1. Will Exell
Welcome To Meaningful Change
Strategy | Marketing | Public Relations | People | Change
willexell.com
connect@willexell.com
0207 859 4562

2. Will Exell has. And we’ve done it. We are a strategic change consultancy comprisedof
people who have decades of practicalexperience of deliveringchange in some of the world’s
most complex and challengingbusiness environments.
Our goal is to help businesses achieve meaningful change through better alignment, higher
engagement and by adopting a more 'outsidein’ perspective.
This overview will introduce you to our teamand guideyou throughour business
transformation and service offerings. To find out more, contact us. We’d love to take you
through our approach, ourexperience so far and learnas much as we can about your needs
and interests.
Included in this overview
• Who WE Are
• What WE Do
• Our Business Transformation practice
• Our Consulting Services
• Our Learning Programmes
• HowWE work with you
• Our Associates
• Summary of our Service Offering
Business Transformation, Consulting & Learning
Have you ever
thought that
there’s a better
way to deliver
meaningful
change in your
business?
2

3. After 30 years in financial
services, Tony is co-owner and
Managing Partnerat Will Exell
focusing on strategy, people
and change consulting.
Tony has held Senior Executive
HR positions across a number
of financial service entities
including Wealth Management
Investment Banking and
Global Banking.
He is a Fellow of the Chartered
Institite of Bankers, a Fellow in
the Chartered Institute of
Personnel & Development,
and has an MBA in Strategy &
Change. He has co-authored3
books on HR and is a visiting
lecturer on the UEL MBA
Programme.
WE are Will Exell
Tony Williams
Strategy, People, Change
After 25 years of organisation
strategy and development
roles in globalbusinesses,
Deborah is co-ownerand
Managing Partnerat Will Exell
focusing on strategy, people
and change consulting.
Deborah specializesin helping
leaders shape and deliver
strategy, with a particular
emphasis on organisational
alignment. Deborah’s
experiences crosses sectors–
fromlarge financial services
groups to consumer goods
and the Consulting industry.
A content expert, Deborah
holds an MSc in Industrial &
Organisational Psychology and
a BA in Political Economics.
Deborah Exell
Strategy, Marketing, People, Change
Matt has worked in business
transformation and
organisation developmentin a
range of different sectors and
contexts.
Matt started outin change
management in the new media
sector in the late 90s and has
since worked in the voluntary
and sustainability sector. He
has most recently spent 10
years working in global
financial services firms.
Matt specializes in leadership,
talent and organisation
development, with a particular
interest in strategic scenario
planning and network-driven
collaboration, learning and
development.
Matt Jowett
Strategy, People, Change
Will Exell is a network of
specialistsdrawnfromacross
sectors, academia and global
consultancies including
Decision StrategiesInternational
Reputation Inc
Our collective capability covers
strategy, marketing,PR, people
and change.
Our associates are available to
add their long standing
experience and deep expertise
to any engagement, bringinga
rich and diverse mix of ideas,
insights and practical lessons to
share
See p9 for further information
Our Networks
3

4. This Is What WE Do
Strategy
Marketing
Public Relations
People
Change
Will Exell is the crystalisation of a network of professionals drawn from a wide range of disciplines, each bringing over 2 decades of senior level experience.
WE provide leaders with deep expertise in strategy, marketing, public relations, communications,HR & change.
WE have worked together across a wide range of sectors, with deep expertise in consumer, financial services,energy and professional services.
WE partner with our clients at any point of their journey to deliver the highest valueand sustainable outcomes.
WE provide three core serviceofferings each of whichis
built around three specialist content areas:
WE offer clients a range of tailored consulting,
transformation and learning services, focused around
Strategy & Leadership, Culture & Capability and
Perfornance& Change.
Our services are designed to help you deliver the
transformation your business needs. As well as key strategic
projects, we can help you definethe changeand develop
critical change capabilities among your leaders
4
3. WE combine the best talent and
techniques from specialist disciplines in a
truly blended way
2. WE partner with you to deliver sustainable
outcomes of the highest value
1. WE have lived, breathed and been fully
accountable for delivering successful change
Strategy & Leadership
Challenging organisations to ensure
clear alignment betweenpurpose,
vision & strategy. Ensuring alignment
of leaders and stakeholders.
Capability & Culture
Ensuring values and culture are
aligned. Improving outcomes by
optimising current and future
capabilities
Performance & Change
Gaining clarity on organisational
goals, aligning these with individual
and collective performance
objectives.
Why work
with us?

5. WE are Business Transformation
WE can partner
with you on your
change journey to
deliver high value
and sustainable
change initiatives
Strategy & Leadership
Challenging organisations to ensure
clear alignment betweenpurpose, vision
& strategy. Ensuring alignment of
leaders and stakeholders.
Capability & Culture
Ensuring values and culture are aligned.
Improving outcomes by optimising
current and future capabilities
Performance & Change
Gaining clarity on organisational goals,
aligning these with individual and
collective performanceobjectives.
Our business transformation practice is builton helpingclientsoptimise alignment between market,
customer, strategy and execution.
Our core areas of expertise - Strategy & Leadership, Culture & Capability, Performance & Change -
formthe basis of our business transformation modelwhich includes15 BuildingBlocks - dynamic
modules designedto help you envision, frame, sizecatalyse and sustain change.
Each module can be delivered as a standalone intervention,or as an integrated suite dependingon
your needs. We can work with you at any point on your journey to develop tailoredsolutions.
5
15 Ways To Exell: Our Business Transformation Model
© Copyright 2016 WE Consulting LLP T/A Will Exell
WE
specialise
in:

6. CHALLENGETHE MARKET
A future focused market
immersion fromdifferent
perspectives - customer,
reputationand brand.
A review of the players shaping
and changing the business
dynamics in your sector
Strategy & Leadership
GENERATE BEHAVIOURAL
INSIGHTS
Insights driven review of your
critical stakeholder’s behavior-
how they think, feel and react
to your business and sector
CREATE INNOVATION
GAMECHANGERS
Focus on Identifying
opportunities for
differentiation, new market
entry and accelerating growth.
Provides a deep understanding
of innovation and how it is
achieved in your sector
Capability & Culture
BUILD ENGAGEMENT
STRATEGIES
Creating communication and
marketing strategiesto
connect the customer, brand
and overall business strategy
with employees and
stakeholders
DEFINE PERFORMANCE
EXCELLENCE
Define performance standards
in light of future business
needs and change
requirements
Performance &Change
We draw from a wide
range of interventions and
experience to tailor
solutions to our clients
needs. As a result, our
approach is flexible
enough to fit into any
context.
WE are Consulting
WE can provide you
with customised
consultancy to help
you define the
change you need
We draw fromspecialist
expertise in strategy,
marketing,PR, people and
change to design bespoke
projects which go well
beyond‘problem
definition‘.
Examples of our how we
can apply our consultancy
approach to your business
challenge are shown here.
Whilst these can be applied
to your business,we can
developany number of
options for you based on
the extent of our specialist
capability.
We’ll work
with you to
define the
type, scale,
and pace of
change.
Our consultancy
services can help
you define the
key strategic
challenges facing
your business
We’ll engage
and bring
leaders from
across your
organisation to
the table.
6

7. WE are Learning
WE believe that organisational learning and deliveringsuccessful change are strongly linked.
Developing leaders is core to ourproposition and we have developeda number of learning optionsto
share the experience of our network with clients and helpimprove the outcomesof your change journey.
Our associates and academic partners have decadesof world-class experience. They are available as guest
speakers or as part of the tailoredlearning programmes we provide. See below for some key examples
Change provides
multiple
opportunities to
transform an
organisation, and is
most effective when
it taps into its full
potential and
capabilities.
WE can engage
your senior leaders
and managers,
developing the
critical skills to lead
strategic change
FUTURIST WORKSHOPS
Identiify key trends and factors to
which will impact your business.
Expand thinking and generate
executive level dialogue
Strategy & Leadership
EXECUTIVE DECISION
MAKING & ACCOUNTABILITY
Deepen understanding of clear roles
and responsibilities and develop and
design executivemandates
POWER OF INNOVATION
Provide a broad view on the types of
innovation and how to build
innovation success in your business
Capability & Culture
REPUTATION STRATEGIES IN
A VOLATILE MARKET
Deepen understanding of the
importance of reputation leadership
COMPETITIVE ADVANTAGE
OF NETWORKS
Deepen understanding of social
networks and how the flow of
information and ideas creates value
Performance &Change
MANAGING FOR
PERFORMANCE
Define performance management in
the context of business performance
and change
HOW TO SCENARIO MODEL
STRATEGIC FUTURES
Teach leaders, strategists and other
key role holders to develop strategic
scenarios
ORGANISATION
DEVELOPMENT & DESIGN
Deepen understanding of how
organisations develop and learn
from practical application
UNDERSTANDCUSTOMERS,
BRANDS & ENGAGEMENT
Sharing the real skills of brand
development and consumer
engagement
STORYTELLING &
ENGAGEMENT
Develop a compelling strategic
narrative to describe the change
you are seeking in your business
KNOWING YOUR TALENT
Deepen understanding of how to
identify and manage talent within
your business
STRATEGIC CHANGE
Deepen the understanding of
executives, key role holders and
process leaders in the skill required
deliver strategic change
7

8. How WE Work With You
Background research on your business
• Strategy, financials& investor
relations
• Governance, Board, organisation
structure & management team
• Risk appetite & profile
• Customer segments& reputation
requirements
• Published human capitaldata
View from you on context
• Ownership structure
• Key influencers
• History & recent achievements
• Ambition for next 12-18 months
• Blockers and challenges
View from us on what we have heard
• Early view on change opportunities
• Potential upside/impact
• Benchmark with other business
change situations &
compare/contrast complexities
Assessment of business
transformation opportunities
• Interviews with key role holders
Review of key internal documents
• Strategy & business plan
• Products & services
• Financials
• Employee data
• Culture
• Customer data e.g. NPS
Heat map of current state using Will
Exell Business Transformation
framework
• Assessment againsteach 15
change tools
• Overview of gaps & opportunities
• Agreed priorities& focus for plan
Proposal of key areas required for
highest impact change and
performance outcomes
• Plan defined focusing on the critical
priorities requiredfor highest impact
• Sequenced according to inter-
dependencies & appropriate phasing
• Focus on enhanced strategy
execution and business performance
Change plan defined
& initiated
Assessment of needs
& priorities
Initial get to know of business
& key stakeholders
What we look for from you
• Time with you & visible
ownership
• Active sponsorshipfrom
other key role holders
• Appropriate funding
• Resources & involvement of
key teams
• Overt workingrelationship
and ground rules
• Transparent assurance
process from Will Excel
We partner with you to properly understand your business context and needs. Our work with you will be designedand customizedaccording to your
requirements fromour own frameworksand methodologies. The overall programme willbe sequenced and prioritized to mostquickly uplift
performance and enable change.
8

9. WE are Associates
9
AJ brings strategy to fore and
challenges leaders to embrace it as a
core and continuous focus. Working
with executives, HR departments, and
boards, AJ helps clients navigate
business challenges in the midst of
complex market disruptions and
changing business models. AJ is a
partner at Decision Strategies
International has worked closely with
world-leading multinational clients
across industries, including National
Grid, BP, GE, Microsoft, Nestle,
Vodafone.
Arjen van den Berg
Strategy & Change (DSI)
Morgan is a leadership and organisation
development expert with a successful
career within both global corporates and
academia. As a consultant and coach
she has focused on increasing
leadership capability and humanity in
the workplace. Morgan has recently
completed her PhD at Cranfield School
of Management researching how
competition and collaboration manifest
inside global organisations.
Morgan Chambers
People & Change
Alessandro has wide-ranging expertise
and experience brand strategy
(architecture, positioning, portfolio
analysis, internal branding, etc.) as well
as being a thought leader on integrated
marketing. Alessandro has rich
Experience in coaching ideas-driven
skills and expertise, workshops design,
management and implementation as
well as in facilitating strategy and
operational sessions, core competency
development and culture building.
A designer, facilitator and project
manager of corporate strategy
engagements. Cameliahelps leaders
understand the nature of disruption and
find ways to make better long-term
choices in the face of uncertain business
contexts. Cameliais a consultant at
Decision Strategies International has
lead classes in OperationsManagement
to MBA students at the London Business
School, as well as Decision Making,
Simulation Modelling and Statistical
Methods at the LSE
Camelia Ram
Strategy & Change (DSI)
Jamie is a strategic change specialist
and executive coach. Recent experience
includes consulting on digital strategy,
platforms and marketing; start up
consulting and finance raising; senior
executives and personal development
coaching. Jamie has excellent business
and consulting experience gained in a
variety of business functions across
multiple industries, including media,
technology, gaming, banking and
consumer goods,
Jamie Moore
Strategy & Marketing
Jon is a partner at Reputation Inc. He is
a public affairs expert, recognized for
devising innovative reputation strategies
within and across cultures to drive
business results. He has18 years of
front-line communicationsexpertise at
Fortune 500 and FTSE firms, building
and leading the EMEA teams at Coca-
Cola and Eastman Kodak. Jon is skilled
in solving issues demanding a reputation
and regulatory lens and has developed
winning techniques for forecasting
reputation risk and opportunity.
Jonathan Chandler
Public Relations (Reputation Inc)
Anne is Managing Partner at Peach & Co
and has operated at senior level in both
global and boutique search firms, where
she has focused on attracting senior
talent into businesses undergoing
significant transformational change. At
Bankers Trust she set up the European
strategic resourcing capability, building
partnerships with the premium US
business schools and was previously
Director of Recruitment at Barclays.
Anne specialises in Executive Search,
Coaching and Development.
Anne Peach
People & Change (Peach& Co)
WE Are
Strategy
Marketing
PR
People
Change
Alessandro Andolina
Marketing

10. WE Are Will Exell
WE have lived,
breathed and
been fully
accountable for
delivering
successful
change
• WE understand changing
customer markets and the need
to look at your organisation
'outside in'
• WE bring a network of innovators
and specialiststo apply critical
insights and define the most
effective action
• WE have challenged businesses
to ensure operational execution
aligns to changing customer
behaviours.
• WE avoid silo thinkingand short
termactions by taking a holistic,
system-based approach
• WE help you build in long term
collaboration and improved
networks for long lastingsuccess
• WE have a compelling record in
implementing majorstrategic
change – helping you to build
credibility
• WE have decades of experience,
succeeding in industries where
change is a constant.
• WE have operated at the highest
levels in complex and
challenging business
environments.
• WE have delivered sector
defining change under close
scrutiny froma wide range of
stakeholders- including
politicians, mediaand
regulators.
WE partner with
you to deliver
sustainable
outcomes of the
highest value
WE combine the
best talent and
techniques from
specialist
disciplines in a
truly blended
way
Contact Us