Alan O’Neill focuses on a question many organisations avoid: why customers buy, and why growth stalls even when customer experience appears strong. A commercial strategist and advisor, his work sits at the intersection of pricing, value perception, and customer decision-making. He challenges the assumption that improving experience alone drives performance, showing instead how unclear value, weak differentiation, and misaligned pricing quietly erode both loyalty and profit.

Alan works with leadership teams to diagnose where growth breaks down between proposition, price, and experience, and how decisions about value are communicated and defended in competitive markets. His talks are analytical, commercially grounded, and centred on the leadership judgement required to deliver sustainable growth rather than short-term volume.