"Most companies don't suffer from a lack of ideas. They suffer from a lack of someone who can speak human, translate ambition into something workable, and get everyone pointing in the same direction."

I'm David Ashenden. After twenty years wandering the fault line between product, technology, and venture, I founded Subversive to be the partner I wish I had when I was a CTO.

I work with founders, scale-ups, and investors who want clarity, traction, and a bit of strategic sense in markets that seem to change every few weeks. Over the years, I've helped build and scale ventures in AI, FMCG, B2B, and enterprise tech.

The job has rarely been glamorous, but it has always involved the same thing: figuring out what people actually need, then shaping teams and products that deliver it without turning the whole place upside down.

Why "Subversive"?

Because the most subversive thing you can do in a corporate environment is tell the truth. We don't do "design theatre" or 100-page strategy decks that gather dust. We do the work that moves the P&L.

The Network

While I lead every engagement, Subversive is a collective. When a project needs deep specialist skills - whether that's low-level kernel hacking, advanced data science, or brand identity - I bring in a curated network of seniors who operate at the same level. No juniors, no padding.