We worked with Ignacio from July 2021 to March 2023, and we remain in regular contact to update him on our company’s progress. When we first approached him, our senior leadership team’s understanding of strategy was limited to concepts such as product-market fit and classical management-by-objectives approaches. This narrow focus constrained our ability to deliver strategy effectively in a complex and evolving marketplace. Ignacio’s expertise upskilled the team, transforming strategy from an abstract concept into a practical framework supported by a versatile toolkit of options.

Our collaboration began with fortnightly meetings where we brainstormed challenges, discussed potential solutions, and explored foundational strategy concepts. Ignacio emphasised that strategy is not a one-size-fits-all solution, introducing us to various models, from classical fixed approaches to dynamic and emergent strategies, enabling the senior leadership team to embrace strategy as a dynamic process tailored to the company’s evolving needs and context. Ignacio also facilitated full-day workshops with senior and middle managers to demystify the concept of strategy. For many participants, particularly those without formal business training, these sessions were pivotal and eye-opening. The workshops not only dispelled misconceptions but also sparked a collective understanding of and enthusiasm for strategy across the team.