About
The practice behind the research.
I started my career as a physicist. Theoretical physics teaches you to look for the structure beneath the surface - the forces and patterns that explain why systems behave the way they do, regardless of what they look like from the outside.
That instinct has shaped everything I’ve done since. Across two decades of working with Fortune 100 and Fortune 500 organisations, I’ve carried the same question into every engagement: what’s actually going on beneath the surface of this organisation, and what would need to change for the strategy to work?
Why Endeavor Exists
Organisations navigating AI transformation need an independent voice. Not a vendor selling a solution. Not a consultancy selling a methodology. Someone who has sat on every side of the table - enterprise, vendor, research, stage - and can tell you what’s working, what’s not, and what the structural barriers are.
That’s what I built Endeavor Intelligence to be. The work is anchored in the Endeavor Report, a programme of independent research that analyses where enterprise AI adoption actually stands - based on real data, leadership conversations across industries, and the patterns that emerge when you look at enough organisations honestly.
Why the Vantage Point Matters
I work with technology vendors on go-to-market strategy and positioning. I work with enterprise leaders on AI transformation, operating model design, and governance architecture. The work reaches wherever AI adoption demands structural change: commercial teams, operations, workforce capability, finance, enterprise strategy. I speak at conferences and executive forums worldwide. And I publish independent research that informs all of it.
Each lane sharpens the others. The vendor work gives me insight into what’s being built and sold. The enterprise work shows me what’s being bought and how it’s being used (or not). The research provides the evidence base. The speaking translates all of it into arguments that move rooms. No single lane alone would produce the perspective that clients value.
The writing follows the same pattern. Two TD Magazine cover stories, contributions to Coaching Magazine and the Learning Guild, and a body of independent analysis that practitioners consistently rank among the most useful in the field.
How I Run the Practice
I run Endeavor on an AI-augmented model - the firm practises what it advises. Research production, content workflows, client engagement, and operational infrastructure are all built around the same principles I recommend to clients: clear governance, deliberate architecture, human judgment where it matters, AI augmentation everywhere else.
That matters because it means the advisory comes from someone who operates this way, not someone who theorises about it. When I tell a client their governance model needs redesigning, I’ve already redesigned my own.
It's always a treasured treat to talk and think along with Markus. There are very few people if any who have mingled with so many of the front-edge innovators of learning technology. He is in a unique position to synthesize and so very generous of his time to share and help guide us all.
Dr. Michael Allen - Chairman and CEO, Allen Interactions
Get in Touch
If you’re a vendor executive looking for independent strategic partnership, an enterprise leader navigating AI transformation, or a conference organiser looking for a keynote that moves the room - I’d like to hear what you’re working on.
