B2B growth strategy for companies that are ready to move.
Fractional leadership and adaptive strategy for B2B companies across New Zealand.
Proud to be working with
Leaders today face impossible situations
When the old playbook stops working, most leadership teams already know it. The hard part is getting clear on what needs to change and moving before the market forces the decision.
Flux works with B2B companies across New Zealand to build adaptive strategy, align leadership teams, and get commercial momentum back. We're not a traditional consultancy. We embed with you, read the signals alongside you, and stay close until the strategy is in motion.
As the pace, scale and complexity of change increases, so does the need for a new way of working and new ways of thinking.
Flux was built to help businesses shift their thinking, act faster, and move with confidence in an unpredictable world.
We are working with ambitious B2B leaders to define their stability moment and shape strategies that adapt, turn challenges into growth opportunities and drive forward impact and momentum.
We meet the moment
Riding the waves of change
We are not strangers to navigating disruption. In recent years, we’ve all been learning how to navigate ‘new normals’ and embrace the unfamiliar.
The companies thriving are harnessing this energy and momentum to push forwards, to accelerate impact, opportunities and performance.
They’re asking new questions, redefining the way we do business and embracing a new model of adaptive growth, treating instability and disruption as a constant advantage.
Our focus is rooted in four areas:
Expert Network Intelligence Model
System Thinking Approach
Adaptive Strategy Design
Business Ecosystem Focus
Our Services
Business Strategy
Clarity of direction, operating model, and value creation logic.
Operational Efficiency & Change Enablement
Redesign business systems and processes to remove friction.
Managed Services / Fractional Growth Leadership
Embed the right talent or capability for delivery.
Brand Strategy
Positioning for distinctiveness, meaning, and market relevance.
EaaS Capability Uplift
Strengthening leadership and team adaptability.
Advisory Pods
Quarterly strategic check-ins to course-correct and sustain motion.
Adaptive Marketing
& Sales Strategy
Connecting brand intent to market execution, continuous sensing and shaping of strategic priorities.
Adaptive Leadership Coaching
Developing the human capability for change and resilience.
Senior Advisory Pods
Board-level insight, initiative framing, and governance alignment on-demand.
Team Alignment Sessions
Turn strategy into shared understanding and execution rhythm.
Strategic Communication & Engagement Design
Ensuring clarity cascades through the organisation.
Capital or Exit Readiness
Aligning strategic narrative for investor moments.
This is where adaptive strategy and implementation typically start – not cookie-cutter frameworks, but a fresh lens on what’s really driving or stalling your growth right now. Whether you’re trying to step into a new phase, reposition, or untangle what’s blocking progress, these give you a clear line of sight to what matters most – and the confidence to meet the market and pursue growth with intent.
Starter Programmes
Thinking Space
This is your starting point to unpack a key decision shift, resolve one key challenge quickly, and address the specifics that will help your business stay strong.
If you’re leading through complexity or want to gain momentum, here you can access senior expertise and perspectives fast.
Opportunity Lab
Map the ambition. Expose the gap.
In 10 days, get a clear line of sight to your next stage of growth and what’s required to get there.
“We know what we want, but we don’t know what needs to shift to actually get there.”
We help you get honest about what it’s really going to take, cut through the noise, and uncover the real value of market opportunities you can lead – now.
Strategy Sprint
Emerging tech, shifting customer expectations and new players are reshaping the game - and the old value plays just doesn’t land anymore.
“We’re losing ground. The market’s moved and we feel like we haven’t caught up.”
In 4 weeks we partner with you to sharpen your competitive field, value to market, align your team, and hit the market with confidence.
Market Team In A Box
From siloed, scattered effort to a cohesive growth engine.
Over 90 days, we embed fractional leaders alongside your team, combining adaptive strategy, execution, and implementation through our Expertise-as-a-Service model.
“We’re busy, but it doesn’t feel like one system.”
If you’re feeling the drag of context switching, unclear ownership, or weak handoffs, this is where we align priorities, sharpen GTM, and install a simple operating rhythm that builds pipeline and momentum, not just activity.
If you’re stuck between reactivity and evolution - we can help.
No matter what the starting point, we can help you with the tools, knowledge and expertise you need to lead
confidently between present and future.
THE NEXT EVOLUTION OF WORK.
Expertise-as-a-Service
EaaS is a 1:many model. You don’t just get one fractional expert; you get targeted access to the right mix of fractional leaders, cadence, and support to match where you are and what you’re trying to achieve – strategy, marketing, sales, product, ops – working together around your goals, your pipeline, and your customers.
We don’t hand you a plan and step away. We stay close, run the plays with you, and adapt in real time so decisions turn into action.
Market Team in a Box is often a starting point for Expertise-as-a-Service: a 90-day, fractional Market Team working alongside yours to turn scattered effort into a cohesive growth engine and keep strategy and execution tightly connected.
Ready to explore Market Team in a Box or a tailored EaaS Pod for your business?
Events, Partnerships & Collaborations
Success doesn’t come from the safe zone - it comes from bold moves,
it comes from the edge, it comes from exploring what’s possible beyond what is.
We help you do that.
Flux B2B is a New Zealand-based B2B strategy and fractional growth firm, founded by Michael Friedberg and operating across New Zealand. We work with mid-market and scaling B2B companies to build adaptive strategy, sharpen market positioning, and align sales, marketing and product around shared commercial goals. Our programmes range from focused sessions and outcomes to embedded fractional leadership engagements. We also run The CEO Table, an invite-only quarterly peer leadership series for B2B CEOs across New Zealand.
Common Questions
What does Flux B2B actually do? We help B2B companies in New Zealand get clear on where they're playing, why they're winning or losing, and what needs to shift to drive growth. That spans strategy, positioning, go-to-market alignment, and fractional leadership, depending on where the real problem lies.
Who do you work with? Typically B2B companies between $3M and $50M revenue that are trying to scale, reposition, or get more predictable commercial performance. Often led by a founder or CEO who's carrying too much of the strategy themselves, with a capable team that isn't fully aligned around the same goals.
What's the difference between Flux and a traditional consultant? Consultants give you a framework and a deck. We stay until the strategy is in motion. The bigger difference is the starting point: we treat change as the constant, not the problem. Most businesses are trying to stabilise against disruption. The ones that move fastest learn to harness it, turning market shifts and uncertainty into a commercial advantage rather than something to manage around. That's the work we do with leadership teams. Building the strategy and the resilience to keep moving when conditions change.
Are you based in Auckland? Yes. We're headquartered in Auckland with active programmes running with clients across New Zealand.