About Atul Vaid

Background & Approach

My approach involves challenging assumptions, and considering new ways to change and grow.

“Strategy is about deliberately choosing to be different.”

Michael Porter

About Atul Vaid – I have been a strategy and marketing consultant for 20+ years with some of the worlds biggest consulting organizations.

If you cant find a unique spot in your industry, you cant challenge for leadership. Your strategy should aim to find and create that unique position for you.

Finding a unique position requires a creative consulting approach. If you pick consultants only from your own industry you will probably never be provided with a unique idea or model. I work across industries (look at Experience) using an industry-agnostic approach based on lessons learnt in 20+ years of working with clients across the world (look at Services). This means that you get the best ideas from a number of industries, geographies and cultures.

Think Differently To Achieve Greatness!

My Background

I built my consulting skills with these great global firms.

View my Linkedin profile here.


All My Strategy Work Is Based on Five Foundational Principles

#1 Understand Trends

Strategy consulting starts with understanding trends, which needs a wider focus than just on your own industry. Social changes, demographics, technologies, political positions, disasters – all need to be considered.

Strategy needs both wide-angle vision across several sectors AND a micro-focus to develop company-level and function-specific initiatives.

You waste time and effort if your organization can’t focus on numbers from Day Zero of a planning and execution initiative.

This does not mean that Finance/Accounts should own strategy. Areas traditionally less focused on numbers – HR, Communications, Branding, etc. – also should take ownership of developing numbers for strategy.

#2 Strategy Uses Numbers.

#3 Strategy = Planning + Execution

I believe passionately that a strategic plan can be useful only if it’s execution is also planned during its creation.

Its not enough to have great strategies – they need to be implementable by the organization using current or future resources and capabilities.

Strategy development is best done by the people responsible for its execution.

The team developing the strategy should evaluate all courses of action to create value – and that means challenging all the assumptions that may be holding them back.

#4 Whoever Plans, Executes

#5 People are Capable.

People are more capable than they think themselves and perform outstandingly if you give them the chance.

A key part of my approach is to ensure that client teams achieve higher performance through changed mindsets, goal-seeking behavior, and greater self-management.