Categorical

The Difference Engine | B2B Category Design | Private Equity | Venture Capital

Business EN ↓ 81 episodes

The Difference Engine helps founders and funders maximise business growth through category design. Hosted by two British northerners with decades of experience in launching, managing, and marketing disruptive tech companies. Paul Maher and Jonathan Simnett have been there, done it and thrown away the slogan t-shirts - now they'll help you become a category king. The Difference Engine - Disrupting Tech Strategyhttps://www.becategorical.com/

Author

Categorical

Category

Business

Podcast website

www.becategorical.com

Latest episode

Jul 1, 2026

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Episodes

55. Interview with Bill Conner: Lessons from a serial value creator 06.08.2025

A seasoned technology executive with an extraordinary career spanning more than four decades, Bill Conner is the real deal.  From leading companies through high-stakes turnarounds to creating category-defining tech products, Bill has done it all. He’s been a four-time CEO, a trusted partner to Private Equity and Venture Capital, and a go-to expert for driving both top and bottom line growth i...

54. What everyone is missing about Grok 30.07.2025

What do we know about Grok? We know it’s Elon Musk’s latest so-called free speech machine and that it has drawn heavy criticism for spreading hate, earning the disturbing nickname ‘Mecha Hitler.’ With headlines dominated by non-stop controversy, it's no surprise that the broader public knows little about Grok’s technological potential. So are we missing something? Has all the outrage obscured a si...

53. Is the UK keeping up with Quantum? 23.07.2025

The UK government has pledged £550 million towards quantum technologies. At first glance, that might sound like a hefty sum—enough to buy Chelsea a striker or two. But when you stack it against Amazon’s £40 billion investment in the UK, it raises a serious question: Is the UK taking quantum seriously? Also on today’s episode: we take a look at how Swedish startup Lovable stacks up in the crowded A...

52. Do we need to get ready for the age of algorithmic investing? 09.07.2025

‘A gut feeling.' It's a fairly common answer from many VCs when asked why they backed a particular startup over another. When all the numbers have been crunched and the data deliberated, the final decision often bypasses the brain and falls on the gut. However, is the human gut about to be out of a job? Nik Storonsky, co-founder of Revolut, is betting on it. Will his new venture, QuantumLight, ush...

51. Has the £300 million M&S cyberattack created a major category opportunity? 25.06.2025

Every crisis hides an opportunity. That might be cold comfort for M&S execs staring down a £300 million profit hit after a shelf shattering cyberattack. However, here at The Difference Engine , we prefer to see the positive. With cybersecurity now front and centre, and traditional defences clearly falling short, the question is: how can you seize the moment? Also in today’s episode, how Builde...

50. Interview with Amber Vodegel: Designing the new category of Ethical AI 11.06.2025

Welcome to the fourth in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development. This week, we are joined by tech entrepreneur Amber Vodegel. Born in the Netherlands and now...

49. What EVERY startup needs to know: Wisdom from Y Combinator 28.05.2025

Y Combinator is widely regarded as the world’s leading startup accelerator, having helped launch companies now worth a combined $800 billion! So when they speak, it’s worth paying close attention. Today, we’re diving into some timeless wisdom from Y Combinator co-founder Paul Graham. Could a couple of key insights change your chance of success? Also in today’s episode, we'll take a look at the lau...

48. Interview with Rich Waterworth: Building the tech that defines modern culture (YouTube, Tik Tok, ITV) 14.05.2025

Welcome to the third in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development. This week, This week we are joined by Boardwave patron and mentor Rich Waterworth. Rich has sp...

47. Tariff Tech: Breakthrough tools for turbulent times 30.04.2025

When global trade becomes chaotic, tech steps up to create order. In today’s episode, we explore the idea of ‘Tariff Tech’. Born from disruption, driven by necessity, and poised to reshape supply chains, resilience, and trust in an uncertain world. Is there a golden opportunity hidden within Trump’s tariff turmoil? Also in today’s episode, we’ll ask how AI can downsize your team while dialling up...

46. Interview with Steve Garnett: A lifetime building software giants (Oracle, Siebel, Salesforce) 16.04.2025

Welcome to the second in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development. This week, we are joined by Boardwave member and patron, Steve Garnett. A man of many accompl...

45. Trump’s impact on the tech market 02.04.2025

Why would someone buy a stock? It’s a good question - one whose answer has changed in recent times. Stock markets are struggling to keep up with the chaos of a new world order. So in a market where a single Trump tweet can trigger massive, unpredictable swings where do tech investors turn and what impact will this have on the tech sector? Could it spell a Category opportunity? Also in today’s epis...

44. Interview with Stephane Kurgan: From Candy Crush to a $5.9 billion cash out 19.03.2025

Welcome to the first in a series of interviews with European tech leaders brought to you in association with Boardwave. The Boardwave network is a powerful community of Founders, CEOs, Chairs, Independent NEDs & their Investors from across Europe, representing companies at every stage of development. This week, we are joined by Boardwave member Stephane Kurgan. A man of many accomplishments in...

43. Is NVIDIA on track to 'do a Cisco'? 05.03.2025

It’s becoming increasingly clear that, despite our admiration for Nvidia, its future may not be as assured as it seemed just a few months ago. A striking graph from New Normal Consulting compares Cisco’s meteoric rise and sharp decline from 1990 to 2002 with Nvidia’s trajectory from 2014 to the present. The correlation is almost 100%. Spooky. Do stock market bubbles always follow the same pattern?...

42. The visionary behind the UK's biggest AI exit ($650 million): Interview with Husayn Kassai 19.02.2025

This week, we’re joined by one of Britain’s most innovative entrepreneurs, Husayn Kassai. Born in Iran, Husayn moved to Manchester at the age of 10, where his occupied with playing video games and selling Iranian music CDs online. Husayn later attended Oxford University, where he secured £12,000 in funding to launch his AI start-up, Onfido. What started as a bold idea became a groundbreaking compa...

41. AI PCs: Acer, Asus, Dell, HP, and Lenovo fight for the future of computing 05.02.2025

NVIDIA's groundbreaking Personal AI Supercomputer has shaken the PC industry, leaving giants like Acer, Asus, Dell, HP, and Lenovo scrambling to find their footing. At the recent Consumer Electronics Show in Los Angeles, these manufacturers seized the opportunity to prove they belong in the emerging AI PC market.  So, let's see what they’ve got to offer. Also in today’s episode, we’ll be aski...

40. Personal AI supercomputer: How NVIDIA created a new category 22.01.2025

In tech, it often feels like innovation is reserved for the big players - those with the money and means to lead the way. But this can change in an instant. Just look at cloud computing, 3D printing, and the internet. These technologies democratised the ability for people to explore and push the cutting edge. Now, it seems the wall around AI is poised to be shattered with NVIDIA’s personal AI supe...

39. The breakdown and break up of Intel 08.01.2025

What happens if you fail to adapt to the age of AI? Intel's decline offers us a compelling insight into this question. They failed to keep up with the pack in 2024 and on the first of December CEO Pat Gelsinger was forced into an early resignation. So, what does 2025 hold for Intel? Is there a pathway back to industry leadership, or will this former giant be chipped away into obscurity? Also in to...

38. Top takeaways from 2024 and what lies ahead in 2025 18.12.2024

The world of tech never stands still. 2024 has been another year of breakthroughs, challenges, and trends. In this episode, we reflect on the most significant tech stories of the year, from AI's rapid evolution to blockchain's unprecedented expansion. Looking ahead, we share our predictions for 2025, highlighting the areas of tech that will redefine industries and reshape society. What to look for...

37. Interview with Ben Marrel: How VCs can fix the world 11.12.2024

Today, we’re talking to Ben Marrel, co-founder of Breega, a fast-growing European VC firm that is on a mission to lead categories with its mission driven investments. Based in London, with offices in Paris and Barcelona, Breega has supported high-potential companies like Curve, Cuvva, Exotech, and Moneybox - recently valued at £550 million.  In this conversation, we’ll explore Ben’s insights...

36. Google vs the DOJ: The showdown of the century 04.12.2024

Ding, ding! The bell has rung for the showdown of the century as the Department of Justice steps into the ring against Google. The DOJ throws a hefty hook in the form of a 23 page document which aims to chip and chisel away at Google’s monopoly.  Could this blow crush Google’s category lead? Will Chrome be dislodged like a loose tooth? Or are we in for a gruelling twelve round slugfest? Also...

35. Interview with Nigel Verdon: Fintech innovation is dead. So what next? 20.11.2024

Today, we have the privilege of speaking with someone who has a proven track record of founding and exiting category-defining companies. Nigel Verdon, born in Germany, began his journey studying Mechanical Engineering at Warwick University. After a brief stint in the automotive industry with EBS, he transitioned into financial services, carving out an impressive career. His roles include working a...

34. Why did Stripe spend $1.1 Billion on a crypto startup? 06.11.2024

Europe's favourite unicorn, Stripe, has announced that it is picking up crypto Stablecoin player, Bridge, for $1.1 billion. But why is the fintech powerhouse spending nearly two percent of its valuation on the roll of a crypto dice? Could it be an ingenious category play? Also in today’s episode, we’ll be flicking through the history books to try and predict Apple’s future, and tackle the age-old...

33. Creating the world's first green software | Sumir Karayi 30.10.2024

Today, we explore the remarkable career of Sumir Karayi, whose journey took him from one of the UK's worst schools to becoming one of the country's most successful entrepreneurs. As the founder and CEO of 1E, Karayi grew his company organically over 20 years, serving 1,700 organisations across 42 countries with 26 million licenses deployed. 1E is now ranked in the Sunday Times International Track...

32. Could the budget kill the UK tech scene? 16.10.2024

The Labour Party is about to unveil its first budget in over 14 years. This is a huge moment for the country as the foundations for its economic future are put in place. But the budget doesn’t only affect the UK’s bank balance, it also influences the behaviour and values of its citizens. So, will the red briefcase promote entrepreneurship and the category leaders of tomorrow or will it suffocate t...

31. What’s going on at the CMA? 09.10.2024

How did Microsoft’s controversial ‘partnership’ with UK AI firm Inflection slip through the CMA's (Competition and Markets Authority) net, while Adobe’s multi-billion-dollar Figma acquisition got blocked? In this episode, we dive deep into the paperwork to uncover the methods and motivations behind the CMA’s puzzling ruling on the Inflection deal.  Is the regulator inconsistent, misunderstood...

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