Magnetic Edge™ — commercial strategy for technical companies
A strategy translation model to make your vision contagious across your organisation.
Grounded in organisational psychology, shaped by Formula 1, proven in commercial leadership.
Noor Rhijnsburger
F1 · Automotive · Commercial Strategy
Advisory
Commercial Strategy Built for Technical Companies
Who this is for
- Technical companies with strong products where commercial execution lags behind capability
- Manufacturing and engineering businesses hitting revenue plateaus despite market opportunity
- Founder-led companies where the commercial team structure isn't clear or scalable
- Boards seeking to unlock dormant revenue potential in existing operations
What changes
- Commercial strategy becomes actionable across the organisation
- Decision velocity increases
- Revenue opportunities become visible and prioritised
- Your team moves with the precision your product deserves
Approach
- Commercial diagnosis: clarity on position, market opportunity, and priority actions
- Market strategy: tailored to your addressable markets with a clear customer proposition
- Operational framework: systems and sustainable rhythms for execution
- Change management: ongoing guidance as you operationalise change, this is where durable results happen
The book
Magnetic Edge
How composed leaders win people over and build buy-in
Expected September 2026
I wrote this book because I noticed strategies often fail in the human execution phase, instead of the strategy itself not being strong enough. I saw even the smartest ideas not always followed, and have been fascinated about what drives people to follow such an idea, starting during my time as an engineer at Mercedes F1.
At Gartner, I realised creating followership is a trait you can further develop, leading me into a leadership psychology research rabbit hole and even academia. I tested the findings in teams I led, and stopped the PhD to write this book. In it you'll find this research broken down with examples and exercises that have worked with my teams. If you prefer 1:1 support instead, let's have a 20 minute conversation.
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About
Noor Rhijnsburger
Growing up watching motorsport with my dad, I developed a love for cars and racing at a young age, choosing Mechanical & Motorsport Engineering before ending up at Renault F1 and Mercedes F1. I absolutely loved being an F1 engineer, but my curiosity about human behaviour got the better of me and I did a 180 degree turn into Sales and Leadership. Luckily steep learning curves do give me energy, and it did all come together when combining these commercial skills with the Motorsport environment, as Chief of Commercial at McMurtry Automotive.
What I now enjoy most is helping exactly at that crosspoint of technical environment and commercial alignment. If this is something you're interested in, let's have a quick chat.
