The Difference Engine | B2B Category Design | Private Equity | Venture Capital

In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.Today, we explore what it really takes to lead a category in 2026.Also in this episode: We’ll dig down into all the things that can go wrong on your category journey, and we’ll be reviewing the relationship status of Category creation and VCsWhat to look forward to:00:33 Category creation in a post-SaaS, post-SEO tech world17:51 So you’re on a category journey - what can possibly go wrong?43:30 The “Dead in the Water” Trap - the new relationship between VC and CategoryThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

It’s time to dust off our crystal balls as we conjure our Top 10 tech predictions for 2026. In this episode, we take a look into the year ahead and unpack a bumper crop of new tech ideas and category acronyms from AWO and ANAA to EIG and beyond. AI is firmly in the driving seat for 2026. It’s racing us towards real paradigm shifts in how businesses operate, how value is created, and how entirely new categories are born. So buckle your seat belts. This is going to be a fun ride.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

In 1990, while working at CERN, Tim Berners-Lee proposed and developed what would become one of the most influential spinouts in history: the World Wide Web. The Web was opened to the public in 1991, and in 1993 CERN released the software into the public domain - enabling its rapid global spread and laying the foundation for today’s modern Internet.In Episode 66 of The Difference Engine tech strategy podcast, Paul Maher and I explore a new report that shows European spinouts are emerging as a deep-tech powerhouse. Since 2019, they’ve accounted for 40% of all new startups in these fields - an 80% increase compared with the previous decade.  But the US is still using M&A to capture most of the value from European innovation. So the question is: how does Europe manage this momentum and build future global category leaders?Also in this episode: we unpack the UK’s contentious Digital ID debate and explore the signs that Salesforce is entering the twilight of its era of uncontested category dominance.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Recorded in partnership with Boardwave, this episode of The Difference Engine features Colin Tenwick - a leader whose career tracks the evolution of modern tech.Colin began in the early enterprise software era with Ingres, later leading Sybase and driving Red Hat’s European expansion long before open-source and SaaS were mainstream. Colin’s career is one of constant reinvention. He scaled StepStone into one of Europe’s first major digital recruitment platforms, steered BookaTable as it brought online reservations to the masses, and chaired hybrid-cloud provider Control Circle through to a successful exit.Today, Colin serves as a non-executive chair and investor across private-equity and venture-backed companies, from cybersecurity and marketplaces to consumer platforms and education.In this episode, we explore how Colin maintains consistency and strength within an ever-changing tech industry and how his people-first approach has made him a trusted mentor to founders and boards alike.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

It’s easy to be captivated by the dazzling glow of AI. Sky-high valuations, relentless acquisitions, and the promise of investor cash are drawing in a swarm of hungry tech moths. But what’s really fueling this blaze? What forms the wax that keeps this light alive, and are we overlooking the real AI winners?Today, we uncover the hidden power behind the AI boom.Also in this episode: we’ll look to the past to uncover what the future holds for Category Design, and we’ll take a sharp look at Europe’s unicorns to explore what they reveal about exclusion in tech.What to look forward to:00:33 The Quiet Category Power Beneath the AI Boom11:08 Unicorns and the Glass Ceiling – Europe’s 2025 Tech Reality Check17:17 Category Design's futureThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

MIT’s State of AI in Business 2025 report found that 95% of generative AI pilot projects fail to deliver a measurable return on investment. When findings like this drop, they spread fast - sparking debate, reshaping narratives, and influencing how companies, investors, and even public policymakers think about AI’s real-world impact.So what does MIT’s and other recent reports actually tell us about the position of the AI industry and tech sovereignty? Is it a sobering reality check, meaningless noise, or something else entirely?Also on today’s episode: We’ll be backing our brothers and sisters in Europe, asking if ChatGPT has reached its category peak and talking about a man of many tech and finance moments, Hermann HauserWhat to look forward to:00:33 Reviewing recent AI reports11:22 Taylor Swift nah, meet fast Hermann19:16 ShatGPT? Let’s talk crap…  32:29 Enough of the EU bashing There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Cornwall, in England’s far southwest, is known for its rugged coastline and mining heritage. Home to just over 600,000 people, it’s produced cultural icons from author William Golding to Fleetwood Mac’s Mick Fleetwood - and now, CUBE’s Founder & CEO, Ben Richmond.In 2008, as the world reeled from the fallout of the financial crisis, Ben saw an opportunity in the wreckage. Predicting a tidal wave of regulatory complexity, he set out to bring clarity to the chaos - creating a platform that could turn regulatory noise into actionable intelligence. That vision became CUBE, now a global leader in RegTech.Recorded live at Boardwave Live, this conversation explores Ben’s journey from a working-class Cornish town to building a brand-new category, redefining compliance as not just a necessity but a strategic advantage and building one of the world’s leading RegTech firms.Ben Richmond isn’t just navigating the future of compliance; he’s defining it. That's why they call him the Rockstar of RegTechThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Recorded at Boardwave Live, this episode of The Difference Engine features former British Army Major General Rupert Jones. With three decades of service, from commanding 5,000 troops in Afghanistan to leading the liberation of Mosul and Raqqah, he brings unparalleled knowledge of strategic leadership. Now advising startups, Rupert guides us through the rapidly relevant world of Defence Tech. We’ll explore how technology and government intersect, the distinctive challenges of defence investing, and why the military might be an unexpected yet rewarding place to take your business. Truly, the Very Model of a Modern Major-General.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

This week, the Difference Engine is stepping out of the office and heading to one of the most exciting tech events of the year - Boardwave Live 2025. The Boardwave network brings together a powerful community of founders, CEOs, chairs, independent NEDs, and investors from across Europe, representing companies at every stage of growth.At their flagship live event in the heart of London, we had the privilege of learning from some of the brightest minds in European tech. It’s an inspiring gathering that gives us at the Difference Engine great optimism for the future of the industry.In this episode, we share our key takeaways from the standout talks, on-the-ground interviews with attendees, and our reflections on the evolving direction, ambition, and next steps for European software.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Klarna has been through the wringer. Once Europe’s most valuable fintech, it’s endured a sharp valuation drop, a tough round of layoffs, and endless questions about the sustainability of ‘buy now, pay later.’ However, with profitability back on the books, Klarna is pushing ahead with its long-awaited IPO. So, does sheer staying power translate into success on the public markets, and does it have that vital Category angle?Also on today’s episode: European fintech takes aim at US incumbents, and AI makes bold moves in bankingWhat to look forward to:01:01 Klarna going for IPO09:26 AI waits for no government - and banking isn’t waiting either19:51 Can European fintech redefine US retail banking27:50 AI Assurance - category or claptrap?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

As the sun sinks over the faltering London Stock Exchange, a new frontier is emerging. Not in Silicon Valley or Wall Street, but deep in the heart of Texas. There, a sharp-shooting newcomer is stepping through the salon doors with a bold dual-listing strategy.Could the Wild West be quietly transforming into the best place to do business?Also on today’s episode, the misunderstanding of the impact of AI and what the first quarter numbers reveal about the SaaS software market.What to look forward to:00:36 Y’all Street12:42 How we’re misunderstanding the impact of LLMs and AI20:25 What Q1 Numbers Reveal About the SaaS Software MarketThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

“What's in a name? That which we call a rose by any other name would smell as sweet”. This might’ve been true for a couple of love birds in the 15th century, but in the battle for supremacy in today’s AI war, a name (and who controls it) means everything. So who will win the right to claim the name of this new AI category?Also on today’s episode, we’ll ask where all the Quango bosses are going and denounce corporate greed on the anniversary of Mike Lynch’s death.What to look forward to:00:39 The fight to name the new adtech category of AIO vs GEO11:33 Corporate greed on the anniversary of Mike Lynch’s death19:04 Where are all the Quango bosses going?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Welcome to the fifth in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development.This week, we are joined by tech entrepreneur Sean Williams. A Philosophy graduate from Cambridge University, Sean brings a sharp strategic mind to solving some of the toughest business challenges with AI. As the Founder and CEO of AutogenAI, a fast-growing scaleup backed by investors like Blossom Capital, Spark Capital, and Salesforce Ventures, Sean is helping companies write smarter, faster, and more persuasive bids for public sector and corporate contracts. Before AutogenAI, Sean founded Corndel Ltd, a workforce development company helping teams make meaningful use of the Apprenticeship Levy. He scaled Corndel to a 350-person team before exiting in a $60 million deal in 2020. In this episode, we dig into his entrepreneurial journey, the future of AI in enterprise, and why it ain't what you don't know that gets you into trouble. It's what you know for sure that just ain't so.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

A seasoned technology executive with an extraordinary career spanning more than four decades, Bill Conner is the real deal. From leading companies through high-stakes turnarounds to creating category-defining tech products, Bill has done it all. He’s been a four-time CEO, a trusted partner to Private Equity and Venture Capital, and a go-to expert for driving both top and bottom line growth in complex technology businesses.In this episode, we sit down with Bill to trace his remarkable journey from early engineering roles at AT&T to reshaping the future of cybersecurity at SonicWall and now leading innovation at Jitterbit, where he’s leading their AI-infused low-code platform. We dive deep into AI’s inflection point, his time advising global cybersecurity policy, and the leadership principles that have powered decades of success.Bill's story is a masterclass in resilience, strategic vision, and value creation. If you're building, investing in, or leading a tech company, this episode is not to be missed.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

What do we know about Grok? We know it’s Elon Musk’s latest so-called free speech machine and that it has drawn heavy criticism for spreading hate, earning the disturbing nickname ‘Mecha Hitler.’ With headlines dominated by non-stop controversy, it's no surprise that the broader public knows little about Grok’s technological potential.So are we missing something? Has all the outrage obscured a significant breakthrough?Also on today’s episode: we continue our assessment of the mad mad world of AI right now and take on the future of consulting.What to look forward to:00:26 What the Grok is Going On?06:53 It’s a Mad Mad AI World24:24 Big Flaw in the Big Four? The Future of ConsultingThere is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

The UK government has pledged £550 million towards quantum technologies. At first glance, that might sound like a hefty sum—enough to buy Chelsea a striker or two. But when you stack it against Amazon’s £40 billion investment in the UK, it raises a serious question:Is the UK taking quantum seriously?Also on today’s episode: we take a look at how Swedish startup Lovable stacks up in the crowded AI arena, and explore why, when the going gets tough, the tough choose to think differently.What to look forward to:00:30 £550m for Quantum, £40bn from Amazon09:46 When the going gets tough, the tough think different 21:10 Lovable - Europe’s new category leader?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

‘A gut feeling.' It's a fairly common answer from many VCs when asked why they backed a particular startup over another. When all the numbers have been crunched and the data deliberated, the final decision often bypasses the brain and falls on the gut. However, is the human gut about to be out of a job?Nik Storonsky, co-founder of Revolut, is betting on it. Will his new venture, QuantumLight, usher in a new era of algorithmic investing? And if so, are you ready?Also on today's episode, a word from the Wise to the London Stock Exchange andn we wade through all the noise coming out of London Tech Week What to look forward to:00:30 Has the age of algorithmic investing begun?11:48 London tech listings - Wise, the overdue wake-up call21:33 London Tech Week or London Tech Weak?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Every crisis hides an opportunity. That might be cold comfort for M&S execs staring down a £300 million profit hit after a shelf shattering cyberattack. However, here at The Difference Engine, we prefer to see the positive.With cybersecurity now front and centre, and traditional defences clearly falling short, the question is: how can you seize the moment?Also in today’s episode, how Builder.ai rose fast and stumbled hard, and whether Intel can hold it together after going under the knife.What to look forward to:00:32 The £300m lessons from the Marks & Spencer hack 10:41 Builder.ai - Dotcom time again?20:22 Intel: The surgery is underway, but will a dissection begin?There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Welcome to the fourth in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development.This week, we are joined by tech entrepreneur Amber Vodegel. Born in the Netherlands and now based in the UK, Amber has built a career at the cutting edge of healthtech, creating tools that directly improve lives. As the founder of Pregnancy+, the world’s leading pregnancy app with over 150 million users, she bootstrapped her way to a successful acquisition by Philips. Today, Amber is leading 28X, a groundbreaking femtech initiative using AI to close the gaps in women’s health through inclusive, privacy-first education and care. Alongside her entrepreneurial ventures, she also serves as a Non-Executive Director at MyHealthChecked PLC, continuing her mission to drive ethical, sustainable innovation in digital health.There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

Y Combinator is widely regarded as the world’s leading startup accelerator, having helped launch companies now worth a combined $800 billion! So when they speak, it’s worth paying close attention. Today, we’re diving into some timeless wisdom from Y Combinator co-founder Paul Graham.Could a couple of key insights change your chance of success?Also in today’s episode, we'll take a look at the launch of a new Big 4 spin-out consulting firm, Unity. They are backed by $300 million of PE money.  But are they different enough to cut the mustard?What to look forward to:00:35 Growth lessons from Y Combinator18:11 Where’s The Difference? The Cobbler’s Children Run Barefoot at Unity There is more information on how to design your category on our blogFollow us on LinkedIn:Paul Maher Jonathan Simnett Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.