Developed and implemented a market strategy for an OEM competing in the volatile Metal Additive Manufacturing sector — a fiercely contested space with up to 85 players offering comparable technologies and a total addressable market estimated between €0.5 and €1.0 billion. In a market that compressed, differentiation is existential, not optional. The strategy addressed three interconnected fronts: sharpening the commercial proposition to carve out a defensible market position, restructuring the organisation to align capability with strategic direction, and reducing OPEX to build the financial resilience needed to compete through market turbulence. Chess & Change did not step back after the strategy was set. We stayed in to drive implementation — managing the program, guiding Board and MT members through the decisions and trade-offs that transformation demands, and keeping execution on track as the organisation navigated the complexity of change. Strategy and delivery as one engagement, not two.