The 5/95 rule, in one slider
Each bar is one commercial decision, ranked by revenue impact. Move the slider to pick how many you get right.
Illustrative model. Not client data.
Results
Numbers I can stand behind
Samsung camera market share in Singapore in four years (6th to 2nd)
Share of a new camera category I created from zero
Samsung's regional ranking in mobile across 12 APAC markets
Top-tier members at Resorts World Sentosa, with top-tier spend up 22%
Incremental annual revenue from partnerships at Resorts World Sentosa
Year-on-year MSc enrolment growth at NUS Business School
Ranking moves
Where each business ranked at the start and at the end of my work.
Career map
20+ years on one page
Click a bar to open the story behind it.
Scale of the businesses
Career
Five roles, five results
Pick a role. Then read the challenge, the approach, and the result.
The Lab
Try the tools I built
Two working demos from my AI toolkit. They use made-up sample data, so you can click freely.
20 sample deals. Choose a view, then click a reason to see the deals behind it.
Pick a guest. The tool reads their memory card and suggests the next best action and a welcome note.
Work with me
Where FiveNinetyFive helps
Fixed-fee projects and retainers. Each starts with a clear scope and a defined outcome.
Partnership ecosystem design
Choose the right partners, structure the deals, and build the engine that turns them into revenue.
Commercial transformation and GTM
Find the few decisions that matter, then plan and sequence the go-to-market around them.
Loyalty and brand repositioning
Redesign how you win and keep your best customers, and where your brand sits against competitors.
Training: The 5/95 Commercial Leadership Series
Courses for leaders and teams on commercial strategy, partnerships, pricing, and win/loss intelligence.
Thinking
FiveNinetyFive Notes
Short reads on commercial strategy, growth, and change. Published on fiveninetyfive.co.
Credentials
Training and education
Executive MBA, 2014. Electives in Negotiation and Realising Entrepreneurial Potential.
BBA, 2001. Executive education in Advanced Customer Analytics, Digital Marketing, and Service Analytics.
High Potential Leadership. Communicating for Impact.
Mastering Digital Marketing in an AI World.
Digital transformation and change management.
Crisis Management for Business. TikTok Marketing and Ads for Business. Vibe Coding for Business Professionals.
Advanced Certificate in Learning and Performance.