Borderless 
I built my career working across markets, companies and business models — as an operator, a founder, and an advisor.
I have worked extensively internationally, particularly across Asia and Europe, with additional work connected to Africa. My experience spans startup, scaleup and entrepreneurial environments: marketplaces, international expansion, partnerships, M&A-adjacent work, growth and turnaround.
Three kinds of question keep coming back, and they are the three things this practice does. Grow what already works — go-to-market, partnerships, distribution. Change how the business runs or earns — underperforming commercial operations, the operating model, the commercial model, and increasingly how AI sits inside a commercial team. Or expand into somewhere new, which is the one most people know me for.
The recurring theme across all three is turning ambiguity into commercial execution — figuring out what actually matters, then doing the work to act on it.
AI now lets that experience combine with dramatically faster research, analysis and prototyping. Borderless Advisory is built around that combination: operator judgment, plus AI-accelerated research, plus a willingness to help execute rather than just hand over a report.
Photo: NASA Earth Observatory (Suomi NPP), public domain
How the work splits
What AI accelerates
- — First-pass market scans — regulatory basics, logistics, competitive landscape
- — Structured data pulled and cross-checked across sources
- — Draft analysis, ready for review in hours, not weeks
What judgment decides
- — Which signals actually matter for this market, this company, this timing
- — What's missing from the data, and where that needs a phone call instead of a query
- — The call on whether to move, and how
Borderless Advisory is not
- — a traditional management consultancy
- — a career coach
- — an "AI guru"
- — a software engineering agency
- — a generic freelance marketer
- — an agency putting a bench of juniors on your project — the person you brief is the person who does the work
I also run marijnbooman.com, where I share the hands-on GTM automation systems I build for companies — the more technical, systems-building side of this work.