Business Strategy & Growth speakers
Strategists, economists and entrepreneurs who help organisations identify opportunity and execute with conviction
Speakers Associates represents 320 speakers on Business Strategy & Growth, including Kemal Apaydin, Arnt Eriksen, Michael Lyon, Peter Fisk, Neri Karra Sillaman, Mark Ritson, Olivier Sibony, Itai Green, Tom Goodwin and Rita McGrath.
Marketing decisions are still made on what customers say they want, not what they actually do. The gap between stated preference and behaviour is where most campaign budgets quietly underperform. Closing it requires evidence from psychology and field testing, not another round of focus groups.
Brand is treated as a marketing line item in most organisations. It sits separate from strategy, capital allocation, and the operating model, and the gap shows up in valuation, customer trust, and the cost of acquiring talent. The work is to make brand the organising logic of a business, not a downstream output of it.
Strategy frameworks built for stable industries become a liability when markets are not. The assumption that the objective is to build and protect durable competitive advantage leads organisations to misread the early signals of their own erosion. The real problem is not disruption: it is the absence of a disciplined process for recognising when an advantage has peaked, and moving before the market forces a worse decision.
Most large organisations have an innovation function. Few have an innovation discipline. Pilots multiply, vanguard projects get presented at the offsite, and the operating business looks the same a year later. The hard question for the leadership team is no longer whether to innovate; it is what to industrialise, what to retire, and where the next source of growth actually comes from.
Most senior leaders run businesses someone else built. The instincts that close a hard deal or pull a team out of a missed quarter get diluted as organisations scale. Senior teams need a credible operator who has built from nothing and has the documented exits to prove it.
Most strategies fail in implementation, not in design. Boards approve digital and AI transformations that stall in pilot, restructures that lose momentum after the launch town hall, and growth plans that survive on slide decks long after the operating reality has diverged. The capability gap is rarely the strategy itself. It is the absence of an implementation discipline that translates intent into operating change.
Senior teams routinely have to set rules, contracts and incentives for parties who know things they will not share and whose interests do not fully align with the firm’s. Auctions, supplier contracts, sales compensation, internal capital allocation and partnership governance all fail in the same way: the rules reward the wrong behaviour because they were designed without a model of how informed agents will actually game them. The question is not how to motivate people. It is how to design the rules so that telling the truth and acting in the firm’s interest become the rational choice.
The best growth opportunity in most organisations sits in the gap between what customers say they want and how they actually decide. Logical optimisation; better product, bigger budget, more data, consistently fails to close that gap. Organisations without a framework for working with perception, context, and human psychology will keep solving the wrong problem.
Innovation inside large organisations rarely fails for lack of ideas. It fails because there is no shared method for finding the right ones, no way to repeat the process, and no language that connects a creative breakthrough to the operating plan. Most companies still treat innovation as a personality trait of a few teams rather than a capability the whole business can build.
Building a premium specialist business from a small town, in a category dominated by global brands, demands a different kind of operator. Most founders never get the craft and the commercial discipline to sit in the same person. Audiences want to hear from someone who has held both lines at once.