· Strategy · 2 min read
Why I called this practice Meanwhile
Between the decision to adopt a technology and the moment someone actually uses it, there's a gap. I called it Meanwhile.
The name Meanwhile comes from something I’ve observed many times in twenty years of working with businesses of every size.
Technological change doesn’t happen when you buy the software. It doesn’t happen when you sign the contract with the consultant, or when you present the new strategy to the team. It happens afterwards. It happens in the meantime: between the moment you decide to adopt a tool and the moment someone actually uses it, every day, to do their job better.
That “meantime” is where most of the value gets lost. The management system bought and never properly configured. The automation nobody adapted to real processes. The CRM full of data six months out of date because filling it in is an extra burden, not an advantage.
I’ve spent two decades working in that space. I’ve founded startups, led digital agencies, built products for major national and international brands. Throughout that time I’ve provided technology and services to HoReCa operators, SMEs and professional businesses. With a strategic approach, yes, but grounded in operational reality and alongside the people who have to use those systems on Monday morning.
Meanwhile in English denotes the stretch of time between two events. It’s a word that lives on the threshold, in the passage, in that territory that is no longer the before and not yet the after. There’s something deeply honest about this concept: it recognises that transformation is not a single moment but a process you walk through. In that passage, an investment in technology either creates value or remains a cost.
This practice exists to take care of that moment. To help people running a business understand which tools make sense, how to get them to work together, and where artificial intelligence can solve real problems instead of creating new ones.
I don’t sell technology. I use it, test it, evaluate it. I build prototypes, coordinate development, get my hands inside the platforms before bringing them to a client. When something isn’t needed, I say so.
Meanwhile is the name of this approach. Not the before, not the after. The in-between.