Why proof beats promises—and how to make proof pay.

Make contracts feel like an operating system, not a gamble.

How to turn store-level trials into national roll-outs without losing the plot.

From quasi-fixed expertise to scalable capability.

Inelastic vs elastic segments and how to sell to each.

Why the software and services stack decides who captures value.

How exchange rates, sourcing and hedging flow into deal structure.

Mapping the big-vendor landscape—and the viable wedges for entrants.