Mac Andrews: 
Mac is a commercial psychologist & has spent the last 16 years working with Breakthrough Innovation technologies with Transformations Ltd and now BWC Ltd QuantumSteps – Mac is pleased to serve Lloyds International Retail Banking, GlaxoSmithKline,Coca-cola, BA, BUPA, Ecco, the Granada Group, AMP (Australia), Singapore Airlines, Goldfish, Dell, Carphone Warehouse, Unilever, Holiday Inn EMEA, Saudi Arabian Airlines as valued past and present clients.

His work with friend and ex-colleague Roy Langmaid provided the seminal customer insights out of which BA implemented Breakthrough Training for Cabin Services, Flat Beds in Business, Fast Track, International Arrivals Lounges amongst many others. Carphone Warehouse used him to turn their conference into a learning experience for all their staff over two days (circa 1,500 people per day) about their subsequently award winning customer service values. Ribena’s expansion from Mum and her kids into the hands of young adults was based on insights from extensive insight work over a period of three years at GSK. His work formed the basis for the recent resurgence of volume sales in Aquafresh and pending global repositioning.

This is what Roger Scarlett-Smith, President Europe GSK Consumer Healthcare has to say about working with Mac, "Mac has the ability to unlock the real motivations of consumer behaviour. We have used Mac several times on knotty issues. He brings breakthough analysis and interpretation to get behind what consumers are saying. Importantly, this has contributed to market leading actions and strong business growth."

Author of "The Breakthrough Zone" John Wiley and Sons 2003. Winner of the David Winton Award for best technical paper presented at the MRS conference in 2003 “Theory and practice in the large group”. Mac won the Market Research Society David Winton Award in 2003 for his joint paper with Roy Langmaid on working with large groups.

Co-Founding Director of MYndCentral Ltd, and leader of the Mastery Programme and designer of Meta-Schematic Repatterning. He is the creator and leader of “The Mastery of Leadership” launched next year in Coventry by Resource Development International as part of an MBA course.

What people say about Mac

“As a global strategic planner, I used Mac Andrews quite a few times and is my first choice for any complex or intractable problems. He is a master at running large group work which uncovers a whole new level of depth. His skill lies in his psychological analysis of the results which leads to a really rich understanding of the issues and always adds new insights. Mac is a most charming person to work with and is always passionate and totally engrossed in his projects.” P. Arnold, Global Strategic Planner.

The Breakthrough Zone - Book Review

The full technology from insight to implementation is outlined and exposed in full with illustrative case studies in our book "Breakthrough Zone" published by John Wiley and Sons 2003..

Our highly regarded book "Breakthrough Zone - harnessing consumer creativity for business innovation" was published in October 2003 by John Wiley and Sons. It exposes our highly effective philosophy tools and techniques for Brand Development at both the micro and macro levels explaining extensively through case studies how our principles work. Click on the book cover to buy from Amazon.

Reviews of the book:-

Research, January 2004
"Worth buying? Yes. Its subject matter is unusual...almost every page contains something of value.."

The Marketer, May 2004
"...main problem with any innovation is making it a reality. In the area of implementation this book really excels."

Long Range Planning, 2005
"Shows how to create breakthroughs for people who work in large organisations especially those committed to preserving the status quo."

The Chartered Institute of Marketing, 2004
"The most detailed book on NPD I have ever read."

Publication Date: 30/10/2003
Finding a ‘breakthrough’ product or service is notoriously difficult, yet it is these breakthrough ideas that can transform a company’s fortunes. What do your customers really want from your company? How can you give it to them? Langmaid and Andrews have a simple answer –ask them.

As the authors say themselves, ‘This book outlines the most efficient and effective route for anyone to take in order to create breakthrough innovation from the creation of initial insights right through to final implementation.’

Langmaid invented the Breakthrough method, and Andrews is co-founder of the Institute of Creativity in the UK. Together they have extensive experience of working with blue-chip companies at finding breakthrough ideas (the Arrivals lounge at Heathrow Airport is a result of their work with British Airways customers). The book details their Breakthrough method, which in essence involves gaining a deep understanding of customer motivations and needs, and involving their creativity in solving your problems.

The authors argue that much greater insight can be gleaned from the willing participation of customers over a couple of days than by fleeting questionnaires that fail to dig deep enough. Together a team from the company and a selection of its customers explore various issues, and tease out the real needs and motivations behind purchases, before looking at how these can be met. The result is truly customer-focused solutions that meet real customer needs.

The book is the most practical I have ever read. Each step of the process is covered in minute detail – from defining the problem simply, to implementing changes and measuring the results. The nitty gritty of organising training days and using creative techniques and activities are all covered in great depth. Each step is also carefully explained, so you know exactly why you should be doing it, and what it will achieve.

The main problem with any innovation is making it a reality. It is in this area of implementation that this book really excels. Internal politics, culture, and resistance to change are all covered extensively, and advice given on how to win approval from decision makers and implement the changes sensitively and with the input of staff. A magnificent blueprint for putting customers at the heart of your company’s innovation.