Swan Advisory Group  /  Why Swan

Experience without the complexity.

Practical experience.

Clear
thinking.

Meaningful change.

Swan was created from a simple belief. Businesses don’t need more theory, more layers or pre-packaged answers. They need experienced people who understand the realities of complex organizations and can help turn good thinking into practical change.

Our experience has been built inside businesses, leading strategy, technology, transformation, commercial growth and organizational change, and shaping the operating models that connect them.

We bring that experience to the challenges our clients face today, helping leaders see what matters, make informed decisions, and create change that delivers lasting value.

The people behind Swan

Robert Willis, Founder and Lead Consultant of Swan Advisory Group

Robert Willis

Founder & Lead Consultant

Rob founded Swan after a career spanning business and technology, working both inside organizations and as an advisor. His experience across strategy, technology, operating models and transformation showed him that meaningful change rarely sits within one function, and that commercial and customer thinking need to be connected to the decisions a business makes and how it operates. That belief has shaped Swan and the expertise we bring together today.

Over the years, Rob has worked alongside talented people who share the same desire to make a meaningful difference. Those relationships are an important part of how Swan works today.

We bring the right people at the right time, drawing on trusted specialists where their expertise can make the greatest difference. It means we shape the team around what the client needs, rather than imposing unnecessary layers.

Start with what is actually going on.

A short conversation is usually enough to tell whether we can help, and where the biggest difference would be.

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