Executive advisor

Most changes fail at the planning stage, not in the execution.

Don't let yours be the next one.

I help leaders and their teams get their strategy, operations and people working as one system, so the change they plan is the change they get.

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Daniel San Martin

Most changes that fail were funded, planned and led by people who cared about the outcome. A technology change gets treated as an IT problem, a culture change as an HR problem, a cost program as a finance problem. Each one is handed to people who are good at that thing, and none of them lives on its own.

Strategy, operations and people
are not three things.

They are one system.

How it starts

  1. 1 Get in touch. Tell me what is on your mind and what you are working on.
  2. 2 We talk it through. We look at the situation and what it would take.
  3. 3 We get to work. In the format that fits, with the outcome agreed up front.

What people say

“You know how we always have a million projects or ideas we're trying to get off the ground, and sometimes that causes more chaos than the benefit we're trying to achieve? What Dan brings is someone who can add structure to that process and accountability and really unite the team behind a single strategy or vision to bring that to life.”
Ricky ChauFounder and CEO, Taste Studios
“Thanks to Daniel's guidance we have shifted our business model from a commoditised space to productising a service we can scale.”
Carlos TabordaFounder and CEO, Gistia
“We were trying to satisfy too many segments at once, but Daniel's external perspective helped us draw clear lines between our audiences, allowing us to make informed decisions, refine our product roadmap, and improve our onboarding process.”
Brad SmithCEO and Founder, Wordable

Attendees have included team members from Coles, the ATO, RACV, ORIX and COS.

What a failed change costs is more than the budget. It is months of people's attention, their evenings and weekends, and a stretch of working lives spent on something that did not move anything. They would have been better off at the beach with their kids.

That is what I am against.

Not bad strategy.

Wasted effort.

Portrait of Daniel San Martin
About

Most of my career has been in major projects, joint ventures and innovation, across countries and industries. It taught me that a change only delivers when the strategy, the operation and the people are designed together.

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If this sounds like the change you are about to start, or the one you are in the middle of, let's talk about where you are and what it would take to deliver it.

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