How we work

and how to engage with us



All our work starts with a conversation. Over coffee, if possible, but on the phone or on Zoom, if not.

In this initial chat, we will try to make sure we understand the challenges or opportunities you are facing. You may want to send us some background information or data.

When we understand enough, we will send a Statement of Work, a concise summary of how we could help, what our approach would be and what timescales and costs are involved.


A lot of our work is delivered back into your organisation via facilitated workshops. They provide an immersive, inclusive format that is great for engaging and securing commitment from participants.

We always ensure workshops are carefully designed to produce outputs of direct strategic value.

We can deliver our workshops in person or online. Our online workshops enable contributions from participants via interactive whiteboarding (e.g. Miro).


To inform and maximise the value derived from workshops, we will often undertake sprints to analyse strategy issues or find options for resolving them. This could involve anything from competitor mapping to internal stakeholder interviews, involving interactions from executive-level to front-line teams.

Download a PDF to see samples of our work, and examples of our approach, in the following areas:

Start a conversation with us now by emailing a sentence or two to describe the strategic challenge or opportunity you’d like to discuss:

or call us on

+44 (0)7740 664696

Sign up for Goal Atlas updates

Sign up to our 'Strategy Distilled' newsletter for monthly updates from Mike Baxter on models, insights, new thinking and distillations of everything you need to know about strategy.

Sign up to Goal Atlas updates
Strategy Distilled from Goal Atlas (Black)

We respect your privacy. Unsubscribe at any time.

You may also be interested in...

Thought Leadership

Author of 'The Strategy Manual' and 'Core Values', 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 and other invited presentations.

Strategic Risk Model

Free: Models and Templates

We believe strategy is for everyone. To help you DO strategy rather than just think about it, our models, frameworks and templates from 'The Strategy Manual' are released here under Creative Commons License. This means they are free for you to use in your presentations and strategy documentation. Sign up to hear when new models are released.

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. Find out more...

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