An ongoing advisory partnership for CEOs and ExCos.
The cost compounds quietly. Speed drops. Ownership diffuses. Execution stalls.
You cannot increase efficiency and innovation at the same time.
Over-optimised systems lose
Executive Performance Architecture corrects this imbalance.
When the architecture works:
We do not add more work or process, we just remove friction.
Selective. Mandated from the top. Measured in execution impact.
Used when
This is not a parallel track. It's how architecture for performance starts.
Applied systemic rigour
Minimal external leverage
Maximum internal ownership
Implementation begins in the room
We do not create dependency
An airport needed to reconstruct a terminal over five years while causing minimal disruption to passengers, luggage, planes, cargo and logistics — despite five major location shifts. The blueprint was developed in four days. Phase one was executed flawlessly. Each phase followed suit.
A new commercial strategy was urgently needed. In just two days, the CCO, COO, and their teams created value propositions. On day three, they validated them with their top five clients. The full ExCo aligned and signed off on day four.
A major Japanese pharmaceutical company was not getting traction on their strategy execution. In two days, the ExCo and C-1 broke silos and removed key roadblocks. Governance and annual rhythms were reset — this reduced the decisions escalated to the ExCo by 30% and empowered the wider organisation.
Data is critical. A worldwide standard had to be developed. Global FMCG and retail executives — often competitors — came together to design a shared taxonomy and roadmap. They did it in four days.
Works with senior leaders on decision systems and improving the quality of their interaction. When those two things succeed, results improve exponentially.
Two lenses: strategy and psychology, combined with creative problem-solving methodologies that enable breakthroughs in days rather than months or years. No "silver bullets" — just hard, enjoyable collaboration and real progress.
Trained by and works with thought leaders from Harvard and MIT. Trained as a psychotherapist because he found that your parents often have more influence on your business results than you do. His first mentor David Ogilvy called him "The Original Nosey Parker". His long collaboration with Prof. Amy Edmondson enables him to help organisations make fostering psychological safety, productive conflict and productive failure the norm.
Martijn Sjoorda
System2 is an advisory firm that works on strategy, behavioural science & complex problem solving. It started out in 2001. The firm has some fifty high calibre associates around the world. This ensures global delivery capability. System2 is proud to be a founding member of the Association of Value Webs, the global community of practice for creative complex problem solving.