With over 20 years of experience in B2B marketing, innovation, and transformation, I focus on helping both SMEs and industry leaders tackle key challenges:• Increasing commoditization of products and services,• Growing market complexity, and• Harnessing digitalization and circular economy trends.As the Head of DigitalLab@OST, together with a team of subject matter experts, I lead projects that drive lean, digital, and green transformations. Our lab collaborates with both pioneering companies and SMEs, providing a dynamic space to innovate, experiment, and implement cutting-edge solutions that enhance customer value and competitiveness.By leveraging value delivery frameworks and integrating advanced technologies, I help develop actionable strategies for success. Through action research, I engage with researchers and practitioners in a collaborative, iterative process that delivers real-world impact across industries.