Dr Matt Wilkinson is Founder and CEO of Strivenn, a consultancy that builds synthetic customers for complex B2B and life science commercial teams. He is a Visiting Fellow at Cranfield School of Management. He holds a PhD in chemistry and a Cranfield MBA, writes for Forbes, and was named in the Marketing Week CX50 in 2026. His book The Buyer in the Loop, with a foreword by Mark Schaefer, was published in July 2026.