This post first appeared on LinkedIn on 18 June 2026.
Do you remember Rat, the clever and strategic managing director? And Dog, the expert on hydrogen and sustainability?
Last week, my phone rang. On the other end: Rat.
“Michael,” Rat began, “we’ve been thinking about this H₂ project… but the next steps aren’t clear. Is hydrogen right for us? Everyone’s talking about hydrogen, after all. Do we have the right partners? An unobstructed view of the project? Do we need funding? To be honest, I’m completely at a loss right now.”
I could have said: “No problem, I’ve got 25 years’ experience, more than 23 projects and…”
Did I say that? No.
Instead, I asked: “Tell me more. What’s on your mind most when you think about the H₂ project?”
Rat spoke. Of restless nights. Of her responsibility to the company. Of the vision that suddenly seemed so far away.
A good initial meeting? It’s not one where I show off how great I am. Or list everything I’ve achieved. No sales pitch.
It’s one where Rat realises: “Hey, he really gets me. He’s listening. He wants to understand where the real pain is.”
If you’re currently stuck with an H₂ project – technically, strategically or simply in your head – then let’s talk. 45 minutes. Without my agenda. Everything else comes afterwards.