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Andrew is Australia's most experienced Blue Ocean Strategy practitioner, with over 17 years of experience applying the methodology in Australia and globally. Working across 20+ industries and 15+ countries, he has supported more than 250 organisations—ranging from large incumbents and boards to agile growth businesses—in navigating strategic change and creating uncontested market space.

A passionate educator as well as a practitioner, Andrew has trained over 1,000 individuals in Blue Ocean Strategy tools and frameworks. His approach marries deep methodological rigour with practical commercial reality, ensuring teams not only understand the strategy conceptually but are genuinely committed to executing it.

Recognising a critical gap in modern competitive strategy, Andrew developed Comparative Commitment—a proprietary framework designed to re-surface the concept of Comparative Advantage. This concept was largely sidelined by mainstream strategy practices over 40 years ago, yet it remains fundamental to discovering and maintaining true differentiation.