From Code to Value

Economics of software development

I help leaders and teams connect business goals with software realities,
so they can holistically understand software development.
Not only to talk about it meaningfully, but to shape it with confidence.
Let's start a conversation

A Gap Everyone Feels

Leaders and teams often talk past each other. Business goals and software realities don’t align, leaving frustration, costly mistakes, and missed opportunities. The result? A gap everyone feels – but struggles to close.

Leaders' Perspective

  • You want to challenge assumptions – but software development feels like a black box.
  • You’re asked to make decisions without truly seeing the consequences.
  • You try to help and ask meaningful questions – but you lack the language to be heard.
  • You hear promises about AI in software development – but struggle to separate hype from practical reality.

Team's Perspective

  • You want to explain the complexity – but no one listens or truly comprehends.
  • You’re asked to deliver without a shared understanding of what it really takes.
  • You see why trade‑offs matter – but the business context behind decisions often remains unclear.
  • You face pressure to “just use AI” – while knowing its limits, risks, and integration challenges are rarely understood.

Moving Forward. Together.

Leaders and teams both need to widen and deepen their insights into how software and business really works. When they do, the gap transforms into common ground – where both can fulfill their responsibility for outcomes.

Meaningful Conversations

Join discussions with confidence, credibility, and the language that bridges perspectives.

Common Understanding

Set priorities and make decisions based on shared insight into business and technical realities.

Mutual Support

Enable and support each other to overcome obstacles and deliver results together.

Trust & Respect

Feel the satisfaction of being heard, respected, and trusted to steer outcomes that matter.

Foundations for Closing the Gap

Alignment between business and development rests on three major pillars that create lasting transformation. Understanding these foundations enables leaders and teams to collaborate effectively and drive sustainable value.

Value Creation​

Understand the full lifecycle from identifying customer needs through development, delivery, and operations. Trace how decisions affect value at every stage.​

Business Context​

See how software decisions connect directly to strategy, economics, and organizational goals. Understand the “why” behind technical choices and their impact on the bottom line.​

Engineering Excellence​

Adopt practices that drive quality, speed, and sustainability. Build systems that scale, adapt, and deliver consistent results over time.​

Hi, I'm Adrian

I am passionate about bridging the gap between business and software development – turning misunderstanding into shared insight and collaboration. 
I demystify software development, build common understanding on fundamental principles, and enable meaningful conversations that foster collaboration.
My ultimate goal is to contribute to better software for the world – with less friction for those who build it and more value for those who use it.
  • Over 25 years of experience
  • Large‑scale software development and consulting
  • Multiple industries (healthcare, telecom, automation)
  • Leading international teams
  • Advising leaders and driving transformations
  • I explain software development in business terms – and business strategy in technical terms.
  • I show how requirements, architecture, coding, testing, and operations interrelate – and how they impact value creation.
  • I offer frameworks, language, and tools that help leaders and teams collaborate effectively.
  • I see software as an evolving system – iterative, cross‑functional, and context‑dependent.

My Guiding Qualities

These principles shape how I work with leaders and teams, ensuring every engagement delivers clarity, trust, and tangible results. They reflect my commitment to excellence and meaningful collaboration.

Curiosity & Refinement

Exploring patterns, experimenting in complex environments, and continuously adapting approaches that create lasting impact and sustainable change.

Execution & Pragmatism

Focused, flexible, and committed to getting things done with common sense, resilience, and a bias toward action over analysis paralysis.

Clarity & Outcomes

Analytical and holistic, bringing structure and orientation while keeping purpose and impact front and center in every decision.

Respect & Excellence

Communicating at eye level, grounded in deep expertise, continuous learning, and a steadfast refusal of mediocrity in all endeavors.

Empathy & Integrity

Here to help, not to judge; guided by honesty, trust, and responsibility in every engagement, building relationships that endure.

Different Paths. One Goal.

Organizations and individuals face different challenges, so there’s no single way to close the gap. I offer multiple routes – each designed to meet you where you are and move you forward.

Speaker - Impulse & Inspiration

What it is: One-time engagements for keynotes, conferences, or leadership events that spark new thinking.
Why it matters: Challenges assumptions, motivates leaders and teams, and creates momentum for change.
How it works: Tailored impulses connecting business and software realities, delivered with clarity and authority.

Trainer - Structured Learning

What it is: Systematic training programs grounded in experience, principles, and evidence-based practices.
Why it matters: Builds shared language, common understanding, and practical tools for lasting collaboration.
How it works: Self-assessments, tailored courses, and weekly Q&As to embed learning and sustain growth.

Guide - Transformation Support

What it is: Hands-on consulting to embed alignment into daily practice and organizational culture.
Why it matters: Closes the gap in real projects, ensuring decisions connect to business outcomes.
How it works: Collaborative consulting, proven frameworks, and ongoing support to integrate all three pillars.

Your Next Step

Connecting business and development doesn’t have to be complicated. Here’s how we move forward together:

1

Start the Conversation
We talk about your specific challenges and goals, and identify where the gap shows up most clearly in your organization. No pressure, just clarity.

2

Choose Your Path
Decide whether you need impulses (Speaker), structured learning (Trainer), or transformation support (Guide). I’ll help you determine the best fit.

3

Close the Gap Together
We align business and software realities so leaders and teams gain confidence, clarity, and the ability to deliver results that matter.
Let's start a conversation