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Making sense of complex challenges — with AI and product thinking as enablers, not the goal.
I help organisations make sense of complex change, particularly where digital, AI, and people intersect. My focus is on practical decisions and sustainable outcomes rather than short-term momentum. I work alongside thoughtful teams to turn uncertainty into clear, confident progress.
In practical terms, this usually means work like:
If any of this resonates, feel free to get in touch.
I’ve spent more than twenty years helping organisations make practical use of digital, data, and emerging technology. My work has spanned public bodies, FTSE 100 companies, and not-for-profits across publishing, finance, legal, and healthcare — always focused on turning good ideas into change that people can actually use.
Through Crux, I bring together strategic perspective and practical delivery — working across product, user experience, AI adoption, and transformation. I help organisations design and launch new services, rethink existing ones, and embed innovation in ways that improve customer experience and create lasting value.
Helping organisations and executives embrace AI and machine learning — translating new technology into scalable, intelligent solutions that enhance performance, insight and leadership alignment.
Defining clear, data and customer-informed strategies to unite vision, people and performance — building lasting success. We help leadership teams clarify priorities, align stakeholders, and move ideas into execution.
Guiding teams through digital, cultural and operational change with clarity and confidence — ensuring change is sustainable, empathetic, embedded, and aligned with long-term business goals.
Creating customer-centric products, services and strategies that connect with users, deliver value, and evolve with the needs of your business. We blend usability, design and strategy to build lasting impact.
Designing purposeful content strategies that engage audiences, strengthen brand voice, and drive clarity across channels. We work closely with teams to activate and execute strategies effectively.
Building experiences that balance empathy and efficiency — ensuring consistency across every touchpoint and turning understanding into loyalty and advocacy.
Helping brands communicate with clarity and creativity — aligning messaging, campaigns and customer touchpoints to build trust and engagement.
Partnering with leadership teams to provide insight, challenge and direction — ensuring every decision drives forward strategic goals.
I work with organisations and leaders who are trying to make sense of complex change — particularly where digital, AI, and people come together. I’m most useful when things feel unclear and someone needs to help shape the problem, bring perspective, and focus on what will genuinely make a difference.
The best outcomes come from working with thoughtful, committed people, not from lone-hero delivery. I see my role as thinking alongside teams — helping translate digital and AI possibilities into practical decisions that make sense for the organisation, its customers, and its culture.
I care about genuine value and sustainable change. That means focusing on outcomes that will still be working long after the project has finished, rather than activity that looks impressive but fades once the attention moves on.
I expect to learn as much as I contribute — about the organisation, the problem, and sometimes about myself. Curiosity and humility are part of the job, not optional extras.
Progress is only useful when it’s in the right direction. I help organisations get clear about priorities, risks, and trade-offs so they can move forward with confidence rather than pressure-driven activity.
Good work should be compatible with healthy, sustainable lives. I aim to create ways of working that respect people’s time, energy, and commitments outside the office.
If this way of working resonates, we’ll probably enjoy working together.
Crux has delivered strategic and transformative work across industries — from publishing and healthcare to finance, technology and the public sector. We partner with organisations to design strategies, products and AI-driven solutions that create lasting impact.
“From day one, Edin made a clear impact — combining strategic insight with empathy and operational focus to drive transformation at scale. His deep understanding of product development as a mindset, not a silo, helped embed lasting change across teams.
Highly collaborative and skilled at managing diverse stakeholders, Edin consistently built alignment and momentum. I would strongly recommend Edin and Crux Consult to any organisation seeking to elevate their product strategy or deliver cross-functional change.”
Emily Clark
Audience Development Lead, Informatech
“Crux Consult combines exceptional breadth and depth across digital product strategy — from stakeholder management and discovery to UX, content, and technical delivery. But what truly sets them apart is their leadership mindset and drive to create meaningful impact.
If you’re looking for a partner who can define a clear direction, energise teams, and deliver results that matter, Crux Consult is the right choice.”
Alan Plunkett
MD NHS.uk, NHS Digital
“Crux Consult brings a rare blend of strategic clarity, empathy, and delivery excellence. They can be dropped into complex, fast-paced organisations with confidence — quickly building trust, aligning diverse teams, and driving meaningful progress.
Their approach is deeply collaborative and human-centred, combining a sharp understanding of business strategy with a pragmatic, hands-on ability to solve problems at every level. I would thoroughly recommend Crux Consult, having seen their impact across multiple organisations.”
Mark Breslin
Chief AI Officer, Informa Plc
“A trusted partner who blends strategic insight with genuine collaboration. Crux Consult consistently delivers value across every project.”
Stephen Carter
CEO, Informa Group
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