Company Founder : Carl Williams

Based near Geneva, Switzerland, Carl draws on 35+ years of international business experience to help companies grow by excelling in value-based negotiation - driving revenue and building commercial capabilities that create competitive advantage.

He developed his negotiation expertise as a front-line dealmaker in global sports rights, where multi-million-dollar contracts and long, complex deal cycles were the norm. As VP of Sales & Marketing at ISL, he redefined FIFA and UEFA partnership programmes, driving 275% revenue growth in just four years and reshaping the industry's financial landscape.

Since then, he has built individual and organisational negotiation capabilities within multinational corporations and SMEs across various sectors, including medical devices, hearing healthcare, process management, chemical engineering, financial services, plastics, research, media, and timing. His client portfolio includes globally recognised brands and market leaders such as Emerson, IBM, Ipsos MORI, Johnson & Johnson, MasterCard, Sonova, Straumann, The Football Association, Trinseo and WS Audiology.

Throughout his career, Carl has led global initiatives, revitalised underperforming markets and executed commercial excellence strategies. His expertise spans high-value, complex B2B environments as well as B2C medical retail, where he has shaped and led high-performance teams.

Beyond the corporate world, Carl collaborates with educational institutions, fully leveraging his deep industry expertise and understanding of organisational dynamics to help students prepare for future careers.