Peter is a subtle genius. His advise helped us pivot our technology and platform from a "boil the ocean" positioning to a minimum viable product that could reach a substantial segment that has a serious pain point right now. Peter also knows how to "right size" his advice, coming in hard when its needed and laying back when incubation is required. He has helped us in positioning, sales, and of course e-commerce. We are very pleased with Peter as an advisor.