About us

We help organisations transform faster and more effectively by identifying what matters, engaging stakeholders and embedding strategy into everyday actions. You will find us a trustworthy and experienced partner, offering a range of services to ensure your strategy is evidence-based, systematically aligned and a driver of real change. We believe we are unique in the breadth and depth of our work in driving innovation and performance across the strategy lifecycle from preparation and production to implementation, measurement and governance.


Mike Baxter

Mike Baxter, Director

Industry expert, government advisor, keynote speaker, author, professor and former university Dean. Business consultant since 2001 for some of the world’s biggest brands (e.g. Cisco, Google, HSBC, Lilly, Skype, Sony PlayStation). 10,000+ hours of independent consultancy offering unbiased guidance and advice to organisations in all sectors, including technology, higher education, finance and pharma.

Connect with Mike on LinkedIn

Sarah Edwards, Client Lead, Goal Atlas

Sarah Edwards, Director and Client Lead

17 years of experience in digital on both client and agency side, with 9 years as Head of Digital Engagement at London Business School, providing strategic consultancy, digital transformation and training to clients globally across all sectors, including FTSE 100 and Fortune 500 companies.

Connect with Sarah on LinkedIn

Established in 2014, Goal Atlas’s expertise and software are underpinned by 10,000+ hours of front-line consultancy for some of the world’s leading brands:

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Thought Leadership

Author of 'The Strategy Manual', Goal Atlas founder and Director, Mike Baxter, is a renowned strategy expert, keynote speaker and thought leader. He publishes regular articles on all aspects of strategy and strategic planning and frequently shares his ideas and expertise via the Strategy Distilled newsletter, LinkedIn, Twitter and other invited presentations.

Goal Atlas Events & Keynotes

Mike Baxter is an accomplished presenter and keynote speaker, and has run workshops and webinars offering insights into all aspects of strategy and strategic planning. Listen to recordings of some of our previous strategy webinars, sign up for our latest events, or contact us to discuss opportunties for Mike to speak or run a workshop at your event.

Mike Baxter's Book: 'The Strategy Manual'

'The Strategy Manual: A step-by-step guide to the transformational change of anything' draws on Mike's many years of expertise to deliver a practical handbook for anyone interested in the creation, management or governance of strategy. On sale now.

"Best management book I've read all year." Clo Willaerts