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About
Complex problems are where I do my best work.
I’m Martin Frühwirt, founder of enablico. For more than 20 years I have helped B2B software companies turn complex technology into products that customers understand, use and value.
How I got here.
I started in tech in December 2005 and have spent every year since close to products: shaping a vision, validating new ideas, scaling platforms and building the teams that carry them.
I have done that as Head of Product, as Product Manager, as an advisor and as a fractional product leader. The industries varied: B2B software, SaaS platforms, fintech, healthtech and regtech. The pattern did not. Growth adds complexity faster than an organisation can absorb it, and delivery slows down long before anyone calls it a strategy problem.
enablico is where that led. One person, senior enough to work with founders and leadership teams, close enough to the work to be useful in the first week.
How I work.
3 things hold true in every engagement, whatever the format.
I start with evidence
Interviews, data and the artefacts you already have. My opinion comes after that, not instead of it.
I work inside the team
I sit with the people doing the work, not beside them in a review cycle. Findings that only live in a document change nothing.
I leave structure behind
When I step out, the priorities and the way you set them stay with your team. That is the point of the engagement, not a side effect.
The short version.
— More than 20 years in product, the first role in December 2005
— Head of Product, Product Manager, advisor and fractional product leader
— B2B software, SaaS platforms, fintech, healthtech and regtech
— Founders, product leaders and leadership teams, from scale-ups to enterprise platforms
— Based in Vienna, working across DACH and beyond
— English and German, in writing and in the room