About Maritime Impulse
Maritime Impulse was co-founded in 2023.
In this time of extreme change and transition, we realised that maritime OEMs are under pressure to prepare for the future, but are unclear about what they need to do to be ready for that.
Our principals
Angus is an experienced strategist, facilitator and innovator.
Prior to founding Maritime Impulse, he co-authored reports on Opportunities in the Pacific Tuna Sector for the Pacific Islands Forum, and Climate Resilient Wild Catch Fisheries for the Fisheries Research and Development Corporation. These led him to develop considerable expertise in maritime decarbonisation pathways.
He has worked on strategy for the Australian Institute of Company Directors (AICD), the Department of Primary Industries and Regional Development in WA, TechnologyOne Corporation, Objective Corporation, and numerous startups.
Angus has always loved the ocean and completed the Sydney to Hobart race at 16 years of age, grew up around yachts, and is a descendant of merchant mariners.
Christine is experienced in relationship building, project management and business development.
She has many years of involvement in sales, marketing and sponsorship initiatives for large corporates, including; running conferences, events and a large-scale project; Australia India: New Horizons with Price Waterhouse for the Department of Foreign Affairs and Trade.
Prior to founding Maritime Impulse, she project managed leadership training for organisations in Australia and overseas.
Christine is passionate about connecting people and helping them discover new ways to work together in furthering maritime decarbonisation and their business interests.
What is strategy?
The right strategy is key to taking your business forward, but what is strategy?
To answer that question we turned to four important strategic thinkers.
Richard Rumelt is Emeritus Professor at UCLA Anderson. He is an internationally known writer, speaker, and consultant on strategy.
Stephen Bungay is a British management consultant, historian and author.
Roger Martin is an author and strategy advisor to CEOs. His passion is helping businesspeople use more effective models to guide their actions.
Colonel John Boyd was a United States Air Force fighter pilot and military consultant during the second half of the 20th century. His theories are highly influential in military, business, and litigation strategies and planning.
Strategy is not
Let’s start by stating that strategy is not:
A high-level plan
A harmless synonym for important
Only done by the senior leadership team
Needed once a year for budgeting
Useless when making day-to-day decisions
Strategy is something we both design and execute.
Strategy design
Stephen Bungay helped us see that strategy design establishes coherence between our current aims, the opportunities (or challenges) we discern and the capabilities we have or plan to acquire.
A good strategy is a framework for decision making that tells us how we expect to generate competitive advantage and then helps everyone in our organisation do their bit to achieve it.
Roger Martin looks at strategy from a similar angle. He sees five simple choices that must be made to drive competitive advantage:
Winning aspiration (aims)
Where to play (opportunities)
How to win (competitive advantage)
Must-have capabilities (capabilities)
Enabling management systems (support your capabilities)
Strategy execution
Strategy execution relies upon technical excellence and an appropriate communication structure that is used to ensure aligned autonomy.
Richard Rumelt pointed out that the kernel of a strategy is a diagnosis of the critical challenge, a guiding policy for dealing with the challenge, a set of coherent actions to implement the policy, and coordination to accomplish the guiding policy.
We can map Rumelt’s advice to the famous OODA loop proposed by Col. John Boyd, as both Rumelt and Bungay acknowledge the iterative nature of strategy design. Whilst we execute strategy, we must also be prepared to re-design it.
Strategy sprint
This led us to develop the strategy sprint idea. It is a quick sprint through the OODA loop with the focused attention of the leadership team facilitated by external experts who can ensure the critical challenges are properly surfaced and discussed. See our Services for more on how that works.
Partnerships
