Give people permission to experiment — and you liberate the thinkers and talents who were already there.
Silicon Valley speed — met with Scandinavian respect for people, trust and wellbeing.
Let’s talk →
Fast or caring? That’s the wrong question.
Fast or caring? We think that’s the wrong question. The best organisations do both — and move faster because of it.
Read more about our approach →Design thinker. Innovation strategist. Executive partner.
For 25 years I’ve worked inside some of the world’s most ambitious organisations — PayPal, Amazon, Nokia, LEGO, Novo Nordisk — not as an outside advisor, but as a practitioner leading real teams through real transformation.
My work sits at the intersection of design, strategy, and culture. I help executive teams get clear on where they’re going, equip their people to get there, and build the capability to keep going long after I leave.
Over time I’ve become increasingly focused on one question: how do we build cultures that genuinely value and accelerate human talent — so we can create the solutions that matter most right now? That pragmatism and that vision is what drives me, and what drives McKay Consulting.
The Five Mindsets of Innovation
I’ve distilled my career’s experience into one framework: the Five Mindsets of Innovation — designed to make innovation simple, accessible and repeatable inside large organisations.
Empathy
Understand the people in the situation — their goals, frustrations and the problems that are really at play.
Explore Empathy →
Ideation
Generate unexpected, powerful ideas by activating the whole team across disciplines, roles and titles — co-creation in practice.
Explore Ideation →
Filtering
Define the criteria that matter — and use them to filter the right ideas from the many, with a rich bank to return to later.
Explore Filtering →
Iteration
Build realistic, functioning prototypes fast — test with real customers early and de-risk your concept choices before you commit.
Explore Iteration →
Storytelling
Put the idea at the centre — and give it the story it needs to survive the journey from concept to reality.
Explore Storytelling →AI is the latest in a long line of technologies that change how we work. But it doesn’t change the fundamental contract we have with our customers and employees: they deserve the best tools, products and services available — ones that are simple, direct and genuinely usable, and that address the problems and tasks they actually show up with. That’s always been the job. That’s still the job.
Map your product culture — with our assessment tool
Grounded in Silicon Valley practice and leading product thinking — 14 dimensions that show you exactly where you stand.
Identify where to focus to get ready for the significant changes that AI and other forces will drive in the coming years.
Take the free assessment →14 dimensions · 10 minutes · Instant personalised Culture Map
Your personalised Culture Map
14 dimensions · Benchmarked
against best-in-class
AI changes everything. Except the job.
AI is the most significant technology of our generation — reshaping products, organisations and entire markets at extraordinary speed.
The question isn’t whether to engage with AI — it’s how. Strategic clarity and a human focus. That’s always been the job.
Choose your engagement
1 HourThe Framing Call
Too many frameworks, none of them fully landed?
This is an hour to sit with someone who has been inside organisations like yours — at the leadership level, not the advisory level. No pitch. No new model. Just an honest conversation about what’s actually going on.
- We come from corporate — we’ve been exactly where you are
- Honest reading of what’s really at play
- We cut through — and talk about how it could actually be done. No new layers on top of the old ones
- A starting point — and a map. Where you go from here is your call.
Come prepared — take our Product Culture Assessment © and read one of our articles before we talk.
A short report after the call — our honest read of what we’ve seen and where we’d recommend acting first.
Learn more & book →½ DayProduct Model Maturity Assessment
A structured half-day for the full leadership team — individual assessments, shared insights, and a clear picture of where to focus.
- Individual PCA results compared across the leadership team
- Where perceptions align — and where they don’t
- Capability building, tools and methodologies
- Product leadership as the primary lever for change
- AI readiness from a product culture perspective — where you stand today and how to move forward
1 DayRich Narrative Lab
AI amplifies execution. Rich Narrative Lab sharpens the idea and the story behind it — the bottleneck that actually matters now.
- Storytelling as a strategic capability
- Low-res prototyping and rapid ideation
- Cross-functional team alignment
A format known from Innovation Roundtable, Ørsted, and Novo Nordisk.
Learn more & book →
2–3 DaysFive Mindsets Vibe Coding Sprint
Five phases. One live challenge. From in-field empathy to working code — at a pace that fits your organisation.
- In-field customer research and AI-powered vibe ideation
- Real code iteration with daily adoption pressure tests
- A Strategic Alignment story ready for organisational rollout
1 WeekFive Mindsets Strategy Sprint
Five lenses on one challenge — from user empathy to strategic storytelling. Applied at speed to whatever your organisation needs to move on.
- Strategy development and organisational design
- New service and product-service system design
- High-speed iteration on specific challenges
Experience from, among others
Full EngagementTransformation Partnership
For organisations that have set a direction — and need it lived across leadership teams and on the ground.
Most transformations lose their value not in strategy or implementation — but in the moment when strategy must become lived behaviour inside teams.
- Embedded direction and coordination across the leadership team
- Accelerator sprints — demonstrating new ways of working through real business processes
- Capability building across technical, product and operations disciplines
The right engagement starts with the right conversation.
Whether you need one sharp hour or a long-term transformation partner — let’s figure out what fits your organisation right now.
info@mckayconsulting.dk · Copenhagen, DenmarkI’m Writing Again
After a quiet stretch, I’m restarting my newsletter — a more personal space for sharing what I’m learning about leadership, design, and transformation in this age of acceleration.
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