Brendan Hughes
Founder and Chief Commercial Architect at Liffey. Twenty years in commercial roles across companies from scale-ups to PLCs, lining up the systems, the processes and the people behind a strategy.
Twenty years of watching good strategy go out of date.
Twenty years of commercial work, from scale-ups to PLCs, and the same disconnect every time. The strategy is agreed, written down, and excellent on paper. Then the team hits the coalface, the market moves, and it is out of date almost immediately.
Every attempt to fix that failed on the same thing: somebody has to maintain it, and nobody does, for long enough to matter. Liffey exists because that maintenance is now something a system can carry, with a person still deciding what the evidence is worth.
Brendan works directly with companies across Europe on the commercial architecture itself: who they serve, what they sell on, how they price, and the operating rhythm that executes it.
Commercial strategy, and where value leaks.
Each piece takes a position rather than surveying the options.
Your team is using AI. The business isn’t.
- Most businesses have adopted AI. Few have operationalised it, and the advantage has moved from access to where AI sits in commercial decision-making.
Your customers are about to ask you to prove it.
- The benefit of the doubt is gone from B2B buying, and that changes pricing, packaging, and what a company has to be able to evidence.
Twenty minutes, on your commercial strategy.
Where the strategy is thin, what a commercial brain would hold, and whether Liffey fits.