Senior leaders don’t lack strategy. They lack a culture that can carry it.
McKay Consulting partners with product, design, and transformation leaders in mid-to-large enterprises — making new ways of working real, not just understood.
Michael McKay has spent 25 years inside organisations at the leadership level — from Amazon and PayPal to Novo Nordisk and LEGO — working at the intersection of product culture, strategic design, and organisational change. The practice is practitioner-led and deliberately small: one trusted partner, not a team of consultants.
Map your product culture — free, 10 minutes
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.
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.
- 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
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.
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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