Robbie Kellman Baxter

Peninsula Strategies

We help organizations build forever transactions with the people they serve. This forever transaction is the secret to predictable, recurring revenue, higher corporate valuations and deeper, more meaningful relationships. We've worked with some of the most well-regarded brands in the world, including Netflix, Microsoft and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits & associations. You can read more about our clients' results here: https://robbiekellmanbaxter.com/clients/

Founder, Peninsula Strategies

Strava

Advisory Board Member

LinkedIn

I've authored and facilitated 10 courses, including Value Creation, Brand Building, Membership, Networking, Customer Success, Service Orientation, Business Development and B2B Sales. See the full list here: https://www.linkedin.com/learning/instructors/robbie-kellman-baxter?u=2125562

Instructor 

For over two decades, I have been helping organizations leverage subscription pricing, digital communities, and freemium models to build deeper relationships with their customers and generate predictable recurring revenue. I am the founder of Peninsula Strategies, a consulting firm that has worked with some of the most well-regarded brands in the world, such as Netflix, Microsoft, and the Wall Street Journal, as well as with visionary start-up entrepreneurs and mission-driven nonprofits and associations.

I am also an advisor, a speaker, an educator, and an author. I serve on the advisory board of Strava, a social network for athletes, and I share my insights and expertise on subscription and membership models through keynote speeches, podcasts, and LinkedIn Learning courses. I have written two books, The Membership Economy and The Forever Transaction, that anticipated and defined the massive transformation from ownership to membership and the rise of subscription pricing. My passion is to help organizations create forever transactions with the people they serve and achieve long-term growth and sustainability.

Strategy Shift Ltd

The Strategy Coach

Strategy Shift

Leading a virtual Masterclass on 'Leading high-stakes' meetings. Details incl. enrolment here: https://strategyshift.co.uk/course/leading-high-stakes-meetings/

Course Instructor - Leading high-stakes meetings Masterclass

Advice and coaching to CEOs and other C-Suite Executives taking on a new role, or looking for one, and facing:

- Exciting growth opportunities
- Complex customer dynamics
- A missing or incoherent strategy
- An underperforming leadership team
- Investors with high expectations
- A bureaucratic, undiverse culture

You want to be inspiring, inclusive, and compassionate. It’s going to take deep thinking. Hard choices. Concerted action. At pace.

But where do you start? And how do you master the mindsets and practices required? 

That's what Strategy Shift focuses on.

Founder

My series Lancefield on the Line explores how to develop extraordinary individuals and organisations.

By interviewing some of the world’s leading executives, entrepreneurs and management thinkers on leading edge practice in strategy, leadership and organisational culture, I aim to give you the tools to help you perform at your best and progress your career to your full potential.

What do my guests really think and feel about their subject? You’ll learn much more here than by reading an article, a book or listening to a keynote.

It’s all delivered with a bit of an edge, too.

Host and editor, Lancefield on the Line Podcast

David Lancefield Ventures Ltd

Director

London Business School

Guest Lecturer

Harvard Business Review

Contributor

strategy+business

Contributing Editor

Strategy&

Senior Partner

After the acquisition of Booz & Company, I redesigned and refreshed the approach to thought leadership as a way to increase brand impact, commercial sales and people engagement. This resulted in analysts from Source from Consulting increasing ranking from 8th to 4th, winning three MCA Awards/nominations and originating substantial commercial sales from the investment of time.

Leader of Thought Leadership, EMEA Consulting and Strategy&

- Lead advisor role on transformational projects for the C-Suite of BBC, Ofwat, Royal Mail, S&P, Channel 4, NHS, ITV, covering more than £150bn of assets. Worked with closely with 35 CEOs and led 30 transformation programmes, including 15 new digital ventures or ecosystems.
- Worked in 20 countries, leading more than 500 engagements with an average client feedback score of 9/10 and winning 5 industry awards or nominations. 
- Led PwC’s global relationship with the BBC, increasing revenues substantially over three years and winning high profile mandates (Gender Pay, Pensions, BBC Studios Transformation).
- Played a pivotal role in the strategic design of new markets, ventures and services – NHS, Media, Water, Anti-trust, Electricity – which have delivered significant benefits to citizens and consumers. Advised Government officials, regulators and the private sector.
- Authored more than 50 reports on aspects of transformation, and 13 articles in Strategy+Business and Harvard Business Review (the ‘Four Building Blocks of Transformation’  and won the gold award at the US American Society of Business Publication Editors, whilst the ’10 principles of strategic leadership’ is one of the most downloaded Strategy+Business articles ever).
- Transformed the positioning, profitability and profile of PwC’s economics and policy practice (increasing revenues by 20% CAGR, profitability by 10%) and media profile.
- Sponsored and/or coached 35 new (and successful) partners or directors in PwC. 
- Initiated, developed and sustained the Thought Leadership capability in PwC Consulting and Strategy&, winning three flagship industry awards and originating a substantial multiple of revenues to investment.

Partner, then Senior Partner

Appointed as a partner in the PwC economics team, initially focusing on anti-trust investigations, then evolved to sector regulation and strategy and then enterprise-wide transformation. Achievements included:

- Advised the CEO of a large technology company on his priorities, leadership team and tactical moves; since then the company has grown successfully, increased people engagement and the share price.
- Developed a growth strategy and implementation plan for a large data business.
- Co-led the innovative Ofwat 18 month price review which delivered ‘more for less’ – in the form of lower customer bills and £43bn investment in the sector.
- Secured State Aid approval of the £1bn financial package to support Royal Mail privatisation through economic evidence.
- Advised the Board of Virgin Media on how best to respond to disruptors leading to a clear strategic choice and successful execution of a new strategy.
- Improved ITV’s licence terms as a result of the submissions and strategy, saving ITV £135m along the way.
- Shaped the strategic decisions taken by Technicolor which contributed to its turnaround.
- Contributed to the successful launch of Radioplayer and Freesat through business planning, financial modelling & customer research.	
- Made a significant contribution to a new vision, public value framework and technology capability for Channel 4.
- Conducted a strategic review of the Pensions Regulator, which led to a transformation of the capabilities and positioning of the organisation.
- Advise NHS Improvement on pricing, failure, competition issues, patient centricity contributing to reform of the NHS.
- Contributed to successful outcomes in competition investigations for BUPA, BBC, Alstom, Formula 1, Teracom through robust, compelling economic evidence.. 
- Led high profile, sensitive reviews for the BBC involving Premium Rate Services and the Window of Creative Competition lead to robust conclusions that withstood scrutiny.

Client-facing partner

Played a prominent role in turning around performance, leading PwC’s focus on major accounts and bids in TICE Consulting; in each of the three years the revenue budget was beaten and profitability improved. Led a “Win it Big” Campaign – inspiring, coaching and converting significant (£1m+) opportunities, which was adopted by other businesses within PwC.

Client and Markets Leader, TICE Consulting

Grew revenues of UK practice by more than 15% CAGR, increased profitability by 10% and client satisfaction by 15%, building a team of 150 people comprising 25 nationalities. Merged four economics practices in to one, built a stronger brand, developed innovative services, launched the megatrends research, and built a more diverse team at all levels.

Leader of Economics and Policy (UK and Global) 

People Partner for Strategy & Economics practice, responsible for recruitment, talent development and reward: successfully merged two groups, growing business by 15%, reducing HC operational costs by 50%, increased people engagement by 10% and exceeded budgeted growth each year by 5%-10%.

People Partner, Strategy & Economics

PricewaterhouseCoopers

Senior Associate-Director

Associate to Senior Associate

Hi, I'm David. I'm The Strategy Coach for CEOs, C-Suite executives, and founders at the world's top organisations. I've worked with more than 50 CEOs and hundreds of executives over nearly 30 years. 

I write about strategy, leadership, and culture in Harvard Business Review, MIT Sloan Review, Strategy+Business, Fast Company, and Forbes. I'm quoted in the Wall Street Journal, FT, Times and the Guardian.

This is how I can help you:

👋 Executive Coaching and Advisory.

Typically, you are new in role or transitioning, facing:

▶️ Exciting growth opportunities
▶️ Complex customer dynamics
▶️ A missing or incoherent strategy
▶️ An underperforming leadership team
▶️ Investors with high expectations
▶️ A bureaucratic, undiverse culture

You want to be inspiring, inclusive, and compassionate. 

But where do you start? And how do you master the mindsets and practices required?

▶️ Learn about my services at: https://strategyshift.co.uk/services/

In retained contracts (6 months+) I provide: catalyst sessions, exercises, blueprints (e.g. for vision, strategy, culture), role-plays and rehearsals, invitations to peers and other professionals. 

Clients include: the BBC, Microsoft, the Guardian, CBRE, Oak Foundation, NBC Universal, ManpowerGroup.

👋 Topics include:

▶️  Strategic thinking and doing.
▶️  Board/Exco impact and dynamics.
▶️  Decision-making.
▶️  Integration of strategy and culture.
▶️  Overcoming inner obstacles to growth.
▶️  Dealing with challenging stakeholders.

👋 Expect big results:

☑ Organisation: profitable growth, new capabilities, greater resilience.

☑ You: greater fulfillment, financial reward, reputation, wellbeing.

👋 Perspectives

I believe passionately in sharing my expertise, ideas, and learning. 

▶️ Writing: https://davidlancefield.com/writing/. 

Sign up to my:

▶️ Every Day is a Strategy Day newsletter: https://davidlancefield.com/newsletter/

▶️ Lancefield on the Line podcast in which I interview the world's best executives, enterpreneurs, and management thinkers: https://davidlancefield.com/lancefield-on-the-line/

👋 About me

I'm curious, creative, courageous. Intellect with intuition, reflection with action, compassion with clarity.

I’ve taken risks and overcome challenges in my professional and personal life — including the care of a disabled child — in pursuit of growth and opportunity. 

▶️ Former senior partner in Strategy&/PwC.
▶️ Guest lecturer at the London Business School.
▶️ Distinction in MSc Economics (Warwick) and Meyler Campbell Mastered coaching. 

Reach out to me at david@davidlancefield.com

David Lancefield

It was like a scene from Back to the Future.

Sitting next to a former partner, colleague, and boss, Graeme Clark.
Someone I admired for his brilliance with clients, leadership of people, and mischievous nature.

Inspiring, stimulating, ambitious, demanding, and caring, all in one.

We talked about the best times in our careers, with rose-tinted glasses, I'm sure.

One chapter stood out when we had tight-knit teams of 30-40 with: 

- Clarity about what we were there to do.
- Focused on doing the best possible, profitable work.
- Empowered and trusted to get on with it, with minimal management.
- Able to make decisions about how to work day, to day, and have fun (yes, we also spent money on days/weekends away).
- Led by a small, focused centre - setting direction, allocating capital, assessing performance.

We were successful, for sure.
Financials, growth, fulfilment, well-being.

It wasn't perfect, but it was better than being micro-managed by bureaucrats, as many organisations are.

It's now called the self-managed organisation movement.
Perhaps we were ahead of our time?!

What do you look back at fondly?

Strategy advisor & Exec Coach | Helping CEOs/CXOs perform at their best (transitions, first 100 days, decisions). | Founder, Strategy Shift I HBR Contributor I LinkedIn Top Voice 24/25 I LBS Guest Lecturer I Podcast Host

The best consultants shape ecosystems, industries, and organisations.
Empower and enable leaders and their teams to achieve extraordinary results.
And build confidence and capability that sustains and develops longer after they've left.

I'm blessed to have known and worked with - and still do, in some cases - the best of the best.

The master combinations (some of which are paradoxes): the big picture and small details, innovative and respectful (of legacy), entrepreneurial and purposeful, empowering and directive, disciplined and flexible, caring and candid.

Most of all, they're wonderful people.

Here are some of those at the top of my list (in alphabetical order, in addition to countless at my previous organisation PwC Strategy&):

- Gretchen Anderson: a recognised expert on organisational culture and team effectiveness, working with organisations as a guide and sounding board to identify and harness the critical few behaviours and people.

- Ron Carucci - an acclaimed consultant and thought leader, working with C-Suite leaders to reimagine, design, and deliver transformational change, starting with the mindsets, beliefs, and practices of the leaders themselves.

- Stuart Cook - a first-rate advisor and consultant to the C-Suite and their teams of regulated utilities as CEO and Founder of Complete Strategy, makes the most of price reviews and policy development from big picture strategy to design to day-to-day execution.

- Carlo Gagliardi - a sharp strategic thinker and doer, esp. in media. A big brain, tackling the most complex transformational challenges using his innovative, creative, and systems thinking capabilities at Accenture.

- Jennifer J. Fondrevay - the M&A Whisperer, tackling the most critical people, esp. culture, issues in M&A with her trademark incisiveness and creativity.

- Matt Hamnett - a pioneer in disrupting the consultancy world and delivering exceptional impact, powered by AI, in all things Education, Healthcare, and Defence, having just launched his exciting new venture Avencera. 

- Scott Newton - a renowned C-Suite advisor to family businesses and corporates, someone who brings a global perspective on transformation, blending strategy, finance, innovation, and real change (with a focus on results, more than report).

- Karen Thomas-Bland - a hugely experienced PE Chair and interim executive who leads large-scale transformation (carve outs and integration) in the first 18 months and delivers big results, time after time.

Who would you call out as consultants you admire and rate?

(I'm writing a separate post on executive coaches; some of the above play this role too).

Honoured to be featured in Richard Bistrong's latest newsletter, calling out my work on organisational seasons - and how to lead through them. Great to be alongside Ron Carucci and Dina Denham Smith too, who I also admire.

If you're looking for inspiration on all things ethics and compliance, check out Richard's work here on LinkedIn and Substack via the links below.

Highly recommended.

You might also pick up a tip or two about travel and style (particularly suits!) too!

More of my writing, which was once on The FCPA Blog, on Substack, here. 
A first look at new ways to access my e-learning Why We Say Yes (here) and the Compliance Corner (™) series, here.
The launch, via Substack, of a ‘Compliance Coffee’ series, for individuals and Compliance teams.

View newsletter: The Compliance Corner™

Open article: All my favorite people (and authors) gathered together ‼️ by Richard Bistrong • 7 min read

All my favorite people (and authors) gathered together ‼️

There are people who are all in.
Others are going through the motions.

You can tell by their eyes.
It’s like they’re far away.
Talking to the mirror.
The words trip off the tongue as if it’s a keynote they’ve given before.
Tick the box.
Next.

I felt the opposite when I interviewed Muriel Maignan Wilkins for my podcast, Lancefield on the Line.

She was sharp.
Smart.
Succinct.
Answered the questions.
Shared stories.
Brought me into the conversation, hanging off her every word.
Wanted to spend the time with me.
With great energy.
I didn’t want it to stop.

No wonder she’s such an acclaimed executive coach.

And author.

If you’re feeling blocked (who isn’t?) and want to take a hard look at why, starting with your beliefs, read her excellent book ‘Leadership Unblocked’ (link below).

Full of coaching stories that we will relate to, underpinned by a compelling framework that moves us from feeling blocked to unblocked.

Look out for the episode in the New Year.

P.S. I read books in comfy clothes. Yes, I read the book of every guest; out of curiosity and respect for their time.

No alternative text description for this image

This is one of the most intentional, strategic practices that is often dismissed as indulgent or woo-woo.

Every day - well, nearly - I've captured what I'm grateful for.
It's hardly novel or clever. 
Many people, including my clients, do it.

But many people stop after getting the positive jolt of satisfaction - knowing that helps to create a more positive view of life, build resilience, and manage anxiety.

Go further. 
Look at what it's telling you about the mindsets and practices that serve you well. 
Dig into the patterns and identify what you can do more and less of.
Think about what it tells you about who you're becoming - and who you're leaving behind.

That's what I did. 

Here's what I learned:

- Movement lifts me through walks, steps, swimming and fresh air.
- Purpose energises me through progress on meaningful work and everyday tasks.
- Calmness shapes the day by creating space and clarity.
- Micro-connections matter through brief chats and warm exchanges that add colour to life.
- Relationships sit at the centre with shared moments that create meaning.
- Noticing growth strengthens it as small wins and signs of progress multiply.
- Routine carries its own joy when ordinary rhythms feel grounding and intentional.
- Curiosity brings energy through ideas, conversations and discovery.
- Home restores me with calm evenings and rituals that provide stability.
- Resilience builds through action as daily resets and forward steps create strength.

What have you learnt from journalling?

What if you led your life through an opportunity lens?

Yes, there are problems we have to tackle. 

But what if you started with a positive frame?

Imagine if we...?
What's the best I could make of this situation?
What do I want to make today?

I've been practising this for some time now.

It started as a way of overcoming some difficulties I was facing.
A way of just surviving and getting through some tough days.

Then I realised it not only made me feel better, but it also opened up the world around me to new possibilities.

Try it.

I use it with clients facing tough situations.
It sounds simple, even naive. 
But it works, I can tell you.

Thanks to Topaz Adizes for a stimulating conversation (link below).

Will you give yourself a present this festive season that costs nothing?

Can you guess what it is?

The time to think.

(Ok, ‘free’ means money)

Take a moment to understand who you've become, what you've created, and what you want next.

I’ve put together a short, practical guide to help you take a strategic stocktake of your work and life. 

It’s designed to help you see yourself clearly - your impact, your choices, your growth - so you can make wiser, more intentional decisions in 2026. 

At the heart of the guide are five simple, profound questions:

1. What impact did you have on the world?
2. What choices did you make?
3. What did you learn?
4. What resources did you use?
5. What got in the way?

Strategy is a personal endeavour.
It’s a way of living with clarity. A way of choosing with intention. 
A way of shaping a future that feels genuinely yours.

If you’re looking to reset, refocus, or raise your ambition for 2026, this guide will help you take the first step.

It’s also a powerful exercise to use with your team.

Here’s to a year shaped with intention, clarity, and courage.

P.S. Yes, I'm encouraging you to do this before things get even busier in the festive period!

P.P.S Link below to a Word version, which may be easier to use (download it for the best format)

Strategic stocktake

It's magical to see somebody at the top of their game - and loving it.

This time, it was Max Beesley and his group, the 'High Vibes', at Ronnie Scott's, the famous jazz club in London, with a dear friend.

There's nothing better than sitting up close, as if you're part of the group.

Max is a well-known actor, yes. 
You might not have known that is also a highly accomplished jazz musician (playing the vibraphone in this performance).

He was in great form. 

He:

- Assembled the best group, each musician at the top of their game.
- Put everything he had into his own performances. 
- Gave others space to do their thing.
- Watched others play their solos with absolute respect.
- Had a laugh as he introduced each number.
- Showed appreciation for the support he's received along the way, calling out 40-year friendships.

A moment.
A masterclass.
A memory.

***

I encourage you to do this:

Go on and see somebody you admire. 
Or you've heard about.
Whatever field you like - business, sport, the arts, science, etc.
Aim high - find the very best.
Dive in. 
Soak it up.
Watch what they do.
Take a moment to think about what you can learn from it.
Be grateful for the experience.

I certainly am.




`

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The Battle

Robbie Kellman Baxter

David Lancefield

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The Battle

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David Lancefield

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