A dynamic leader in the tech industry with a proven track record of transforming ideas into market-ready products and turning around companies.
No friction started as a small consulting entity in Estonia, founded by Casey Potenzone in 2018. It has over the years operated subs in Berlin and The Hague and done business across the world from Dubai to Paris. As Casey and his family relocated (back) to California, the focus of his business and no friction shifted.
With a proven commercial track record of transforming ideas into market-ready products, and turning around companies, he has led projects for industry giants like Apple and MTV and emerging startups like uniloc and aiDaptive.
His expertise in modern IP monetization and digital-first strategies helped Nexway Group achieve $250 million a year in turnover, and arvato just over $100 million in ecommerce. He helped nobilia launch their KutchenHaus ecom site, generating record revenue when most others were failing.
"Casey's ability to craft compelling narratives around technology and drive engagement has made him a sought-after expert."
From MTV to global technology leadership, charting a path of innovation and transformation.
Commercial Leadership in Action
Commercial Turn-Around & People Success
Organizational Turnaround
Generated over $100MM in digital commerce transactions in the first year and managed multiple eCommerce projects grossing over $120MM annually.
Doubled annual sales and established strong US market presence while managing key customer integrations.
Invented products resulting in 5 patents and managed development team, securing major customers including Sega and other AAA's.
Led MTV through its digital transition during the heyday of the Dotcom era.
From streaming media to running sites such as Sonicnet.com and MTVI Radio, participated in the launch of Viacom's online empire. From patenting novel distribution systems to managing satellites, our digital team at MTV was responsible for just about everything.
Pioneering solutions in content delivery, security technologies, and system management.
A method for detecting an attempted attack on a security system. Includes retrieving a parameter from a hardware system that changes during operation, comparing with previously stored parameters, and detecting lack of change that indicates tampering.
A system for managing the delivery of content over a network, particularly songs or music over the Internet. Features station and playlist management, searchable content database, and differentiated user access privileges.
Implemented commercial strategy for Nortal Cyber, establishing partnerships with Mastercard, Artemis, and UAE MoI to enhance the company's market position.
Led US expansion for Smart Solution, developing digital twins that optimized operational efficiency and contributed to 20% service improvement.
Operating across Netherlands, Dubai/UAE, Estonia, Germany & USA since 2021, bringing international expertise to diverse markets.
Commercial leadership translates vision into measurable business results. Strategic market positioning drives exceptional outcomes.
Revenue generated through strategic commercial initiatives
Year-over-year expansion through targeted market engagement
Global presence across key technology ecosystems
Major partnerships driving sustained revenue streams
Key performance indicators spanning operations, customer impact, and innovation.
Implemented team-focused engagement strategies to dramatically improve customer satisfaction over 12 months.
Reduced attrition from 26% to under 10% during the "great resignation" by introducing specialized retention programs.
Led rebranding initiatives, resulting in 35% increase in recognition and positive media coverage.
Directed comprehensive turnaround addressing regulatory scrutiny by FTC.
Processed $1B in transactions over 5 years; improved KYC and fraud mitigation.
Successfully sold Nexway twice, achieving 300% ROI within 18 months.
Comprehensive metrics framework for evaluating and optimizing technology revitalization initiatives.
Ready to discuss your transformation needs? Reach out directly.