You would be forgiven for thinking that Europe has missed tech. As the US and China become global tech powerhouses, it’s easy to think that Europe is simply waving from the shoreline as the tech boat sails away.

However, there's another way to look at this. Instead of dominating it’s specialising. From pioneering commercial computing to building systems for complexity, regulation, and the physical world, Europe builds the tech that societies run on

Also in this episode: We’ll explore where Europe can truly lead over the next five years, and bring some clarity to the blurry lines of digital sovereignty across the continent.

What to look forward to:

00:37 Why Europe hasn’t missed tech

10:00 Where can Europe lead in tech over the next five years?

20:57 What does digital sovereignty mean across the continent?

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.

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People say that style moves in cycles. From skinny jeans to mullets to Northern Soul, everything waits in the wings before returning to centre stage. So, is it freemium’s time to take the spotlight?

With AI companies increasingly choosing open access over strict paywalls, we explore why freemium is back in fashion—and what this resurgence reveals about winning in today’s market.

Also in this episode: we’ll assess the new reality of Category power, and ask how do you beat a 40-year-old tech incumbent at its own game

What to look forward to:

00:35 Freemium as a route to AI category domination

09:49 The New Reality of Category Power

17:48 How do you beat a 40-year-old tech incumbent at its own game?

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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In this episode, we’re joined by Cristina Caffarra, one of Europe’s most respected voices on competition, regulation and the digital economy, to unpack what European tech really needs to succeed. A leading economist educated at the University of Oxford, Cristina brings decades of experience advising companies and governments across Europe. She previously led the European competition practice at a top global consultancy and has been at the centre of many of the debates shaping today’s tech policy. More recently, she is the prominent voice behind EuroStack, an initiative advocating for a more competitive and resilient European digital ecosystem - challenging Europe to think bigger about its technological future.

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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In the early 2020s, it was easy to mistake category design for a marketing exercise. A new name, a sharper narrative, a brand refresh, and job done.

But as we enter a post-SaaS world, that thinking no longer holds. Category leadership isn’t built by fast-following or ripping off existing winners. It’s earned by defining the future problem space before competitors even realise it’s emerging.

Today, we explore what it really takes to lead a category in 2026.

Also in this episode: We’ll dig down into all the things that can go wrong on your category journey, and we’ll be reviewing the relationship status of Category creation and VCs

What to look forward to:

00:33 Category creation in a post-SaaS, post-SEO tech world

17:51 So you’re on a category journey - what can possibly go wrong?

43:30 The “Dead in the Water” Trap - the new relationship between VC and Category

There is more information on how to design your category on our blog

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Jonathan Simnett

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It’s time to dust off our crystal balls as we conjure our Top 10 tech predictions for 2026.

In this episode, we take a look into the year ahead and unpack a bumper crop of new tech ideas and category acronyms from AWO and ANAA to EIG and beyond.

AI is firmly in the driving seat for 2026. It’s racing us towards real paradigm shifts in how businesses operate, how value is created, and how entirely new categories are born.

So buckle your seat belts. This is going to be a fun ride.

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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In 1990, while working at CERN, Tim Berners-Lee proposed and developed what would become one of the most influential spinouts in history: the World Wide Web. The Web was opened to the public in 1991, and in 1993 CERN released the software into the public domain - enabling its rapid global spread and laying the foundation for today’s modern Internet.

In Episode 66 of The Difference Engine tech strategy podcast, Paul Maher and I explore a new report that shows European spinouts are emerging as a deep-tech powerhouse. Since 2019, they’ve accounted for 40% of all new startups in these fields - an 80% increase compared with the previous decade. But the US is still using M&A to capture most of the value from European innovation.

So the question is: how does Europe manage this momentum and build future global category leaders?

Also in this episode: we unpack the UK’s contentious Digital ID debate and explore the signs that Salesforce is entering the twilight of its era of uncontested category dominance.

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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Recorded in partnership with Boardwave, this episode of The Difference Engine features Colin Tenwick - a leader whose career tracks the evolution of modern tech.

Colin began in the early enterprise software era with Ingres, later leading Sybase and driving Red Hat’s European expansion long before open-source and SaaS were mainstream.

Colin’s career is one of constant reinvention. He scaled StepStone into one of Europe’s first major digital recruitment platforms, steered BookaTable as it brought online reservations to the masses, and chaired hybrid-cloud provider Control Circle through to a successful exit.

Today, Colin serves as a non-executive chair and investor across private-equity and venture-backed companies, from cybersecurity and marketplaces to consumer platforms and education.

In this episode, we explore how Colin maintains consistency and strength within an ever-changing tech industry and how his people-first approach has made him a trusted mentor to founders and boards alike.

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

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It’s easy to be captivated by the dazzling glow of AI. Sky-high valuations, relentless acquisitions, and the promise of investor cash are drawing in a swarm of hungry tech moths. But what’s really fueling this blaze? What forms the wax that keeps this light alive, and are we overlooking the real AI winners?

Today, we uncover the hidden power behind the AI boom.

Also in this episode: we’ll look to the past to uncover what the future holds for Category Design, and we’ll take a sharp look at Europe’s unicorns to explore what they reveal about exclusion in tech.

What to look forward to:

00:33 The Quiet Category Power Beneath the AI Boom

11:08 Unicorns and the Glass Ceiling – Europe’s 2025 Tech Reality Check

17:17 Category Design's future

There is more information on how to design your category on our blog

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Paul Maher

Jonathan Simnett

Want to create a podcast for your business or brand? Contact Flamingo Media to make it happen.