About us

Working with leaders and teams to facilitate the systematic, hands-on management of effective strategies

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 adoption, measurement and governance.


Mike Baxter

Mike Baxter, Founder & Director

Mike has been awarded a PhD in Science, a personal Professorship and Chartered Designer status. He has been a government advisor, product designer, higher education college Dean, web entrepreneur, research scientist, author, keynote speaker, business thought-leader and company director.

An independent business consultant since 2001, Mike has worked for some of the world’s biggest brands (e.g. Cisco, Google, HSBC, Lilly, Skype, Sony PlayStation) and has been an advisor to some of London’s fastest growing tech start-ups and to leading UK universities. Goal Atlas was set up by Mike in 2014 to develop software, models and processes to support the delivery of unbiased guidance and advice to organisations in all sectors, including technology, higher education, finance and pharma.

Email Mike: mike@goalatlas.com

Connect with Mike 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