Marton GasparBring a decision. Work it live.

Coaching senior product and engineering leaders

Better decisions when AI speeds everything up.

AI made shipping cheap. Bad decisions got expensive. I help senior leaders keep judgment ahead of speed.

Bring a decision. Work it live.Take the 5-min diagnostic

10+ years building AI products100+ senior leaders coached

Marton GasparSenior leadership coach

00 · Why now

AI has made it easier than ever to build, ship, and iterate. It hasn't made it easier to decide what actually matters. Wrong bets ship faster now too. That's the cost.

Most leadership teams are operating in a system where more ideas get generated, more work gets shipped, and fewer decisions are properly challenged. Decision overload increases with execution speed. The result isn't better outcomes. It's faster accumulation of the wrong ones.

I work with senior leaders and leadership teams to keep decision quality ahead of execution speed.

The calls you carry alone
The alignment your team can't hold
The AI bets that actually move the business

Decision throughput

The rate at which a leader or team can make high-quality decisions under pressure.

I work in three places it tends to drop. Personal, team, system.

Coached senior leaders at

HomeXNHSDepartment for EducationEYMicrosoftNetflixAmazonBCGEdelmanMindshare

01 · How I work

Where senior leaders pull me in.

Three failure modes. Different shape, same root: judgment isn't keeping up with speed. The trigger tells you when it fits. The change tells you what's different after.

01 · PERSONAL

High-stakes decisions you can't make alone.

1:1 decision partner · biweekly · individual or company-funded

When this fits

You're carrying decisions you can't delegate.
You don't have a true peer internally.
Everyone expects you to have a view on AI. You're half-bluffing.
You're second-guessing or looping.

What's inside

90-min diagnostic kickoff to map current decision load.
Two monthly deep sessions of live decision work, not reflective coaching.
Real-time decision structuring: trade-offs, framing, second-order effects.
Optional 360 input to surface blind spots.
Light async access (voice / text) for live situations between sessions.

What changes

Reduced decision latency.
Clearer trade-offs at the moment of choice.
Less internal noise in high-pressure moments.

02 · TEAM

Alignment that holds outside the room.

SLT coaching · 3 to 6 months · org-funded

When this fits

SLT agrees in meetings, then diverges in execution.
Strategy exists, but decisions don't stick.
AI or transformation work is fragmenting ownership.

What's inside

System diagnosis to find where decisions break.
Structured group sessions. Decision protocols, not workshops.
Targeted 1:1s with key leaders.
Live intervention on real decisions, not simulations.
Alignment mechanisms: how decisions get made and revisited.

What changes

Decisions survive beyond the meeting.
Reduced re-litigation.
Clear ownership across leaders.

03 · STRATEGIC

Fractional AI Partner.

Monthly retainer · org-funded

When this fits

AI is on the agenda, unclear what it's actually delivering.
Too many experiments, no prioritisation.
Pressure from board or CEO without a credible narrative.

What's inside

Current-state audit: where AI is actually used vs assumed.
Opportunity mapping by revenue, cost, and speed. Not features.
Kill list of what to stop.
One to three prioritised bets that matter.
Execution guidance with your team. Not outsourced builds.
Narrative for leadership and board.

What changes

Fewer, higher-leverage bets.
Clear linkage to business outcomes.
Confidence in what not to do.

New for Q3 2026

Decision Quality Cohort. Six weeks. 25 seats.

The methodology I use 1:1 with senior leaders, productised. Live decision work in pods of 4-5. October 2026. Founder rate of £1,995 for the first 10 seats.

Join the waitlist

100+

Senior leaders coached

10+

Years building AI products

£260M+

Programme savings advised on

71.5M+

Users on programmes I coached

02 · Testimonials

Senior leaders who've worked with me.

From the NHS, the Department for Education, EY, founders, and leadership teams at scaleups. The full set lives on LinkedIn.

Marton draws on a diverse background in psychology and product leadership. He delivers candid yet compassionate feedback, always linking it to desired culture, outcomes and overarching strategy. His ability to challenge me constructively really helped refine my leadership style.

Pete WardDeputy Director · Teacher Services, Department for Education

Marton led the company into the age of modern product development, transforming the company to one that measures its success by outcomes, not outputs. He set me up for a promotion in the last review cycle.

A rare set of creative skills to challenge existing mindsets and ways of doing things. He combines these with rigour to develop the most cost efficient solution.

Marton in his role as product coach is a delight to work with. Very knowledgeable but doesn't beat around the bush by giving straight and honest feedback. This helped us tremendously in seeing things from another perspective.

A rare set of creative skills to challenge existing mindsets and ways of doing things. He combines these with rigour to develop the most cost efficient solution.

Why me.

Built before I coached. Director of Product at HomeX through the $90M Series A, shipping AI features and running AI teams. Three startups I co-founded in chatbots and data science before that. Coached the senior leadership teams at NHS England Bookings & Referrals and the Department for Education's Teacher Services. Worked on product strategy at EY's Tax & Law. 100+ senior leaders, founders, and leadership teams coached since.

10 years building AI

HomeX (through the $90M Series A). Product strategy at EY's Tax & Law. PathMotion (AI recruitment before the phrase). I've shipped AI features and run AI teams. I'm not a coach who read a book about AI.

100+ leaders coached

Inside the NHS. Inside Teacher Services at the Department for Education. Inside EY's Tax & Law. Founders at scaleups. Senior leaders making the move from IC to manager, manager to director, director to VP. The exact chair I'll meet you in.

Builder, not consultant

Built before I coached. I see the people part as clearly as the tech. I'll never sell you a transformation framework when what you need is a hard call.

04 · Speaking

On podcasts. In front of rooms.

Six podcast appearances on product leadership and AI for senior teams. Custom workshops scoped to the team's actual decisions. Co-organiser of Europe's largest Chatbots and Voice Assistants meetup (3,300+ members, with speakers from Amazon, Google, and Babylon Health).

Marton Gaspar speaking at UK Government — UK Government · 2023

Podcast

Product Love

Eric Boduch · Pendo

Podcast

The Product Experience

Lily Smith & Randy Silver · Mind the Product

Podcast

Masters of Product Management

Podcast

One Knight in Product

Jason Knight

Podcast

Product Talk

Justin Leibow

Podcast

Conversations Worth Millions

Stages I've spoken on

CognitionXProduct TankGreenwich CouncilGoldsmiths CollegeUK GovernmentMessaging Bots LondonCognitionXProduct TankGreenwich CouncilGoldsmiths CollegeUK GovernmentMessaging Bots London

Conferences · off-sites · podcasts · custom workshops

05 · Talk to me

Bring the decision you're stuck on.

30 minutes. No pitch. Bring the actual call you're carrying. We structure it live. You leave with the trade-offs sharper. If we're not a fit, I'll point you to someone who is.

Bring a decision. Work it live.

06 · FAQ

The questions I always get.

If yours isn't here, book the call. I'd rather answer it on the phone than make you read another FAQ.

How is this different from executive coaching?

Most exec coaching is reflective work. You talk through challenges, surface patterns, build self-awareness. I do that too, but the bulk of what we do is live decision work. We take the actual call you're carrying and structure it. Trade-offs, framing, second-order effects. Most coaches make you feel clearer. I make the decision clearer.

When does this become AI strategy vs leadership coaching?

Leadership coaching is about how you make decisions and align teams. AI strategy is about which AI bets to place. They overlap a lot in 2026. I work both lanes. If the work tilts heavily toward strategy and roadmap, you might want the 10-day AI Strategy Intensive instead. That's a separate offer at aiimpactsystem.com.

Why not just do this internally?

You can. The trade-off: internal coaches and HR see the same problems through the same lens. I sit outside the org chart, and I've sat in your seat. For the highest-stakes calls, that's the difference. Internal works for the calls everyone makes. Outside works for the calls only you carry.

Is this for me personally, or my company?

Both work. Senior leaders book 1:1 decision partner personally or via personal-development budget. Companies book SLT coaching and Fractional AI Partner work for their leaders. The conversation starts the same way. 30 minutes on what you're trying to do.

What kind of leaders does this NOT work for?

Leaders who want a cheerleader. Leaders who don't want their thinking challenged. Leaders below Senior IC level. You should be carrying real decisions, not learning the basics. And anyone hoping coaching will solve a structural problem coaching can't fix: wrong role, wrong company, wrong board.

What does a typical engagement look like?

1:1 decision partner: biweekly 60-minute calls, 90-min kickoff, 6-month minimum, light async between sessions, optional 360. SLT coaching: 3 to 6 months, mix of group sessions and 1:1s, scoped on a discovery call. Fractional AI Partner: monthly retainer with regular check-ins and hands-on work alongside your team.

Why 6 months minimum on the 1:1?

Decision quality is a system, not a tip. Six months is what it takes for a leader to test new framings, run real situations through them, and see what sticks. Below that you get vibes, not change.

Do you work with multiple leaders in the same company?

Yes. SLT coaching is built around that. Some clients also book individual leaders into 1:1 decision partner alongside an SLT engagement. Works as long as confidentiality is clear up front.

What does your AI background actually change in practice?

I've shipped AI features and run AI teams. So when we get to the AI question (and we always do now), I can structure it with you instead of around you. We talk about what to build, what to kill, what your CTO actually means when they say what they say. Most coaches can only listen on AI. I can challenge.

What should I expect to be different after 3 months?

Decisions move faster, with less re-litigation. The trade-offs are clearer at the moment of choice. Your team feels the alignment because it shows up in how you commit. None of that is fluffy. If we're three months in and you can't name those changes, we're not working.

What won't this solve?

Wrong role, wrong company, wrong investor. Coaching can sharpen how you operate inside a system. It can't fix a system that won't let you operate. If that's what's happening, the call isn't coaching. It's an exit plan.