When global trade becomes chaotic, tech steps up to create order. In today’s episode, we explore the idea of ‘Tariff Tech’. Born from disruption, driven by necessity, and poised to reshape supply chains, resilience, and trust in an uncertain world.

Is there a golden opportunity hidden within Trump’s tariff turmoil?

Also in today’s episode, we’ll ask how AI can downsize your team while dialling up your productivity, and we’ll continue to be Europe’s loudest cheerleaders by speculating how the dumping of Chinese electronics could give the continent a competitive edge.

What to look forward to:

00:35 Market uncertainty and new category definition 

13:49 What could the dumping of electronics mean for European inflation and investment?

26:23 Smaller marketing teams and AI

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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Welcome to the second in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development.

This week, we are joined by Boardwave member and patron, Steve Garnett. A man of many accomplishments, Steve is best known as the former Chair of Salesforce in Europe, having built Category leader Salesforce’s operations in EMEA from scratch, a leadership challenge he’d previously risen to with both Siebel and Oracle. He is now a prolific SaaS tech investor and board member. From a council estate in Liverpool to the top of the enterprise software industry, Steve’s journey is both remarkable and inspiring. We’ll explore his path to success and the invaluable lessons he’s learned along the way.

There is more information on how to design your category on our blog

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Jonathan Simnett

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Why would someone buy a stock? It’s a good question - one whose answer has changed in recent times. Stock markets are struggling to keep up with the chaos of a new world order.

So in a market where a single Trump tweet can trigger massive, unpredictable swings where do tech investors turn and what impact will this have on the tech sector? Could it spell a Category opportunity?

Also in today’s episode, we’ll ask if Salesforce is making a new case for Category leadership and are static workforces a sign of the times?

What to look forward to:

00:29 The Trump Put = Tech Correction = Category Opportunity

10:37 Salesforce makes its new case for Category leadership 

21:51 Static workforces - sign o’ the times

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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Welcome to the first in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development.

This week, we are joined by Boardwave member Stephane Kurgan. A man of many accomplishments in the IT and associated investment industries, Stephane is best known for being the COO of European Category leader, King Digital Entertainment. During Stephane’s tenure, King made social gaming their own, listing on NASDAQ and growing to become a multi-billion dollar turnover organisation before an eventual $5.9 bn exit to Activision Blizzard in 2015.

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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It’s becoming increasingly clear that, despite our admiration for Nvidia, its future may not be as assured as it seemed just a few months ago. A striking graph from New Normal Consulting compares Cisco’s meteoric rise and sharp decline from 1990 to 2002 with Nvidia’s trajectory from 2014 to the present. The correlation is almost 100%. Spooky.

Do stock market bubbles always follow the same pattern? What forces could be pushing Nvidia towards a similar fate? And, what can Nvidea do to avoid ‘doing a Cisco’?

Also in today’s episode: Are we waving goodbye to SaaS and welcoming the era of AaaS? Plus, we take a trip across the Channel to unpack what the Paris AI Summit reveals about the shifting relationship between politicians and the tech industry.

What to look forward to:

00:40 Will Nvidia `do a Cisco`?

20:57 Who does the EU think it is? Or the UK for that matter

28:57 Is SaaS a Dead Man Walking?

There is more information on how to design your category on our blog

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Jonathan Simnett

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This week, we’re joined by one of Britain’s most innovative entrepreneurs, Husayn Kassai. Born in Iran, Husayn moved to Manchester at the age of 10, where his occupied with playing video games and selling Iranian music CDs online.

Husayn later attended Oxford University, where he secured £12,000 in funding to launch his AI start-up, Onfido. What started as a bold idea became a groundbreaking company, culminating in the UK’s largest AI exit to date with a $650M deal. Rather than stepping away after this milestone, Husayn has returned to the industry with fresh perspectives, renewed ambition and a new company called Quench.

A key to Husayn’s success has been his ability to anticipate the societies and demands of the future. In this episode, we explore his journey up to now and discuss where he and the wider tech industry are heading next.

https://quench.ai/

https://www.londonaihub.co.uk/

There is more information on how to design your category on our blog

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Jonathan Simnett

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NVIDIA's groundbreaking Personal AI Supercomputer has shaken the PC industry, leaving giants like Acer, Asus, Dell, HP, and Lenovo scrambling to find their footing. At the recent Consumer Electronics Show in Los Angeles, these manufacturers seized the opportunity to prove they belong in the emerging AI PC market. 

So, let's see what they’ve got to offer.

Also in today’s episode, we’ll be asking if the EU’s tech police are losing control of the streets and be giving you a hands on guide on how to carve out your own category niche

What to look forward to:

00:29 Desktop AI category wars hot up 

09:11 How to carve out a sub-category from an established niche

27:09 Is it all over for the EU as tech’s police?

There is more information on how to design your category on our blog

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Jonathan Simnett

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In tech, it often feels like innovation is reserved for the big players - those with the money and means to lead the way. But this can change in an instant. Just look at cloud computing, 3D printing, and the internet. These technologies democratised the ability for people to explore and push the cutting edge. Now, it seems the wall around AI is poised to be shattered with NVIDIA’s personal AI supercomputer.

So what happens when the full power of AI is placed in the hands of the masses?

Also in today’s episode, we’ll dive into the history books to extract valuable lessons from past category blunders and analyse Europe’s prospects for tech success.

What to look forward to:

00:23 Personal AI supercomputer - A new era of innovation

09:08 Category clangers 

34:59 Which way for EMEA’s Category leaders?

There is more information on how to design your category on our blog

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Jonathan Simnett

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What happens if you fail to adapt to the age of AI? Intel's decline offers us a compelling insight into this question. They failed to keep up with the pack in 2024 and on the first of December CEO Pat Gelsinger was forced into an early resignation.

So, what does 2025 hold for Intel? Is there a pathway back to industry leadership, or will this former giant be chipped away into obscurity?

Also in today’s episode, we ask if our obsession with AI is distracting us from developing critical tech, and what has happened to the category plays of the past? Are they losing, schmoozing or simply snoozing? 

What to look forward to:

00:37 Something had to give at Intel

07:33 AI’s Category cloak

15:45 Losers, Snoozers, and Schmoozers

There is more information on how to design your category on our blog

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Jonathan Simnett

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The world of tech never stands still.

2024 has been another year of breakthroughs, challenges, and trends. In this episode, we reflect on the most significant tech stories of the year, from AI's rapid evolution to blockchain's unprecedented expansion. Looking ahead, we share our predictions for 2025, highlighting the areas of tech that will redefine industries and reshape society.

What to look forward to:

00:40 The magnificent seven that defined the IT industry in 2024/2025

20:11 Lynch’s legacy

26:47 The state of EMEA startup categories

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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