Leadership

Why organisations work with Costas Markides His “Fast Second” argument runs directly counter to first-mover advantage orthodoxy: established firms should let small entrepreneurial companies take the risk of discovering new markets, then move in as consolidators once a market has been validated. That counter-intuitive thesis – developed with Paul Geroski and shortlisted for the FT/Goldman Sachs Management Book of the Year – changes how organisations think about where to place innovation investment. His framework for “playing two business models at the same time” addresses a structural problem that most strategy advice sidesteps: how a firm competes in its existing market while also contesting the model that is disrupting it. He identifies specific conditions under which this works, and the organisational reasons why it usually fails. A UK Research Excellence Framework impact case study credits his work as the first to identify the “business model” as a concept distinct from product innovation – a distinction that gives organisations a more precise lens for analysing competitive threats and deciding which type of response a given disruption actually demands. His ideas on business model innovation have been formally adopted by Nestlé, Roche, and If Insurance as the basis for executive transformation programmes – documented in the REF 2014 public record, not claimed from a speaker circuit. He has appeared on the Thinkers50 list of the world’s top management thinkers every year since 2005, and was ranked 31st in 2011 – a sustained peer recognition that reflects a body of work rather than a single book cycle. Biography highlights Robert P. Bauman Chair of Strategic Leadership; Professor of Strategy and Entrepreneurship, London Business School (since 1990) MBA and DBA, Harvard Business School; BA (Distinction) and MA in Economics, Boston University Thinkers50 listing every year since 2005; ranked 31st in 2011; named in Forbes.com “Most Influential Management Gurus” 2009 Author of six books including Fast Second (shortlisted FT/Goldman Sachs Management Book of the Year 2005) and All the Right Moves (shortlisted Igor Ansoff Strategic Management Award 2000) Published in Harvard Business Review, Sloan Management Review, Strategic Management Journal, and Academy of Management Journal Board of Directors, Strategic Management Society; World Economic Forum participant, Davos Biography The hardest question for an established company facing disruption is not whether to respond – it is which response will not destroy the model that made it successful. Costas Markides has spent three decades at London Business School studying exactly that problem, building a body of research that challenges the accepted wisdom on disruption at almost every point. His most counter-intuitive contribution is the “Fast Second” thesis, developed with Paul Geroski: large established companies are structurally poor at discovering radical new markets and should not try to be first. Their role is to move in once a market has been validated – as consolidators, not pioneers. That argument, shortlisted for the Financial Times/Goldman Sachs Management Book of the Year, reframes how organisations think about where innovation investment belongs. His subsequent research sharpened the strategic question further. Game-Changing Strategies (2008) and Business Model Innovation (2023) identify the conditions under which an established firm can disrupt its own disruptor – and the structural reasons most firms fail when they try. A UK Research Excellence Framework impact assessment credits his work as the first to distinguish “business model innovation” from product innovation as a separate strategic concept – a distinction now embedded in how companies like Nestlé and Roche have approached their own transformation programmes. Markides holds the Robert P. Bauman Chair of Strategic Leadership and has held a faculty position at LBS since 1990. His appearance on the Thinkers50 list every year since 2005 reflects continuity of contribution rather than a single publication; his most recent book, Diversification in the World of Data and AI (2025), extends his long-running framework into the context of AI-driven market change. Key speaking topics Business model innovation for established firms Strategic response to disruption Corporate entrepreneurship and innovation culture Strategic innovation and new market creation Growth strategy for incumbents Managing two business models simultaneously Diversification strategy in the age of AI Ideal for Chief Strategy Officers and strategy leadership teams at large established companies facing competitive disruption Boards and senior executive teams evaluating major decisions about business model change or market entry Executive education cohorts focused on corporate strategy, innovation leadership, and competitive positioning Transformation leads and heads of innovation at organisations initiating enterprise-wide strategic renewal Audience outcomes A framework for categorising the type of disruption the organisation faces and the range of available responses Understanding of why the most commonly reached-for responses to disruption tend to fail, based on documented research rather than case-study selection bias A practical structure for assessing when and how to pursue two business models simultaneously without fracturing the existing one Clearer distinction between business model innovation and product innovation as strategic challenges requiring different organisational approaches A more accurate mental model of when large established firms can realistically pioneer new markets – and when they should not try

Why organisations work with Sir Clive Woodward Built the same culture system in two radically different contexts. In rugby, England moved from sixth in the world to World Cup winners. Across Team GB’s 26 Olympic sports he contributed to the country’s most successful modern Games at London 2012. The framework travels. His “Teamship” model is a written operational system. England’s Black Book ran to roughly 240 rules across 35 sections, drafted and owned by the players themselves. Audiences work with a documented method they can apply. One of the very few elite sports coaches to have turned his own methodology into an enterprise learning platform. Hive Learning, founded with Blenheim Chalcot in 2012, now works with Sky, Deloitte, Jaguar Land Rover, PepsiCo, Halma and the International Olympic Committee among others. Named tools audiences can use: Teamship, TCUP (thinking correctly under pressure), the DNA of a Champion and critical non-essentials. Each is a specific leadership discipline with a defined practice. Biography highlights Head Coach of the England men’s rugby union team from 1997 to 2004, winning the 2003 Rugby World Cup. England reached world number one during his tenure and remain the only Northern Hemisphere side to have won a World Cup. Director of Sport at the British Olympic Association, supporting Team GB across the Beijing, Vancouver and London Olympic Games. London 2012 produced Britain’s most successful modern Games by medal count. Head Coach of the British & Irish Lions for their 2005 tour to New Zealand. Founder of Hive Learning, a digital learning platform built with Blenheim Chalcot and now working with organisations including Sky, Deloitte and Jaguar Land Rover. Author of Winning! (2004) and How to Win (2019), both setting out the Teamship methodology. Inducted into the World Rugby Hall of Fame; knighted in the 2004 New Year Honours; member of the IOC Entourage Commission since 2012. Biography England rugby were sixth in the world when Woodward took the head coach’s role in 1997. Six years later the team lifted the Rugby World Cup in Sydney, holding the world number one ranking and an unbeaten home record at Twickenham. England remain the only Northern Hemisphere team to have won the tournament. The underlying framework was what Woodward called Teamship: a written, player-owned set of behavioural standards covering everything from punctuality to media conduct. The Black Book that held these rules ran to roughly 240 entries across 35 sections. Its premise was that values only matter when they translate into specific daily behaviours, and that the team should write those rules itself. He took the same approach into the British Olympic Association from 2006, serving as Team GB’s Director of Sport through the Beijing, Vancouver and London cycles. London 2012 produced Britain’s most successful modern Games by medal count. The task across 26 Olympic sports was closer to running a diversified business than to coaching a single squad. In 2012 he founded Hive Learning with Blenheim Chalcot, codifying the Teamship approach into an enterprise learning platform now used by Sky, Deloitte and Jaguar Land Rover, among others. His books Winning! (2004) and How to Win (2019) document the same method in full. The underlying conviction: culture is a design problem, and the rules that sustain it should be written down. Key speaking topics High-performance culture Leadership under pressure Team performance and behavioural standards Building winning teams Learning cultures Performance in elite environments Culture change across large, federated organisations Ideal for Executive teams and boards treating culture as a measurable performance lever CEOs, CPOs and heads of learning leading organisation-wide behaviour and capability programmes Leadership teams integrating businesses after mergers or major reorganisations Organisations operating in high-stakes environments where team cohesion directly affects outcomes Audience outcomes A working method for writing behavioural standards that teams author and enforce themselves, drawn directly from England’s Black Book Specific language for diagnosing culture problems in behavioural terms A framework for running performance culture change across large, federated organisations where no single leader commands the whole system Perspective on building through setbacks, grounded in the six-year arc between the 1999 and 2003 Rugby World Cup campaigns Named leadership tools including Teamship, TCUP (thinking correctly under pressure), the DNA of a Champion and critical non-essentials

Why organisations work with Christian Horner He rebuilt Red Bull Racing’s championship standing twice. The two dominant eras – 2010 to 2013 and 2021 to 2023 – are separated by eight years of Mercedes dominance, making his leadership record one of the few in elite sport that spans genuine decline and recovery, not just a single peak. His pivotal talent decisions include recruiting Adrian Newey from McLaren, developing Sebastian Vettel through the junior system, and promoting Max Verstappen mid-season at 18 – each a bold call taken before the outcome was certain, with verifiable long-term consequences. He ran an independent, UK-based team against factory-backed rivals with greater institutional resources and outcompeted them twice, on culture, structure, and strategic clarity rather than budget. His tenure included real organisational pressures – an FIA budget cap penalty in 2022, the departure of lead technical architect Newey in 2024, and sustained management conflict at parent company level – providing concrete case material on keeping an organisation competitive through reputational and structural challenge. He initiated Red Bull Powertrains and a long-term technical partnership with Ford – a decision to internalise a critical competitive dependency, taken while actively defending championship positions, with consequences measured in performance and cost over a decade. Biography highlights Former Team Principal and CEO, Red Bull Racing, 2005-2025 – longest-serving team principal in the sport during that period 14 Formula 1 World Championship titles: 8 Drivers’ Championships and 6 Constructors’, plus 124 Grand Prix victories Appointed youngest Team Principal in Formula 1 history at age 31 – a record unbroken at the point of his departure in 2025 Founded Arden International; led the team to three consecutive International Formula 3000 teams’ championships (2002-2004) before entering Formula 1 management OBE (2013) and CBE (2024) for services to motorsport Key verified talent decisions include recruiting chief designer Adrian Newey from McLaren and promoting Max Verstappen to the senior team mid-season at 18 Biography Red Bull Racing won its first Formula 1 World Championship in 2010 and its most recent in 2023 – thirteen years apart, with eight years of Mercedes dominance in between. Christian Horner CBE was Team Principal and CEO for all of it. Building the team from an uncompetitive acquisition into a championship operation required bold early decisions. Horner recruited Adrian Newey from McLaren as chief technical architect and developed Sebastian Vettel through the Red Bull junior system. Within five seasons, the team had moved from the back of the grid to world champions. The second era required different thinking. When regulation changes in 2014 ended the first dominant run, Horner navigated nearly eight years without a championship before switching engine supplier from Renault to Honda and promoting Max Verstappen from the junior team mid-season at 18. The four consecutive Drivers’ Championships from 2021 followed from decisions taken when those outcomes were far from certain. Horner led the organisation through an FIA budget cap penalty in 2022 and the departure of lead technical architect Newey in 2024. His CBE (2024), following an OBE (2013), marks national recognition for a record of 14 World Championships and 124 Grand Prix victories built across two decades. Key speaking topics High-performance team leadership Decision-making under competitive pressure Talent identification, succession, and bold recruitment Competitive strategy across long performance cycles Organisational culture in elite performance environments Leading through regulatory and structural change Sustaining resilience across extended performance cycles Ideal for Executive leadership teams and boards responsible for multi-year performance strategy CHROs and people leaders building talent pipelines in high-competition environments CEOs and managing directors leading organisations through competitive disruption or market shifts Transformation leads managing capability builds across multiple cycles Audience outcomes A concrete framework for distinguishing a performance system from a performance moment, and what it takes to build the former. Insight into talent decisions that compound over multiple competitive cycles, drawn from specific, verifiable recruitment and succession calls. Practical lessons in leading through genuine organisational crises – reputational, structural, and competitive – without losing competitive function. Clarity on the leadership differences between building for a first win and sustaining advantage when rivals close the gap. Case examples drawn from 20 years of high-stakes decisions with traceable long-term consequences.

Why organisations work with Chris Moon Reference points for crisis decision-making come directly from surviving Khmer Rouge captivity in Cambodia and self-treating critical injuries inside a Mozambique minefield after a landmine explosion in 1995. Brings formal academic grounding to the subject: a Master’s in Security Management from the University of Leicester, focused on human behaviour and management theory. Credentials a senior audience registers immediately: an MBE awarded in 1996 for services to the HALO Trust, and honorary doctorates from the Universities of Plymouth, Leicester and Exeter. Has been booked by Microsoft, Ernst & Young, Autodesk, Skanska, Direct Line Group and London Business School executive programmes, typically on leadership in high-pressure environments. Biography highlights Former British Army officer, commissioned into the Royal Military Police after graduating from the Royal Military Academy Sandhurst. Led landmine clearance operations for the HALO Trust in Cambodia and Mozambique from 1993; awarded MBE in 1996 for services to demining. Survived abduction by Khmer Rouge forces in Cambodia and negotiated the release of himself and two colleagues from captivity. Lost his right arm and lower right leg after a landmine explosion in a supposedly cleared safety lane in Mozambique in 1995. First amputee to complete the Marathon des Sables (1997); subsequently completed the Badwater 135 ultra in Death Valley and, in 2024, a solo unsupported 500-mile Camino de Santiago at age 62. Author of One Step Beyond (Pan Macmillan); Master’s in Security Management from the University of Leicester; honorary doctorates from Plymouth, Leicester and Exeter. Biography A landmine detonated in a supposedly cleared safety lane in Mozambique in 1995. Chris Moon, then running mine clearance for the HALO Trust, lost his right arm and lower right leg. He treated himself where he lay, and reached a South African hospital where doctors said they had never seen anyone survive with so little blood remaining. Moon came to the work through the British Army. After Sandhurst and three years of operational duty with the Royal Military Police, he left in 1993 to lead landmine clearance operations for the HALO Trust. Two years before the Mozambique explosion, he had already negotiated his way out of Khmer Rouge captivity in Cambodia along with two colleagues. The MBE followed in 1996, for services to demining. Within a year of leaving hospital he completed the London Marathon. In 1997 he became the first amputee to complete the Marathon des Sables, the 250km race across the Sahara. The Badwater 135 in Death Valley followed. At age 62, in 2024, he completed a solo unsupported 500-mile Camino de Santiago. Alongside the endurance work he holds a Master’s in Security Management from the University of Leicester and serves as an adviser to the NHS on prosthetics. The organisations that retain him now tend to be those in which decisions carry operational weight: Microsoft, Ernst & Young, Skanska, Direct Line Group, and London Business School executive programmes. In those rooms, his argument keeps coming back to one observation. The responses leaders fall back on under severe pressure are the ones they have already rehearsed in ordinary conditions. Key speaking topics Leadership and decision-making under pressure Crisis response and operational risk Resilience and human performance Safety culture in high-risk industries Personal accountability in operational settings Ideal for Senior leadership teams in operationally intensive industries: construction, utilities, energy, defence, transport Heads of risk, safety and security responsible for how the organisation performs in a crisis Boards and executive programmes working on leadership in high-pressure conditions Health and safety conferences where the audience is operational leadership Audience outcomes Recalibration of what operating “under pressure” actually involves when conditions are genuine A stock of specific, verifiable examples of decision-making in extreme conditions that audiences can apply to their own work Vocabulary for discussing risk, accountability and resilience that is grounded in operational terms A baseline for what sustained performance under difficult conditions looks like across three decades

Why organisations work with Chris Barton He built a product under conditions that proved his point: no smartphones, no app stores, no viable algorithm, and a consensus view from MIT and Stanford that the problem was unsolvable. Shazam survived six years of near-bankruptcy before the App Store arrived. That timeline is the argument, not a metaphor for it. His two named frameworks – «Start from Zero» and «Creative Persistence» – give innovation leads something to work with after the event: a method for stripping assumptions back to first principles, and a model for distinguishing productive persistence from sunk-cost thinking. His role building Android’s carrier distribution infrastructure at Google, and leading mobile carrier partnerships at Dropbox, means his perspective on how transformative products actually reach scale is drawn from the operational history of three category-defining companies. He holds 12 patents across Shazam, Google, and Dropbox – including one employed in the Google Search algorithm – and testified as a key DOJ witness in the Google antitrust trial on the mobile default deals he personally negotiated. That depth of institutional involvement in the mobile computing era is not a speaker credential; it is a primary source. Guard Inc., his current startup applying AI to drowning detection in swimming pools, is a live demonstration that his frameworks are not retrospective lessons from one successful exit – he is still using them on a problem that experts regard as unsolved. Biography highlights Co-founder and first CEO of Shazam; the company was acquired by Apple in 2018 for a reported $400 million and has been downloaded more than 2 billion times First business development employee at Google focused on mobile partnerships; led the carrier agreements with Verizon and AT&T that established Android’s distribution infrastructure One of the first 100 employees at Dropbox, heading mobile carrier partnerships Holds 12 patents across Shazam, Google, and Dropbox, including one employed in the Google Search algorithm BA Economics and MBA, UC Berkeley; Master in Finance, University of Cambridge; early career at L.E.K. Consulting Key witness for the U.S. Department of Justice in the United States v. Google LLC antitrust trial (2023), testifying on mobile search default agreements he personally negotiated Founder and CEO of Guard Inc., an AI startup building drowning detection technology for swimming pools Biography Most organisations treat innovation as a culture question. Chris Barton treats it as a methods problem. As co-founder and first CEO of Shazam – the music recognition app Apple acquired in 2018 for a reported $400 million – he built a category that did not exist, under conditions that should have made it impossible. When Barton conceived the idea in 1999, there were no smartphones, no app stores, and no algorithm capable of identifying music from ambient audio. Professors at MIT and Stanford told him the pattern recognition problem could not be solved. Shazam launched commercially in 2002 and survived six years of near-bankruptcy before the App Store created its distribution opportunity. It reached 300 million monthly active users before Apple acquired it. The timeline matters: this is not a story about a fast breakthrough. It is a story about sustained method under prolonged failure. His track record inside the companies that built mobile computing adds a different layer of authority. At Google he was the first business development employee focused on mobile, leading the carrier agreements with Verizon and AT&T that established Android’s distribution infrastructure. At Dropbox he was one of the first 100 employees, heading mobile carrier partnerships. He holds 12 patents across all three companies, including one used in the Google Search algorithm, and in 2023 testified as a key DOJ witness in the United States v. Google LLC antitrust trial – speaking to the mobile default deals he personally negotiated. His frameworks – «Start from Zero» and «Creative Persistence» – extract a repeatable method from that experience: how to strip assumptions back to first principles, and how to sustain focus on core insight when resistance is at its strongest. He applies both now as founder and CEO of Guard Inc., an AI startup building drowning detection technology for swimming pools – a problem, again, that multiple experts have called unsolvable. Key speaking topics Entrepreneurship and startup creation Innovation under expert and institutional resistance Consumer AI and the origins of mobile technology Friction elimination and product simplicity Creative Persistence as an organisational method Technology and business model disruption Assumption-stripping and first-principles thinking Ideal for Senior leadership and innovation teams at large organisations launching new products or business units against internal or expert resistance Chief Digital Officers, CTOs, and heads of innovation building internal capability for breakthrough thinking Entrepreneurial organisations and scale-up leadership navigating prolonged uncertainty Conference audiences of founders, technology executives, and business leaders in high-disruption sectors Audience outcomes A working understanding of the «Start from Zero» and «Creative Persistence» frameworks, and how to apply them when pursuing ideas facing expert or institutional opposition A concrete model for distinguishing productive persistence from sunk-cost thinking – drawn from six years of near-bankruptcy at Shazam before the product reached scale Specific techniques for identifying and eliminating friction – the unnecessary effort that prevents otherwise viable ideas from reaching users A revised understanding of how transformative consumer products (Shazam, Android, Dropbox) were built from first principles, not from incremental improvement Greater organisational confidence in pursuing ideas that current consensus dismisses

Why organisations work with Cedric Dumont His performance model is built from conditions where cognitive failure is fatal – not from business simulations. The gap between knowing what to do and doing it under pressure is one that only genuine extreme-environment experience can close. His academic grounding in Applied Sports & High Performance Psychology means the frameworks he brings into leadership programmes are clinically structured – not borrowed metaphor. The neurochemistry of flow – the state in which hyper-awareness and peak decision-making converge – is a concept he has lived under life-or-death conditions. He translates it into actionable emotional regulation tools that leaders can apply within weeks. His two books, Dare to Jump and Defy Gravity (Simon & Schuster, 2025), give organisations a portable framework they can embed in development programmes beyond the event itself. He delivers in English, Dutch, and French – making him a practical choice for European leadership events that span language and cultural context. Biography highlights Red Bull athlete and pioneer in basejumping and wingsuit flying, with over 11,000 skydives and 2,500 BASE jumps Holds records including first BASE jump from the Vilnius TV Tower, Lithuania (170m, 2009); Jin-Mao Tower, Shanghai (431m); and the Royal Gorge Bridge, Colorado (384m) Degree in Applied Sports & High Performance Psychology Author of Dare to Jump (Lannoo Campus) and Defy Gravity (Simon & Schuster / Lannoo Campus, 2025) TEDx speaker: “When Women Succeed, We All Win” (listed on TED.com); TEDxUHasselt talk on flow, survival, and high-pressure environments Clients include PwC Belgium, Brussels Airport, Le Pain Quotidien, and Spadel Biography Cedric Dumont has made over 11,000 skydives and 2,500 BASE jumps – and holds records from locations including Shanghai’s Jin-Mao Tower and the world’s highest suspension bridge in Colorado. He has been a Red Bull athlete since the turn of the millennium. He also holds a degree in Applied Sports & High Performance Psychology. That combination is the foundation of his work. In extreme environments, flow state is not a performance aspiration – it is the condition for survival. Dumont has spent two decades studying how the cognitive and emotional mechanisms that make elite athletes function under mortal pressure can be transferred, deliberately and structurally, into leadership and organisational contexts. His two books – Dare to Jump (Lannoo Campus) and Defy Gravity (Simon & Schuster / Lannoo Campus, 2025) – develop this argument for a leadership audience. The core claim is that the skills organisations most need in disruption – emotional regulation, adaptive intelligence, calculated risk tolerance, and the ability to sustain focus under stress – are the same skills extreme athletes train systematically and that most leadership programmes treat as innate. He has brought this work to CEOs and senior leadership teams across Europe – including at PwC Belgium, Brussels Airport, and Le Pain Quotidien – and has delivered TEDx talks on both flow psychology and gender dynamics in risk-taking. He speaks English, Dutch, and French. Key speaking topics High-performance psychology under pressure The neurochemistry of flow and peak cognitive state Fear management and calculated risk-taking Leadership resilience and emotional regulation Energy management for sustainable performance Psychological safety and trust in high-performing teams Bold leadership and adaptive mindset Ideal for Senior leadership teams and C-suite executives navigating sustained disruption or transformation CHROs and L&D leads building resilience and performance capability at scale High-potential leader cohorts in executive development programmes Organisations using conference or offsite formats to reset culture and performance expectations Audience outcomes A structured model for understanding the psychology of performance under pressure – including why cognitive capability degrades under stress and how to reverse it Practical tools for emotional regulation and fear management transferable to high-stakes workplace decisions A clearer distinction between energy management and time management – and why the former determines sustainable output A framework for building psychological safety within teams, drawn from environments where trust is operationally critical Sharper awareness of the gap between knowing what to do and executing under pressure – and specific methods for closing it

Why organisations work with Caspar Berry Berry’s argument has a mathematical foundation, not just a motivational one: every decision is an allocation of scarce resources under uncertainty, and the mathematics of that process produce outcomes that are counterintuitive and consistently misread by leaders operating on instinct and habit. He makes the case, grounded in decision-making science, not poker storytelling, that risk aversion is not conservatism but a measurable source of underperformance; organisations leave value on the table not by taking too many risks but by taking the wrong ones for the wrong reasons. The poker metaphor functions as a precision instrument: it makes uncertainty undeniable in a way that corporate language typically suppresses, which creates genuine permission for leaders to reexamine how they decide rather than simply defending what they have always done. Berry has taken this framework to audiences at RiskMinds International (the senior financial risk conference) and to the UK Home Office leadership, demonstrating that the argument holds at both the technically demanding and the culturally complex ends of the risk conversation. Over 400 Mind Gym training sessions and more than 2,500 keynotes across 30 countries have stress-tested and refined the material against organisations from Google and KPMG to Morgan Stanley and Barclays, audiences where the argument must be robust, not just engaging. Biography highlights MA in Economics and Anthropology, Cambridge University Professional poker player, Las Vegas: three years competing against leading professionals on the circuit Co-founded Twenty First Century Media; built to 40 people; sold to Bob Geldof’s Ten Alps Plc in 2008 Poker adviser on the 2006 James Bond film Casino Royale; co-presenter of Sky Poker and host of Poker Night Live Trainer, The Mind Gym: over 400 sessions delivered to 100+ companies Contributor, Financial Risks Today, on behavioural risk and decision-making, for financial risk professionals TEDxAcademy: “Dealing with Uncertainty”; featured speaker, RiskMinds International ‘Best New Speaker’, Academy of Chief Executives, 2008; Fellow of the RSA Over 2,500 speeches and workshops in 30+ countries; clients include Google, IBM, KPMG, Morgan Stanley, Barclays, PayPal, Shell and the UK Home Office Biography Caspar Berry studied economics at Cambridge, spent three years as a professional poker player in Las Vegas, built and sold a media company, and then built one of the more rigorous arguments in the speaking world for why most organisations are making worse decisions than they think. The career arc is unusual. The intellectual case it produces is the point. The core argument is mathematical before it is motivational. Berry treats every decision as an investment; an allocation of scarce resources under conditions of uncertainty. Decision-making science, he argues, reveals a set of counterintuitive implications that consistently lead intelligent leaders astray: some decisions that feel prudent are quantifiably expensive; some that feel reckless are simply the rational choice. Poker, where uncertainty is undeniable and unambiguous, is the vehicle through which those implications become accessible. After Las Vegas, Berry co-founded Twenty First Century Media, built it to 40 staff and sold it to Ten Alps Plc. He spent several years as a trainer at The Mind Gym (over 400 sessions across more than 100 companies) before establishing his own practice. He has since delivered over 2,500 keynotes and workshops in more than 30 countries, for clients ranging from Google, IBM and PayPal to Morgan Stanley, Barclays and the UK Home Office. He has spoken at RiskMinds International alongside senior financial risk professionals and contributes to Financial Risks Today on behavioural risk and decision-making. Berry holds a Fellowship of the RSA and was named Best New Speaker by the Academy of Chief Executives in 2008. His TEDxAcademy talk on uncertainty has been cited by investment firms as a reference point for decision-making under ambiguity. The argument is neither a poker book nor a leadership manifesto. It is a framework for thinking about risk – and it is specific enough to be genuinely useful. Key speaking topics Risk-taking and decision-making under uncertainty The mathematics and psychology of risk Organisational risk culture and innovation Intuition, judgement and cognitive bias in high-stakes decisions Calculated risk as competitive strategy Fear of failure and long-term performance Ideal for Senior leadership teams and executive boards examining risk appetite, innovation culture, or strategic decision-making Strategy and transformation leads responsible for shifting how their organisations act under uncertainty Financial services, professional services, and consulting firms where risk literacy is commercially material Conference programmers building around leadership, performance, or organisational resilience Audience outcomes A reframing of risk: from a hazard to be minimised to a resource to be understood and allocated deliberately Working understanding of how decision-making science applies to everyday business choices; including the counterintuitive implications most leaders have never been taught Greater awareness of how intuition and cognitive bias distort risk assessment, and practical means of compensating Organisational language and permission to discuss risk appetite at leadership level with precision rather than generality A renewed confidence to act under uncertainty rather than waiting for a certainty that will not arrive

Why organisations work with Carlos Munoz Two airline company builds from scratch, not one. Vueling taken to IPO in 2006, then Volotea launched in 2011 on a deliberately different commercial model. Few entrepreneurship speakers can point to repeat, verifiable company-building at that scale. Operator credibility on a contrarian model that worked. Volotea targets secondary and medium-sized European cities that the major low-cost carriers avoid, and has scaled to c.2,000 employees and EUR 800 million plus in revenue on that thesis. First-hand perspective on founder-board disagreements about strategy. His 2007 Vueling exit came over a merger he opposed, and he went on to build a second business. Useful material for leadership audiences thinking about conviction, governance and when to walk. Fluent in the strategic language of serious buyers. ICADE undergraduate, Harvard MBA, ex-McKinsey; the commercial arguments land with finance, strategy and board audiences without needing translation. Biography highlights Founder of Vueling Airlines; CEO 2002-2007; took the company public on the Spanish stock market in 2006. Co-founder and CEO of Volotea since 2011, the airline connecting secondary and medium-sized European cities. Volotea has carried more than 55 million passengers since operations began in 2012. Former McKinsey and Company management consultant, San Francisco office, 1998-2000. MBA, Harvard Business School; undergraduate degree in Business Administration, ICADE (Universidad Pontificia Comillas), Madrid. Subject of a Harvard Business School teaching case on Vueling Airlines. Biography Most low-cost carriers in Europe compete for the same hub airports and the same passenger flows. Volotea does not. The airline, co-founded by Carlos Munoz in 2011, was built around the cities the majors had written off: medium-sized and secondary European airports, point to point, bypassing the main hubs. The bet worked. Volotea operates from around 20 bases across France, Italy and Spain, employs roughly 2,000 people, and reported revenue in the EUR 800 million plus range in 2024. More than 55 million passengers have flown the airline since it began operations in 2012. It is his second airline, not his first. Munoz founded Vueling in 2002, served as CEO through its IPO in 2006, and left in 2007 after opposing a merger with Clickair that the shareholders backed. Vueling is today part of IAG and one of the largest low-cost carriers in Europe. The career arc gives him a rare vantage point: two distinct commercial models, one exit driven by strategic disagreement, and a second company built on a thesis the first did not address. The earlier credentials explain how the commercial arguments are structured. A business degree from ICADE in Madrid, a Harvard MBA, and two years at McKinsey in San Francisco analysing low-cost carrier economics; Vueling and Volotea are applied versions of that analysis. The Vueling build has since become a Harvard Business School teaching case. Key speaking topics Entrepreneurship and founding companies at scale Business model innovation in commoditised industries Challenger strategy against entrenched incumbents Growth strategy in the airline and travel sector Customer experience as a commercial lever Founder conviction, governance and strategic disagreement Ideal for CEOs and founders of challenger businesses competing against scaled incumbents Strategy and commercial leaders rethinking where the company plays Boards and executive teams of travel, transport and consumer services companies Leadership and management development programmes focused on entrepreneurial decision-making Audience outcomes A clearer view of where incumbents are structurally unable to defend, and what that implies for positioning. A worked example of a contrarian commercial model, from thesis through to operational scale. Honest framing of the founder-board tension points that decide whether a strategy actually gets executed. Practical reference points from two separate company builds, not one, for leaders weighing a second act.

Why organisations work with Carl Honoré He makes a specific, testable claim that most management culture resists: that slowing down is not a productivity concession but a competitive advantage, and he has two decades of cross-sector evidence to support it. His Slow Fix framework gives organisations a direct alternative to short-termism in problem-solving, not as a philosophical preference, but as a structured approach to decisions that actually hold. On ageing and the workforce, he converts a topic most organisations treat as a compliance or HR issue into a commercial argument: mixed-age teams outperform across measurable metrics, and ageism is a business risk, not just a social one. His work sits at the junction of two urgent organisational pressures – sustainable performance culture and the longevity economy – giving him a rare dual relevance for leadership teams and people functions simultaneously. As the originator of the Slow Movement – a framework covered by the Financial Times, Wall Street Journal, Economist and Time, among others – he brings a level of intellectual ownership that very few speakers in the workplace culture space can claim. Biography highlights Author of In Praise of Slow (2004), Under Pressure, The Slow Fix, and Bolder – published in 36 languages, with bestseller listings across multiple countries Two main-stage TED Talks – «In Praise of Slowness» and «Why We Should Embrace Aging as an Adventure» – with combined views in the millions In Praise of Slow described by the Financial Times as the foundational text of the Slow Movement Journalist whose work has appeared in The Economist, Observer, National Post, Houston Chronicle, Miami Herald, and Time Named 2024 Advocate for Aging by Next Avenue and the American Society on Aging Creator and presenter of BBC Radio 4 series Status by Carl Honoré; previously presented The Slow Coach for BBC Radio 4 and Frantic Family Rescue for ABC TV Australia Bolder selected as BBC Radio 4 Book of the Week and Reader’s Digest (UK) Book of the Month Graduated from the University of Edinburgh; reported across Europe and South America for over a decade before turning to books Biography Speed and youth are the two defaults of modern organisational culture. Carl Honoré has built a career and a global movement on the argument that both are miscalibrated, and that the evidence for changing them is stronger than most organisations acknowledge. In Praise of Slow (2004), the book that gave the Slow Movement its name and its intellectual framework, made a counterintuitive claim: that choosing when to be fast, rather than defaulting to fast, is a more reliable route to performance. The Financial Times placed it as the foundational text of the movement. His third book, The Slow Fix, extended that argument into problem-solving, building the case that organisations addicted to quick responses consistently underperform against those willing to invest time in diagnosis and depth. His more recent work, anchored in Bolder, applies the same analytical lens to age. The demographic case for rethinking older workers is well-established in research; the cultural and commercial case is Honoré’s contribution. His argument that ageism functions as a form of the same bias toward speed and novelty that distorts organisational decision-making, connects the two strands of his work into a coherent framework for leaders. In 2024, that work was recognised by both Next Avenue and the American Society on Aging, who named him an Advocate for Aging. Trained as a journalist at The Economist, Observer, and Time, among other outlets, Honoré brings a mode of inquiry to organisational topics that is grounded in evidence gathered across cultures and sectors, not in a single industry or institutional context. His two main-stage TED Talks have been viewed millions of times; his books are published in 36 languages. Key speaking topics Pace as organisational strategy The Slow Movement and workplace performance Multigenerational workforce design Ageism as a commercial risk Sustainable performance and decision quality The Slow Fix: problem-solving under pressure Status, hierarchy, and organisational culture Longevity and the future of work Ideal for CHROs and people leaders designing age-inclusive workforces and addressing talent retention across generations CEOs and senior leadership teams examining whether performance culture is undermining the quality of decisions and the depth of problem-solving Boards and executive committees navigating the commercial implications of ageing demographics and multigenerational customer bases Culture transformation leads and change management functions rethinking pace, productivity, and sustainable output Audience outcomes A clear framework for diagnosing where organisational speed becomes a liability – in decision-making, leadership, and creative work Evidence-based understanding of why multigenerational teams outperform and what structural changes enable that performance A reframed view of ageism as a commercial and strategic problem, not only a social or legal one Practical approaches drawn from the Slow Fix framework for tackling complex problems without defaulting to short-term solutions Greater awareness of the connection between pace culture and youth bias – and why addressing one typically requires addressing both

Why organisations work with Bruce Dickinson The “customers into fans” argument is drawn from 40 years of evidence. Iron Maiden has sold over 90 million albums across four decades without a conventional radio or streaming strategy. Dickinson frames this as the product of an operating philosophy – not a marketing achievement – giving commercial leaders a different lens on audience loyalty that few speakers can offer with this level of firsthand verification. His aviation credentials are professional-grade, not supplementary. Dickinson holds an Airline Transport Pilot’s Licence and flew commercial Boeing 757s for Astraeus Airlines. He then founded, lost money on, restructured, and turned around a real aviation MRO business to profitability. His commentary on risk as a managed discipline – rather than a constraint to minimise – comes from the cockpit and the boardroom, not a consulting brief. His memoir is a documented argument, not a celebrity anecdote. What Does This Button Do?, published by HarperCollins and No.1 on the Sunday Times Bestseller list, is a first-person account of running two demanding professional careers simultaneously. It gives audiences and event organisers a readable reference point for the claims he makes on stage. He has lived a business turnaround, not studied one. Caerdav went from pre-tax losses of over £2 million to generating £400,000 net monthly profit after a restructure Dickinson led personally. This gives him direct credibility in conversations about founding companies, operational failure, and the discipline required to reverse course. His Honorary Group Captaincy of 601 Squadron RAF, his ranking as no.7 in Britain at fencing, and his eight-year BBC Radio 6 Music presenting career are all independently verifiable. They give the polymath narrative an evidential foundation that separates him from lifestyle speakers using the same positioning without the credentials to support it. Biography highlights Lead vocalist of Iron Maiden since 1981; the band has sold over 90 million albums and performed more than 2,000 shows worldwide Airline Transport Pilot’s Licence holder; former Boeing 757 captain for Astraeus Airlines; personally piloted Iron Maiden’s Boeing 747-400 Ed Force One on multiple world tours Founder and Chairman of Caerdav (formerly Cardiff Aviation Ltd., founded 2012), a certified aircraft maintenance, repair, overhaul and pilot training company at St Athan, South Wales, operating with EASA, FAA and UK CAA approvals Author of What Does This Button Do? (HarperCollins, 2017) – No.1 Sunday Times Bestselling Autobiography and New York Times Bestseller Honorary Group Captain, 601 (County of London) Squadron, Royal Air Force – appointed January 2020 Ranked no.7 in Great Britain at fencing (foil); named a living polymath by Intelligent Life magazine (2009) BBC Radio 6 Music presenter, 2002–2010 Biography Building a global fanbase and selling over 90 million records across four decades – without conventional radio airplay – looks like a creative achievement. Bruce Dickinson frames it differently: as the outcome of an operating philosophy applied consistently, in which giving an audience something they cannot get elsewhere becomes a structural principle rather than a marketing ambition. Dickinson is Iron Maiden’s lead vocalist, a role he has held since 1981. He is also a qualified commercial airline captain holding an Airline Transport Pilot’s Licence, who flew Boeing 757s for Astraeus Airlines and piloted the band’s Boeing 747-400, Ed Force One, on multiple world tours. When Astraeus collapsed in 2011, he founded Cardiff Aviation – later restructured as Caerdav – a certified aircraft maintenance, repair, overhaul and pilot training company operating from a former RAF base in South Wales. Holding EASA, FAA and UK CAA approvals, the company now generates £400,000 net monthly profit after a turnaround Dickinson led personally following years of losses. His memoir, What Does This Button Do?, published by HarperCollins in 2017, reached No.1 on the Sunday Times Bestseller list and became a New York Times bestseller. It is a first-person account of running two demanding professional careers simultaneously – not a retrospective on fame, but a practical argument for how creative ambition and operational discipline coexist. The specific commercial lesson he draws from that experience – turning customers into fans, not merely buyers – is developed through Iron Maiden’s documented business model and translates directly to organisations trying to build durable audience commitment in any sector. Appointed Honorary Group Captain of 601 (County of London) Squadron RAF in 2020, ranked no.7 in Britain at fencing, and named a living polymath by Intelligent Life magazine in 2009, Dickinson brings to speaking engagements a range of firsthand disciplines that give his arguments about performance, precision and resilience direct evidential weight. Key speaking topics Turning customers into fans Entrepreneurship and business building Risk management and business turnaround Creative discipline in commercial performance Team cohesion under sustained pressure Corporate culture and long-duration performance Aviation and the travel industry Ideal for CEOs, commercial directors, and senior leadership teams working on customer loyalty and brand differentiation Entrepreneur and business founder audiences seeking firsthand perspective on building and restructuring real companies under pressure Marketing and brand strategy events where the relationship between internal culture and customer commitment is the central theme Aviation, travel, and logistics sector conferences Audience outcomes A reframed understanding of customer loyalty as an operating and cultural outcome rather than a marketing result Practical principles from commercial aviation and four decades of global touring enterprise applied directly to business discipline and team performance A firsthand account of business failure, restructuring, and turnaround drawn from Caerdav’s trajectory – directly applicable to leaders navigating operational difficulty Specific language and argument for what it means to build an audience that is genuinely committed rather than merely transactional A concrete case study in how creative ambition and operational rigour function as complementary rather than competing forces in high-performance organisations

Why organisations work with Brian McBride He has actually done the job a board is usually asking about: scaled Amazon UK as CEO, then chaired ASOS and Trainline through listed-company growth. His view on digital disruption is operator-grade, not commentator-grade, grounded in P&L decisions inside a pure-play digital business. He has governed at national scale as President of the CBI and as Lead Non-Executive on the UK Ministry of Defence Board, which gives him a rare read on the business-state interface. He speaks the language of chairs, non-executives, and regulators fluently, because those are the roles he still holds. He is credible with both traditional boards and digital-native leadership teams, and comfortable translating between them. Biography highlights CEO of Amazon.co.uk, 2006-2011 Chairman of ASOS plc, 2012-2018 Current Chair of Trainline plc President of the Confederation of British Industry, 2022-2024 Lead Non-Executive Director, UK Ministry of Defence Board, 2020-2025 Independent non-Executive, KPMG UK Public Interest Committee Honorary Doctorate, University of Glasgow; Fellow of the Royal Society of Edinburgh Biography Amazon UK was still a challenger in the British market when Brian McBride took over as CEO in 2006. By the time he left in 2011, it had become the default reference point for what digital retail looked like in the UK, and the benchmark every high-street incumbent was measured against. That experience sits underneath almost everything he has done since. After Amazon he moved into chairing listed digital businesses. He chaired ASOS plc from 2012 to 2018 through its expansion as a global online fashion retailer, and he currently chairs Trainline plc, the UK-listed online rail and coach platform. Chairing digital-first companies at public-market scale is a narrow skill, and his track record in it is unusually deep. His governance reach runs well beyond any single company. He served as President of the CBI from 2022 to 2024, a period that included the most serious institutional crisis in the organisation’s recent history, and as Lead Non-Executive Director on the UK Ministry of Defence Board from 2020 to 2025. He is now an Independent non-Executive on KPMG UK’s Public Interest Committee and a senior adviser at Scottish Equity Partners. Earlier in his career he ran Dell’s UK and Northern Europe business and was Managing Director of T-Mobile UK, where he led the UK launch of 3G. Glasgow University awarded him an honorary doctorate in 2024 for services to business and philanthropy, and the Royal Society of Edinburgh elected him a Fellow in 2025. Key speaking topics Digital business leadership at scale E-commerce strategy and platform competition Board governance in listed digital companies Transformation inside traditional businesses Public and private sector leadership The UK business and policy environment Ideal for Chairs, CEOs and board directors of listed companies facing digital-era competition Executive teams inside traditional businesses running a transformation programme Senior leaders in public sector and government-adjacent institutions working with private sector partners CBI-level industry bodies, banks, professional services firms and large retailers Audience outcomes A working view of how a pure-play digital business actually makes decisions, from someone who ran one A sharper sense of what effective board governance looks like when the business model is still changing A clearer read on where leadership styles break down in the shift from traditional to digital-native operating models A grounded perspective on the UK business environment from a former CBI President Practical reference points from Amazon, ASOS and Trainline rather than abstract case studies

Why organisations work with Bjarke Ingels His “hedonistic sustainability” concept – coined in a 2011 TED talk with over two million views – gives leadership teams a credible, named argument against the assumption that environmental ambition and commercial performance are in tension. The Yes Is More manifesto argues against the choice between bold vision and practical delivery; it is taught beyond architecture because the logic is genuinely transferable to any organisation navigating competing strategic demands. BIG’s project portfolio – CopenHill’s waste-to-energy plant with a public ski slope, the BIG U flood-defence park in Manhattan, the Google North Bayshore campus co-designed with Thomas Heatherwick – gives executive audiences proof that resolving sustainability and desirability through design produces outcomes superior to either goal pursued alone. He has spoken at the World Economic Forum, TED, WIRED, and 10 Downing Street, meaning his frameworks have already been stress-tested in front of heads of government, technology leaders, and senior executives. Teaching at Harvard, Yale, Columbia, and Rice runs alongside leading a 400-person practice with major projects on four continents – his arguments carry the authority of both the seminar room and the construction site. Biography highlights Founder and creative partner of BIG (Bjarke Ingels Group), established 2006; offices in New York, London, and Copenhagen; team of 400+ Originator of “hedonistic sustainability,” introduced in a 2011 TED talk now viewed over two million times Author of Yes Is More: An Archicomic on Architectural Evolution (2009) and HOT TO COLD: An Odyssey of Architectural Adaptation Named to TIME Magazine’s 100 Most Influential People (2016); WSJ Innovator of the Year in Architecture; Fast Company 100 Most Creative People in Business Awards include the Golden Lion at the Venice Architecture Biennale (2004), ULI Award for Excellence (2009), Danish Crown Prince’s Culture Prize (2011); Honorary Fellow of the AIA (2020) and RIBA (2015) Featured as opening subject of Netflix’s Abstract: The Art of Design; speaker at TED, the World Economic Forum, WIRED, and 10 Downing Street Has taught at Harvard, Yale, Columbia, and Rice Universities; honorary professor at the Royal Academy of Arts, School of Architecture, Copenhagen Biography CopenHill is a waste-to-energy plant in Copenhagen that doubles as a public ski slope, climbing wall, and rooftop hiking trail. It is not a compromise between environmental performance and civic amenity. It is Bjarke Ingels’ most cited demonstration of what he calls “hedonistic sustainability” – the argument that reducing environmental impact and improving how people experience their city are the same design challenge. In his 2011 TED talk, now viewed over two million times, Ingels introduced the concept and set out the logic. His manifesto Yes Is More pushed the argument further, proposing “pragmatic utopianism” as a design principle: the deliberate rejection of the choice between visionary ambition and commercial delivery. The book was written for architects. It is now taught in business and strategy contexts because the core argument is transferable. Ingels founded BIG in Copenhagen in 2006, following earlier work at OMA under Rem Koolhaas and the co-founding of PLOT with Julien De Smedt. The firm now operates from New York, London, and Copenhagen with more than 400 staff. Its projects range from the BIG U – Manhattan’s Hurricane Sandy flood-defence infrastructure, redesigned as a continuous public park – to Google’s North Bayshore campus, co-designed with Thomas Heatherwick, where workplace performance and environmental targets were treated as a single design brief. TIME Magazine named him one of the world’s 100 Most Influential People in 2016. He holds the WSJ Innovator of the Year award, Honorary Fellowships from the AIA and RIBA, and has spoken at the World Economic Forum and 10 Downing Street. He has taught at Harvard, Yale, Columbia, and Rice. Netflix’s Abstract: The Art of Design featured him as its opening subject. His discipline is architecture; his primary value to organisations is a framework for dissolving the trade-off between ambition and pragmatism. Key speaking topics Hedonistic sustainability and design-led climate action Pragmatic utopianism and innovation strategy Urban resilience and large-scale infrastructure design Architecture’s role in organisational and civic identity Creative leadership at scale The built environment and corporate space strategy Design thinking across disciplines Ideal for C-suite and executive leadership teams at real estate, infrastructure, and large-scale development organisations Chief Sustainability Officers and ESG leads seeking to reframe sustainability as a source of commercial advantage rather than compliance cost Corporate boards and transformation leads examining how built environment decisions affect organisational culture, talent, and long-term asset value Civic leaders and urban planners making large-scale public investment decisions Audience outcomes A named, transferable framework – “hedonistic sustainability” – for challenging the trade-off assumption in ESG, design, and innovation strategy conversations Concrete examples, drawn from BIG’s global project portfolio, of how resolving competing constraints through design produces outcomes that neither goal alone would generate A reframe of what “innovation” means in large-scale, long-horizon project environments where short-term pragmatism typically wins Greater confidence in presenting design ambition as a strategic argument rather than an aesthetic or cost preference Practical insight into building and leading a high-velocity creative organisation across multiple geographies and project scales