Twenty years rebuilding global accounts and relationships when trust had turned into pressure, delivery had drifted into legal dispute, and strategic ambition had collapsed into commercial frustration, then helping the people on both sides find a way back into confidence, growth and award-winning strategic partnership.
Craig Horton is an Amsterdam-based AI Transformation Advisor with 20 years of enterprise leadership at HPE, Atos, Microsoft, Accenture, and Salesforce, working close to the point where technology, delivery, politics and commercial value all meet. His track record is anchored to measurable financial outcomes, EUR 300M EBITDA uplifts, 60 percent revenue growth, and distressed accounts turned into reference engagements within two quarters.
The work underneath that record has always been about more than selling the next platform or rescuing the next account, because the real issue is usually hidden in the operating model, the governance, the adoption path, the commercial tension, or the relationship that has become too transactional to grow. Craig does his best work in that messy middle, holding up the mirror without losing the room, then helping teams move from pressure into trust and from trust into measurable value.
The current build cycle turns that experience into decision infrastructure for enterprise AI, through the Model Context Protocol, the Human-Agent Operating Model, the AI Business Value Framework, the Workflow Coroner, and The Transformation Brief. The thread across all of them is the same, AI transformation read through the lens of management, governance and behaviour, not technology.
Also Anthropic AI Fluency certified, plus certifications from Databricks, IBM, Kotter, Andrew Sobel's Client Advisor Master Class, LBS, and IE Business School.
In 2014 my heart stopped for three minutes, while running at the beach. 30 months later I was at the start line of my 1st Marathon des Sables, 250 kilometres across the Sahara.
That was the first of six 250-kilometre desert ultras between 2016 and 2025. Four Marathon des Sables, two Ultra X Jordan. The one award that matters to me is the 2025 MDS Never Give Up Award, because that is what the whole thing has been about, refusing to stop.
I wrote the full story in my book, Die Another Day, published by Troubador. Read it here.
Frameworks can look clean on a slide and fall apart the moment they touch a real process, and then progress stalls, and then grinds to a halt. I have had the same moment at 200 kilometres into a desert, and keep moving forward is the discipline I try to bring to every advisory engagement.
Thirty minutes on the calendar, you bring the problem, I bring the frameworks and an honest read. No pitch, no deck.
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