first conversation?
We'll spend around 30 minutes understanding the situation, the decision you need to make and what's at stake. I'll tell you whether I think a Sprint is a good fit. We agree the scope before any work begins.
Will you implement the recommendation?
The Sprint ends with a decision and roadmap. Implementation is outside its scope. You can act on the recommendation with your team or chosen partners; there is no ongoing retainer required.
Does every Sprint include a prototype or customer research?
No. We choose the research and validation activities that will help answer your specific question. Interviews, experiments and prototypes are included where relevant and agreed in scope.
What if the answer is “don't do it”?
That can be a valuable outcome. The recommendation may be to proceed, stop, wait for specific evidence or pursue a better alternative. You'll understand why.
Can you guarantee the decision will succeed?
No. A Sprint helps reduce uncertainty and make the reasoning explicit. Business outcomes still depend on market conditions, execution and factors we cannot fully predict.
How will you handle business information?
We'll agree what information is needed and how sensitive material will be handled before starting, including any confidentiality requirements and the use of AI tools. A testimonial or case study requires your permission.
LET'S START WITH YOUR QUESTION
What decision are you
trying to make?
And what happens if you get it wrong?
Tell me what's happening in your business.
We'll work out whether an outside perspective could help.
A conversation about your business, your decision and whether a Sprint makes sense.