Whether your software product

is not bringing you the business results you expected?

Low market Penetration?

Too many support calls?

Sales not meeting targets?

Losing market share?


you are working on the next best thing?

and you want to have a hit?

...I can help you!

I have been helping companies likes yours for 20 years.

Contact me

We'll Leapfrog Your Competitors Together.


Software Innovation Pitfalls

Relying On The Voice Of The Customer

The problem is that customers will never tell you directly what they really need, they can only tell you what they think they want. You need a different approach than relying on what they tell you.

relying on Iteration

Designing great software takes hard work.  It is not just a matter of implementing agile methodologies with lean UX and iterating with clients until the product is a success.  It takes more than that...way more than that.

Relying on a beautiful Interface

While important, a  beautiful user interface does not guarantee a great user experience. A pretty nicely laid-out interface helps the user figure out how to locate himself with the screen he is looking at but does nothing to help him achieve his/her goals.

Some Past Projects

Wolters Kluwer

Premier provider of software, content and services to professionals in the fields of tax and accounting, financial planning and legal.



Tax research content offered on Wolters Kluwer research platform does not offer enough value to customers resulting in loss of market share to competitors, some of whom are even offering some of the same content for free.

This also makes it harder to convert tax professionals over to the online research platform, the majority of whom being pretty happy with reading tax law books.


Investigate how to provide greater value for online tax content and design a new tax content solution increasing retention for current customers and being able to convert non-customers reading books to the online platform.


  • Creation of a ground-breaking tax solution, currently in Beta, using the power of software to make tax law both easier and faster to read by

    • helping the reader offload some of the mental work required to understand complex tax law

    • preserving the Tax law's language integrity

  • Customer testimonials

    • "This is exactly what I need in class when I teach Tax law" - University Tax Law Professor

    • "This will revolutionize the way tax research is done" - Ontario Accounting Firm Partner

    • “This is SMART! What a Smart tool!! You guys are on to something!” - Accounting Firm Partner

    • "I like it.  I love it.  This is fabulous!" - Lawyer

etfs/Global Excel

Travel insurance provider and claim management


medical questionnaire.jpg

etfs' Travel Insurance Sales System was well liked by etfs' own call center representatives (CSRs) but disliked by independent insurance brokers also using the same system to sell travel insurance.  Was the system really good or not?  Nobody knew, everybody had a different opinion.


Investigate the needs of CSRs and insurance brokers and re-design a system that everybody would like.


  • Design of a new dual-facing sale system to cater to the incompatible needs of both CSRs and insurance brokers.
  • CSRs' manager testimonials
    • "This will speed up the training of our employees and diminish errors that they make"
  • Insurance broker testimonials
    • "This will allow me to give quotations faster without having to enter a lot of information about my clients"

Charles Schwab

Discount broker based in California



Although Schwab was providing more research and trading tools than their competitors, their investor clients were not experiencing this and perceived receiving a lesser value.

Customer Insight

Researched revealed that all types of investors (from fundamental to technical) do their research from an investment vehicle point of view (stocks, bonds, ...), across all types research and trading tools and they regularly come back to the site to monitor their portfolio and the investments they are following

Business Insight

Create a Monitor page which would host investment instruments followed by investors in one place and push all new research content related to the followed instruments and organize all types of research content under the instrument it is related to.

Thus eliminating searching and navigating while providing richer investment information