![[Original size] Breakthrough_edited.png](https://static.wixstatic.com/media/4ad80b_34599a8d10da4fb4b5b83ee25ce3b6bc~mv2.png/v1/crop/x_14,y_89,w_1440,h_489/fill/w_980,h_333,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/%5BOriginal%20size%5D%20Breakthrough_edited.png)
Why Breakthrough Moments exists
“I kept seeing strong technology businesses work on the thing they could see — while the real constraint sat somewhere underneath it.”
That repeated pattern is what led to Breakthrough Moments: start with observable reality, understand what is actually constraining the commercial decision or system, and only then decide what deserves to change.
about andrew mallaband
Commercial experience shaped the diagnostic approach
Founder | Breakthrough Moments
For more than three decades, Andrew has worked with B2B technology companies across commercial, go-to-market and value communication challenges.
The work has increasingly centred on situations where the visible commercial problem is not the underlying one. That means working from evidence, testing interpretations with the people closest to the business and changing the recommendation when the facts do not support the first assumption.
The working belief is simple: better understanding supports better decisions. Better decisions make it less likely that companies spend time and money fixing the wrong problem.
30+ years Commercial & GTM experience
B2B technology Complex-offer experience
Evidence-led
Approach
Decision quality
Primary outcome
01 | You do not need a polished brief
It is enough to know that something important is not working as expected.
02 | Your correction matters
The interpretation should get better when people closest to the business challenge it.
03 | No fixed intervention is assumed
The recommendation follows evidence, including when the right answer is not to proceed.