A white desk near a large window showing a cityscape at sunset. The desk has a laptop, two cups, two notebooks, a stack of papers, and two potted plants.

Insights & Perspectives

Portrait of mature fractional CMO woman with long silver hair smiling, standing with arms crossed in modern interior space with bookshelves and plants in the background.

Strategic thinking on commercial growth, market leadership, and transformation for manufacturing and technology companies.

Practical insights from 25+ years leading commercial functions across global markets. Topics include growth acceleration, international expansion, product launch excellence, and building commercial & marketing capabilities that scale. There may also be a few soap box rants.

Manufacturing, Commercial Integration, Industrial Technology, International Expansion Michelle Haynes Manufacturing, Commercial Integration, Industrial Technology, International Expansion Michelle Haynes

What NZ Manufacturers Get Wrong About Export Distribution Partnerships

Most NZ manufacturers assume the hard part of an export distribution partnership is getting to a signed agreement. It isn't. Most partnerships fail after signing — across structural, relational, and positional failure modes that most manufacturers have no diagnostic framework for. This article maps all three.

Read More