Who are we
About Fennel
The experience behind Threshold
Built as we go
Strategy and hands-on setup happen together, so you leave each stage with something that works.
Doctorate-level rigor
Your offer, pricing, and first experiments are grounded in evidence, drawing on an applied doctorate in how buyers make decisions and years of enterprise judgment.
Product Ops
UX & Research
Go‑to‑Market
Org Design
Delivered as it’s ready
Each piece of your setup is handed over as soon as it’s finished, so progress builds steadily and you can act on it right away.
Intentionality, then implementation.
Build a business that supports the life you want to live.
Meet your guide.
I spent more than 20 years inside large organizations, most recently as Director of Customer Research & Strategy at Gogo Business Aviation. There, I learned how strong decisions get made when the stakes are high, the systems are complex, and the budget belongs to someone else. I launched a loyalty product alongside the customers who would use it, earned two patents for a machine-learning approach to measuring customer satisfaction, and completed an applied doctorate in how buyers actually make decisions.
When I left corporate to build Fennel, I learned how demanding the setup decisions can be: how to structure the business, what to build into the back office, what to offer, and how to price it. The work is exciting, and it can also be surprisingly isolating.
Threshold exists so you can work through those choices with a clear framework and a seasoned guide beside you. I work with a small number of clients at a time, staying involved after launch through six-month check-ins and an annual retro, because the first year of business always teaches you what the plan could not.
Beyond the glimpse.
Strategic + Practical
We blend strategy with implementation to deliver tangible results.
Scale-ready systems
Built for enterprises and startups alike, ready to grow with you.
Tailored solutions
We bring proven patterns, then adapt them to your product, customers, and team so the work fits how you actually operate.
Deep expertise
You get a mix of specialists in research, pricing, UX, operations, people, and revenue, without having to juggle multiple firms.