The expectation, of course, is that this should turn into yet another one of those pages on which people speak too highly of themselves in tired clichés. But, if we are to be honest with one another, chances are that you might know who I am, given that you are here. If you do not, the short version is that I work with, write about, speak on and teach naturalized strategy-making.* Mainly for large organizations, but also scale-ups and challengers looking to accelerate growth. More than anything, however, I help people improve their odds of success and I much prefer that to blathering on about myself.
So, let us do away with the pointless posturing and cut to the chase.
*My career, should you nonetheless want the long-winded version, began as a corporate finance lawyer what now feels like an eternity ago. As time went on, I inched closer and closer towards governance and ultimately strategy, where I am at present feebly attempting to etch my name into the business books of history. Late 2020, I decided to leave the consultancy which I had co-founded six years previously and become a full-time independent consultant.
I have been called an internationally recognized authority on strategy, an industry iconoclast and probably other things not as flattering. My written work can currently be seen in columns for MarketingWeek, with previous contributions to the IPA’s EffectivenessWorks and The Drum on the proverbial list of things done. I have also appeared as a business analyst on Channel 4 News and the BBC, in addition to in The Guardian, The Times and similar commonly labelled prestige newspapers.
On top of that, I am the author of Strategy in Polemy (popularly known as The Castlin Manifesto, 2021) and an upcoming book on modern strategic management (Q2, 2022), the curator of the Strategy in Praxis newsletter, a half-decently successful global keynote speaker and, lastly, mentor to a few individuals who have yet to realize that they are much smarter than I.
The lion’s share of my consultancy work revolves around big brand challenges such as global business and marketing strategy, corporate coherence, regional steering and applied complexity science. However, I also have experience working on the other side of the size scale, having taken client startups all the way from inception to successful exit.
My next project can be with you, or it can be with one of your competitors. The choice is yours.
Below are some overly kind comments from people about me.