We work in the space where strategy comes alive.
Where teams find their footing and organisations start to move.
Michael McKay — 25 years at Amazon, PayPal, LEGO, and Novo Nordisk, working at the intersection of product culture, AI readiness, and organisational change.
Map your product culture — free, 10 minutes
Why Most Transformations Never Fully Land
Most organisations have been through at least one transformation. Many have been through several. The strategy was sound. The implementation was extensive. And yet the new ways of working never fully took hold. The gap between what was decided at the top and what gets practised on the ground is where most transformation value quietly disappears.
Selected workWork that went beyond the workshop
The challenges below weren't solved with a framework. They were solved by working inside the organisation, at the leadership level, with the people who had to live the change.
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
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.
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.
Learn more & book →
1 DayRich Narrative Lab
AI amplifies execution. Rich Narrative Lab sharpens the idea and the story behind it — the bottleneck that actually matters now.
Featured at
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.
Learn more & book →
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.
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.
Learn more & book →
Michael McKay · Founder, practitioner and advisor
Should your product culture optimise for speed or care? We think that’s the wrong question.
The best organisations do both — and move faster because of it. Silicon Valley pace and Scandinavian trust reinforce each other. That’s what McKay Consulting is built on.
Read more about our approach →
The Five Mindsets of Innovation
A human-centred innovation operating framework with a strategic design core for discovery, concept development, and organisational alignment — applied across every engagement.
Empathy
Start with the people you serve. Understand their real problems — not the ones you assume they have.
Explore Empathy →
Ideation
Generate more options before converging. Give teams the permission and tools to think big.
Explore Ideation →
Filtering
Make better bets. Use strategic criteria to choose the ideas worth pursuing with confidence.
Explore Filtering →
Iteration
Learn faster by testing small. Build cultures that treat every experiment as signal, not failure.
Explore Iteration →
Storytelling
Create alignment through narrative. The right story turns strategy into action across an organisation.
Explore Storytelling →After decades working at the intersection of technology, products and people — as innovation leader, practitioner and team builder — we’ve seen many technologies arrive and reshape the rules. AI is the most significant of them all. Its impact reaches far beyond the tools themselves: products, services, ways of working, organisational structures and entire markets are changing at extraordinary speed.
The question isn’t whether to engage — it’s how. Whether you’re building new solutions made possible by AI, or automating and accelerating existing workflows, the work requires both strategic clarity and a human focus. That’s always been the job. And it has never felt more relevant than now.
What practitioners say
Michael is one of the very few leaders who can make strategic design thinking actually work inside a large organisation — not as a workshop, but as a genuine operating capability that changes how decisions get made.
Michael didn’t arrive with a pre-packaged framework. He took the time to understand our context and helped us build the methods into what we were already good at. The ability to put the customer experience at the centre was consistently what set us apart.
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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