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 and Product Lead

Industry expert, government advisor, keynote speaker, professor and former university Dean. Business consultant since 2001 for some of the world’s biggest brands (e.g. Cisco, Google, HSBC, Roche, 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

Goal Atlas founder and Director, Mike Baxter, is a renowned strategy expert and thought leader. He publishes regular articles to share his thoughts and expertise on all aspects of strategy and strategic planning.

Goal Atlas Events

Goal Atlas runs workshops and free online webinars offering insights into all aspects of strategy and strategic planning. Listen to recordings of some of our previous strategy webinars and sign up for our next events.

New Book: The Strategy Manual

Goal Atlas is excited to announce that Mike Baxter's new book, 'The Strategy Manual: A step-by-step guide to the transformational change of anything', is now published and available to buy from Amazon.