Getting growth back on track is never simple. 

In every sector, from tech to financial services to consumer brands, we see the same challenge. Once the easy wins are gone, the growth engine begins to stutter. Pipelines slow. Campaigns underperform. Margins thin. 

As Harvard Business Review noted, "When growth stalls, the causes are usually within the company's control—and avoidable." 

At Digital Works Group, we see that truth play out repeatedly: when customer experience, commercial strategy, and content execution move at different speeds, even the most promising strategy can lose momentum. 

The customer sees mixed signals, the sales team faces conflicting incentives, and the content doesn't connect. We've seen it many times and we know the formula to get things moving.  

The practice is led by Senior Partner, Craig Pask, who brings over two decades of experience driving transformation, pricing and growth initiatives across technology, SaaS and service-based businesses. 

"We're usually not coming into greenfield organisations," says Craig. "We specialise where change is required, where growth has stalled, customer journeys are fragmented, or scale has plateaued. Our role is to connect strategy with delivery, so every team is driving in the same direction."

Joining Craig as Partners in the Customer, Commercial & Content Practice are Josh Whitten, James Kershaw and Bal Bhachu.

Josh Whiten leads Customer & Experience Design, with a background in service design and digital transformation across sectors such as retail, telco, and healthcare.

"Real customer-centricity isn't about slogans," Josh explains. "It's about removing friction, simplifying journeys, and designing experiences that drive both loyalty and margin." 

James Kershaw heads up Commercial Strategy, combining experience from global B2B and PE-backed growth environments.

"Commercial excellence isn't achieved by spreadsheets alone," James notes. "It's achieved when pricing, packaging and sales enablement are all pulling toward a shared definition of value." 

Bal Bhachu leads Content & Communication Strategy, bringing decades of expertise driving optimisation across the content operations ecosystem.

"Content only creates value when it's connected, to the customer, the channel and the commercial goal," says Bal. "Our work ensures content isn't just produced, it's planned, orchestrated and measured as a strategic asset." 

Across industries, leadership teams are under pressure to reignite growth. But this can't be done through marketing alone, or pricing tweaks in isolation. It requires a systemic approach, aligning the way a business understands its customers, packages its propositions, and tells its story. 

That's why our Customer, Commercial & Content Practice focuses on practical transformation, blending customer insight, commercial design, and content strategy into actionable, measurable plans. 

From rapid "growth recovery" diagnostics and 100-day activation plans to full-scale operating model redesigns, we help clients connect the dots between what they promise, what they price, and how they perform. 

Because when customer, commercial, and content are aligned, growth stops being elusive and becomes repeatable. 

If you’d like to find out more about how our Customer, Commercial & Content team can help you, then reach out to Craig for a chat.