In 2015 I co-founded The Business Model Company (TBMC) with my partner Rob Connolly, our starting vision was to be a pioneering consultancy that designs and operationalises new models for the creative industry as well as brands and advertisers.If I reflect back now I am extremely proud of the level at which we have worked, the clients we have partnered who are now friends, and the results/case studies we have amassed.In the last few years we have worked extensively across almost all markets, disciplines, sectors and size of agency. We have delivered the TBMC Business Model Change Playbook to over 50 worldwide creative businesses. Successfully moving them away from selling time-based services that are commoditised, empowering them in the process to raise the floor of creativity by re-packaging their capability into higher value outputs, re-packaged as product and programme solutions supported by a new commercial model.Every week we are working across the global creative industry including the larger networks, associations and strongest independents. All our clients share the same characteristic of committed leadership and the ambition to safely transition to a more sustainable and valuable model.In 2023 Michael Farmer based his follow up book Madison Avenue Makeover on the transformation programme we ran with Mat Baxter at the IPG Network, Huge. It was an honour to have Michael shadow our program for 16 months and to work with Mat.This expertise has been built on previous roles that span strategy consulting, management consulting and corporate advisory sectors.