Article An article from the CEO 28 Oct 2024 — 3 min read The Team Stephen Newton The past four years have brought unprecedented uncertainty for businesses. In the UK, we’ve experienced political upheaval, economic volatility and rising corporation taxes. Across the Atlantic, the U.S. has faced supply chain disruptions, economic instability and deep political divisions. For many organisations, the focus has shifted to survival. But I’ve always believed that tough times demand more than just surviving—they call for bold decision-making and a willingness to think differently. That’s why I founded Elixirr in 2009 with a single intention: to take out the bad in consulting and put the good back in. To challenge what the industry had become and return to the core essence of consulting: helping businesses get ahead and stay ahead. As Elixirr has grown, our guiding philosophy has never wavered. It’s not enough to simply challenge convention for the sake of being different. What truly matters is whether we can deliver something better—a better approach, better outcomes and ultimately, better businesses. This conviction has shaped our latest brand campaign, ‘Think Better’—an ideology rooted in pushing beyond the world of ‘different.’ Just as IBM’s iconic ‘Think’ campaign inspired innovation and Apple’s ‘Think Different’ pushed creative boundaries, ‘Think Better’ challenges us to evolve once again. It’s not just about thinking differently, it’s about making deliberate improvements that have real, transformative impact. This idea isn’t just theoretical; it’s grounded in the principle of marginal gains. Marginal gains, a concept often applied in the world of professional cycling, holds that small, incremental improvements across all areas of a system can lead to significant breakthroughs. This approach has been integral to our ethos as the Challenger Consultancy. We empower businesses to not only survive but thrive by making strategic, incremental changes that deliver outsized results. We don’t rely on outdated methodologies or one-size-fits-all solutions; instead, we partner with our clients, working closely to understand their unique challenges and crafting bespoke strategies that drive growth. When I founded Elixirr, I knew I was taking a risk—both personally and professionally. But I also knew that without risk, there is no reward. That’s why ‘Think Better’ resonates so deeply with us today. In the early days of our business, every project we delivered determined whether we would get the next opportunity. That level of accountability and focus on delivering the best possible outcomes has never changed, even as we’ve grown into a global firm. In 2020, we reached a major milestone by listing Elixirr on the London Stock Exchange. This moment not only accelerated our growth but also allowed us to share ownership of the firm with our entire team. We are a firm of entrepreneurs and our ‘Think Better’ philosophy applies just as much to how we run our business as it does to how we advise clients. Our success is shared, and every member of our team is deeply invested in helping our clients achieve theirs. As we navigate an increasingly volatile global landscape, ‘Think Better’ isn’t just a marketing slogan—it’s a mindset for the future. In today’s world, thinking differently isn’t enough. Leaders must focus on making their organisations better—by optimising processes, improving customer experiences and investing in innovation. That’s what we’re here to help them do. The path forward requires bold thinking, but it also requires deliberate action. As we continue to push the boundaries of what consulting can achieve, we’re inviting business leaders to join us in thinking better, leading bolder and driving meaningful change. Think Better. Lead Bolder. Stephen Newton Founder & CEO, Elixirr You may also like ARTICLE — 3 MIN READ Elixirr’s partner coach mentorship programme ARTICLE — 3 MIN READ The story of Elixirr