Change is inevitable. Successful change isn’t.

Enabling leaders worldwide to build extraordinary leadership teams
and create highly successful leaders of change – starting with themselves.

Change is inevitable. Successful change isn’t.

Enabling CEOs and leaders to align their people to a clear strategy and improve the way their organisations work.

“If you are not leading change, you are not leading anything. You are simply watching the status quo unravel.”

Change & Strategy International: change leadership experts.
Owned and led by Campbell Macpherson, an international change leadership expert based in the UK, Change & Strategy International provides leadership development, leadership team development, change leadership, strategy alignment and business consulting services to enable your people and your business to thrive in a world of change.


Campbell Macpherson
Give your people the clarity and the motivation they need to succeed.
25+ years helping leaders to successfully instigate strategic change.
Change, Leadership, Culture, Strategy.


Campbell Macpherson
Enable all of your leaders to lead and deliver sustainable change.
Enable all of your people to embrace change and look for the opportunities.
Enable your invaluable employees to thrive.


Campbell Macpherson
Inspirational & Energising Keynote Speaker and Facilitator.
Motivate your people to want to embrace change and succeed.
Energise your most lucrative customers.


Campbell Macpherson
‘The Change Catalyst’: Business Book of the Year 2018.
‘The Power to Change’ awarded in 2021 Business Book Awards.
‘You: Part Two’ – thrive in the second half of your life.



CPA Australia
Congress 2022

Extraordinary Leadership – and how to develop it

Unleash the latent talent in your organisation

Over 50 customers
Over 50 employees

Leading in uncertainty – Thrive Global interview


88% of change initiatives and business strategies
fail to deliver.

Equip all of your leaders with the tools they need to lead and deliver sustainable change.

Equip all of your people with the tools they need to embrace change.

Enable your people to thrive during uncertainty and approach change as a part of life rather than a project or a phase to be endured. Enable them to be among the 1 in 8 who succeed.

Their well-being and success of your organisation depends upon it.

Approved by The Institute of Leadership & Management.

Click here for more details.


88% of change initiatives, business strategies, mergers and acquisitions fail to deliver what they set out to achieve. There are multiple reasons for this endemic failure, but they all boil down to one over-arching factor – leadership.

Leadership is leading change. If you are not leading change, you are not leading anything, you are just managing the status quo. And as Covid has shown us, the status quo can be very short-lived.

In the decades I have spent helping leaders to beat these odds and lead the delivery of successful and sustainable change, I have identified five key ‘truths’ about the subject. At first glance they may come across as ‘Blinding Glimpses of the Obvious’. They’re not.

  1. Change is inevitable. An easy comment to agree with but so difficult for people to fully take on board. Life is inherently uncertain. And as we have seen these last eighteen months, so is business. If we are to be successful, if our people are to be successful, we must all learn to acknowledge that there are aspects of life and business that we simply cannot control – and then learn to be comfortable with this fact. Change is not a project, nor is it a one-off. It is a constant part of life. As two recent delegates in one of my ‘Leading Change’ workshops remarked: ‘not all change is good’ and ‘not all change is bad’ – and we must learn to accept both.
  2. All change is personal. Even the most comprehensive of organisational changes is actually the culmination of a myriad of individual changes. Successful change is not about processes or systems or business models or balance sheets or budgets. It is about people. And people are complex, messy, irrational and emotional beings.
  3. We all erect our own personal barriers to change. And these need to be acknowledged and aired. Each of us reacts to change differently, and the way we react will differ from one situation to another. But we each possess our own default reactions; out own default barriers to change, especially when it is forced upon us. Some of these barriers may only last a few seconds, while others may last a lifetime. As leaders, it is our job to help our people identify their own barriers to change, so they can start to overcome them.

It is also our job to encourage our people to air their concerns and fears about any proposed change or strategy, for if these concerns aren’t voiced, they will grow in importance and become incredibly strong change barriers. Most leaders of change don’t understand this; they simply want their people to nod and comply. This is a big reason why most changes fail.

  1. All change is emotional. The roller coaster of emotions that we experience when change is done to us are both profound and entirely normal. The realisation that these emotions are normal has overwhelmed many a delegate in my Embracing Change workshops, and it is the first step to being able to use them to our advantage.

A key reason for change’s spectacular failure rate is that too many leaders forget that emotions trump logic every time. In fact, they are four times more powerful than logic when it comes to change. If you wish your people to embrace change, if you wish for your people to deliver your new strategy, you must appeal to their emotions. Logic alone simply won’t cut it.

  1. No-one changes because they are told to. We humans only change if, and when, we want to. So, as leaders, it is our job to help our people to want to change.

What does all this mean for us as leaders?

If we wish our people to succeed, we must not only present the numbers associated with our desired future state, but also paint a picture of what the future will look and feel like. We need to explain why the change is necessary and ensure this ‘why’ is relevant to everyone, helping every person to find an emotional reason to embrace the change. We need to appeal to their pride, their ego, their sense of self, their desire to help others – whatever it takes to unearth the emotional connection that will help them to want to change.

Extraordinary leaders are good listeners – listening to understand rather than simply listening to reply.

They are stewards, striving to leave their part of the business in a better shape than they found it. They create more leaders rather than followers, and they motivate their people to deliver results.

Extraordinary leaders also know that success is impossible unless they create a culture that is comfortable with uncertainty; unless their people are ready, willing and able to embrace change – and unleash their potential.

Author of

2018 Business Book of the Year
Wiley 2017

Author of

Embracing personal change
Kogan Page 2020

Author of

Thriving in the second half

Hachette 2021/2022

Author of

Thriving in the second half of your life
August 2021

Author of

2018 Business Book of the Year
2018 Leadership Book of the Year

Author of

Embracing personal change
Finalist 2021 Business Book Awards