The Customer-led Growth Company

Helping brands and businesses pioneer on behalf of customers


Customers not CEOs decide whether companies succeed. Yet being customer-led remains elusive.

Our Founding Partner Charlie Dawson has co-authored a new book that uncovers how to become, and stay, customer-led. 

"For those who want to turn the prevailing "inside out" view in companies to "outside in" and ensure long term success."

- Paul Polman, co-founder, Imagine, and former CEO, Unilever


What We Do

We immerse our clients in outside-in perspectives across the areas that are crucial to creating customer-led success

Growth Strategy

Proposition Development

Customer Experience 

Our Perspectives

Beautiful Landscape

The Foundation Forum

Our next Forum:

Copernicus, Customers and Companies - How to be customer-led


The Foundation Forum and Book Launch, Thursday 24th June, 6.30pm


We'll hear from:

Charlie Dawson - Founding Partner at The Foundation

Seán Meehan - Martin Hilti Professor of Marketing &
Change Management at IMD

Tim Mason - former Deputy CEO at Tesco

Deborah Corless - former Head of CX Strategy at O2

Mikael Sørensen - CEO of Handelsbanken UK

Register for the event

Browse our library of previous Forum write ups


Our Clients

We've worked with HSBC across the Group for more than 10 years, developing market-changing propositions, reinventing customer experiences, and building greater customer-led belief

Contributing to global growth

We worked with Jaguar Land Rover in the UK designing a stretching vision of their future customer experience and business network, and globally improving retention

Challenging accepted practice

We helped Morrisons' new CEO develop business-wide confidence in an honest, valued proposition, find a sense of purpose that’s respected and valued by down-to-earth colleagues, and develop an approach to providing outstanding service

A customer and colleague-led turnaround

We helped Ebay on a crucial growth challenge, reducing the complexity and friction in their sellers’ experience without compromising trust, growing relationship value securely

Simplifying a business relationship

We helped Harvey Nichols rebuild their confidence by finding their place in today’s fashion market in the minds of their customers and colleagues

A customer-led repositioning

We worked with Eurostar to build their position as Europe’s "most loved travel experience", developing propositions and giving them a toolkit to continue themselves

Making a bold ambition real

“The Foundation really helped engage the teams in ways that made sense to them and help them genuinely understand the change that was needed.”

— Phil Popham, former Global CMO, Jaguar Land Rover, now CEO, Lotus Cars


Our People

We are a Team of Border-Crossers

Our team brings together customer and business expertise, and combines creative and analytical skills.

We collaboratively develop answers with our clients, working as facilitators as well as experts.

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Bianca Athanasiou
Senior Consultant
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Anna Miley
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John Sills
Partner &
Managing Director
Edmund Bradbury
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Charlie Dawson
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Graham Allinson
Senior Consultant
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Charlie Sim
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Madeleine Ito
Senior Consultant
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Holly Marsh
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Senior Consultant
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Office Manager
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Sonia Stuart
Business Manager
The Foundation are hiring! We’re looking for positive, collaborative and ambitious candidates at Analyst level. If you're interested please submit a CV to

2nd Floor, 207 King's Cross Road, London WC1X 9DN

Get in touch