Selected Adaptive Expertise

Duncan helps organisations navigate complex transformation at the intersection of commercial strategy, customer experience, digital technology and AI. He works with executive teams to simplify operating models, build new organisational capabilities and create practical strategies that help businesses adapt and grow in a rapidly changing world.

Over the past two decades he has led global transformation programmes across pharmaceuticals, healthcare, med-tech, consumer technology and the public sector, partnering with organisations including Merck, Teva, Sony, Samsung and Amazon. His experience spans commercial excellence, digital platforms, AI adoption, customer experience, measurement and optimisation, and enterprise operating model design.

As Founder of Choir, Duncan brings together a trusted network of independent specialists to deliver multidisciplinary transformation programmes. He combines strategic leadership with hands-on delivery, helping clients connect strategy, technology and people into practical solutions that create lasting business value.

Matt helps organisations harness AI, automation and emerging technologies to transform how they operate, innovate and grow. Combining expertise in product strategy, technology, creative leadership and business transformation, he works with executive teams to turn emerging technologies into practical commercial advantage.

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His career spans global advertising networks, digital consultancies and AI software companies, where he has led product innovation, digital transformation and business growth. From scaling digital businesses and integrating acquisitions to developing AI-powered products, Matt brings a unique ability to connect strategy, technology and operational change into effective transformation programmes.

Known for challenging conventional thinking, Matt helps organisations identify where AI can create the greatest impact—not simply through new technology, but by reshaping the way people, products and businesses work together.

Richard helps healthcare and life sciences organisations better understand the experiences of patients, healthcare professionals and employees, turning insight into practical actions that improve engagement, loyalty and outcomes. He works with organisations to embed experience management into strategy, helping leaders make better decisions through a deeper understanding of the people they serve.

With extensive experience across pharmaceuticals, providers, payers and patient advocacy organisations, Richard combines customer insight, experience measurement and strategic advisory to help organisations design more human-centred services and build stronger relationships with customers and stakeholders. His approach connects data with action, ensuring experience becomes a measurable driver of business performance rather than simply a reporting exercise.

Paul helps organisations bridge the gap between strategy and execution, combining commercial leadership, transformation, brand, marketing and behavioural science to deliver sustainable business growth.

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Working with executive teams, he helps organisations navigate complex change by aligning strategy, customer insight and organisational capability. His approach balances commercial thinking with practical delivery, enabling businesses to respond to changing markets while building the behaviours and culture needed for long-term success.

With experience leading transformation across global organisations, Paul is known for simplifying complexity, bringing people together around a shared vision and turning ambitious strategies into measurable outcomes.

Chris helps organisations design and deliver digital products, services and transformation programmes that create better experiences for customers and employees. Combining expertise in service design, user experience and large-scale programme delivery, he works with organisations to turn complex challenges into practical, user-centred solutions.

With more than 15 years' experience leading digital transformation initiatives, Chris has built a reputation for bringing together business stakeholders, designers and technology teams to deliver high-quality digital experiences. His work spans discovery, service design, UX, digital strategy and agile delivery, ensuring programmes move seamlessly from early vision through to implementation and continuous improvement.

Known for his collaborative leadership style, Chris excels at aligning diverse teams around a shared vision, helping organisations simplify complexity, improve customer experiences and deliver lasting business value.

Tim helps organisations understand the practical implications of emerging technologies and build the confidence to use them effectively. Combining deep knowledge of AI, digital innovation and commercial strategy, he works with leadership teams to translate complex technological change into practical opportunities for growth.

As the founder of The Friday Club and Congregation, Tim has spent more than two decades helping organisations, brands and marketing teams navigate successive waves of digital disruption. His work focuses on making new technologies accessible, equipping leaders with the knowledge they need to make informed decisions and helping organisations build the capabilities required to thrive in a rapidly changing landscape.

Known for his engaging and practical approach, Tim combines strategic insight with hands-on learning experiences that enable organisations to embrace AI and emerging technologies with confidence.