About
Pontus Siren & CTIT LLC, Customers Think In Tradeoffs
Independent Thinking
In an ever more competitive world, understanding customers and constantly developing compelling solutions is critical for enduring commercial success. Yet, most companies don’t have clear definition of customer centricity or an underlying methodology that would allow them to operationalize the concept. Just ask a three of your colleagues how they define customer centricity and you’ll probably get three different answers. Individuals within organisations intuitively know that customer centricity is important, but it’s understood inso many different ways that it confuses rather than focuses action.
For many, customer centricity is an incantation that can’t be operationalised.
CTIT was launched in 2023 with one goal in mind, help organisations understand and operationalise customer centricity. Having seen dozens of companies struggle with customer centricity and innovation driven top line growth, I developed the CTIT methodology to help organisations become more customer centric and to innovate with greater predictability.
About Pontus
Unique insights and expertise
Pontus has advised large corporates on the topics of customer centricity and innovation driven growth for almost 20-years. In a career that spans BCG and Innosight, he has worked across dozens of companies and industries, three continents and over 20 countries, he has developed a unique perspectives on why companies struggle so much with customer centricity and innovation driven growth. More importantly, he has seen what works and what doesn't. Pontus offers unique and insightful perspectives on these topics and provides executives with a clear and actionable roadmap to operationalise customer centricity.
Pontus founded CTIT Consulting in 2023 to help organisations small and large understand and operationalise customer centricity. He saw that many large organisations considered customer centricity a strategic priority, but despite their size and resources, did not have a common definition of the term and more importantly, a methodology that would allow them to operationalise the concept. He has worked with large clients to help them develop a common language and embed the CTIT methodology throughout the organisation.In one of his efforts, he developed a customised digital training program for 30-thousand strong pharmaceutical company. CTIT Consulting serves organisations that want to operationalise customer centricity and to drive impact through deep insights into customer choices and thinking.
Prior to founding CTIT LLC, Pontus worked at Innosight where he was a partner for 9 years. He worked across industries in Europe and Asia, and focused on the topics of innovation driven growth and customer centricity. Between 2002-2011, Pontus was the CEO and founder of BionerisAB a biotechnology startup established together with the Karolinska Institute Investment Fund. The company was focused on developing novel treatments for cancer cachexia. Pontus has published, as the lead or co-lead author, 9 peer reviewed articles on the topics of cancer cachexia and SIDS. Before his biotech career, Pontus worked for BCG in the Nordic region for 6 years. Pontus holds an MBA with honors from the Helsinki School of Economics, a Master of Philosophy International Relations with honors from Cambridge University, a Master of Philosophy Russian and East European Studies with honors from Glasgow University and a BA from Hamilton College.