It's strategic thought like this I feel is missing from the...

It's strategic thought like this I feel is missing from the board at the moment. Asking these kinds of questions is normal — and should be encouraged at the company level — if we are ever going to solve the conundrum called “lack of sales and adoption.”

The suggestion of a targeted, outcomes-driven campaign — such as a professionally produced video showcasing real-world energy savings — is the sort of initiative that goes beyond vague partnerships and starts speaking directly to end users, investors, and decision-makers alike.

Why aren’t we seeing this kind of execution?

If the product is as good as we believe, then marketing, IR, and strategic communication become the catalysts that turn technical credibility into commercial traction. And if there are limitations — be they cost, conversion complexity, or market resistance — then shareholders deserve transparency about how the company plans to overcome them.

In parallel, we need to see the significant management overhang addressed and put to bed once and for all. Whether it’s structural inertia, cultural disconnects, or simply a failure to listen, it’s clear the current leadership dynamic — particularly the grip held by our so-called American overlords — has failed to generate meaningful commercial momentum or investor confidence. That’s not an emotional statement, it’s an observable outcome. The time for loyalty to legacy is over; now is the time for performance, transparency, and clear, shareholder-aligned accountability.

I hope these ideas make it onto the desk of both the board and the new IR partner. A little strategic bravery could go a long way in turning this story around.

In a previous post today Marketingman made a very poignant point about the google search results of EdgeAi leadership. Truly basic stuff that we shouldn't even be talking about..