NEIL PERKIN
AUTHOR, KEYNOTE SPEAKER, AI STRATEGIST, FACILITATOR
‘Change is the process by which the future invades our lives’
Alvin Toffler
Hi. I'm Neil Perkin, founder of Only Dead Fish, a consultancy focused on AI strategy, transformation and leadership.
I help organisations figure out how to apply AI strategically, not just tactically. That means working with leadership teams on everything from where to start with AI, to how it changes the way teams work, how to preserve the human expertise that matters most, and how to build the adaptive culture needed to make transformation stick. My work spans keynote speaking, workshop design and facilitation, training programme development, and hands-on strategic consultancy.
I've written three books through Kogan Page on the intersection of transformation, agility and leadership: Building The Agile Business, Agile Transformation (both now in second edition) and Agile Marketing. I curate the Firestarters thought leadership series on behalf of Google, and I design and deliver AI programmes for the IPA.
My clients include Google, AstraZeneca, Lloyds Banking Group, Diageo, BBC, the NHS, Imperial College London, and leading agencies including Omnicom and Saatchi & Saatchi. I was named by BIMA as one of the most influential people in the UK digital industry two years running, and by SAGE as a Top 100 Global Business Influencer.
My Books
I believe that the pace of technological change requires us to fundamentally rethink the way our organisations operate. There is plenty of material that focuses on the why of transformation but very little that sets out the how. That's what my books are about. A new organisational operating system for a world that won't sit still.
First published in 2017, Building the Agile Business Through Digital Transformation is a comprehensive guide to transforming organisations to be fit-for-purpose for the digital-enabled world.
Now on its second edition, this book defines a roadmap for digital transformation setting out the key principles, strategies and tools that leaders can use to create lasting change. It describes how businesses can reach a new level of agility from combining three critical factors, expressed in this formula: AGILITY = FAST x FOCUSED x FLEXIBLE.
‘An outstandingly researched guide that anyone can use to lead their own transformation’
Bruce daisley, vp emea, twitter
‘A must-read for modern leadership’
Scott Brinker, Author, Hacking Marketing
Published in 2019, Agile Transformation: Structures, Processes and Mindsets for the Digital Age goes deeper into how new approaches to organisational design, operations and culture can catalyse far greater responsiveness and apply agile principles at scale.
Agile Transformation sets out a blueprint for a different type of organisation which itself is characterised by continuous change and adaptability. It provides a roadmap for reinventing organisational structures, strategies, operations, leadership and culture to succeed in the digital age. Packed full of practical advice, this book covers everything from why new operating models are needed, how to apply agile principles at scale, leverage digital-native processes and why change leaders need to think big but start small.
‘An inspiring and practical guide to the why, what and how of transforming businesses to meet the challenges and opportunities of digital disruption’
judy gibbons, chairman, which?
‘Packed full of amazing insights, case studies and practical examples for implementing agile transformation across any organisation’
Duncan hammond, Vp of transformation, warner music group
Published in 2022, Agile Marketing: Unlock Adaptive and Data-driven Marketing for Long-term Success is the definitive guide to redesigning marketing structures, processes and culture, to be fit for purpose in today's changeable environment. It contains a comprehensive recipe for transforming your marketing by applying agile principles at scale and overcoming mindset and culture challenges to enable greater efficiency and quicker response times. This book covers how to put data at the heart of agility and performance, how to empower fast-moving teams and decisions, and how to catalyse a culture of collaboration and learning in marketing strategy and execution.
'This book is packed full of amazing insights and pragmatic advice for marketers who are looking to transform the way that their team works. Essential reading.'
Fiona Spooner, Managing Director, Consumer Revenue, Financial Times
‘In the modern flux of culture, marketing can be confusing, for brands, agencies and customers. Neil has written the essential playbook for shaping your marketing organization to be as agile as culture requires.’
Faris Yakob, Author Paid Attention: Innovative Advertising for a Digital World
Agility is now the essential operating system for every marketing team and this book is full of actionable insights, and a must-read tool-kit for agile marketing transformation
Bart Quinton-Smith, Director of Digital Marketing and CRM, TUI
Neil Perkin - Speaking
I'm a regular keynote speaker on AI transformation, organisational agility, critical thinking and leadership in the age of AI. My talks draw on themes from my three books and over a decade of working with leadership teams navigating technological change.
I've spoken at conferences including the Google Partner Summit, CIPD Change Management Conference, BAM Marketing Congress Brussels, AdWeek Europe, Best of Breed Conference, and Brand Week Istanbul, alongside in-company keynotes and leadership events for organisations including Diageo, BBC, IBM, Publicis, DeLonghi, Unilever, and VCCP.
'Neil gave a fantastically engaging and thought-provoking talk on Agile Transformation and Organisational Culture at FEST. His insights were not only well articulated, but his delivery was inspiring and memorable'
Daniela Arevalo, Organiser, FEST Conference
Some of my most in-demand speaking topics include:
AI Transformation: What Everyone Gets Wrong About Change — Most organisations approach AI the same way they approached earlier waves of technology: they bolt it onto existing ways of working and hope for the best. This talk draws on lessons from historical innovation to show why that instinct fails, what genuine AI transformation looks like, and how leaders can build momentum for lasting change without falling into the trap of optimising the old with the new.
Critical Thinking in the Age of AI — As AI takes on more of the analytical and generative work that professionals used to do, the skills that matter most are shifting. This talk explores the growing importance of judgement, questioning, and intellectual rigour in a world where it's increasingly easy to outsource your thinking. It covers the risks of cognitive outsourcing, how to preserve the expertise that machines can't replicate, and why the organisations that think most critically about AI will be the ones that benefit most from it.
Organisational Agility: Building Businesses That Can Adapt — It's not enough to be fast. True agility is founded in responsiveness, learning, and the ability to shift direction without losing momentum. This talk covers the structures, processes and culture that enable organisations to thrive in an environment of continuous change, drawing on research and case studies from my books on agile transformation.
AI Marketing Transformation — AI is reshaping how marketing teams work, make decisions, and deliver results. But the biggest opportunity isn't in automating what you already do. It's in rethinking how marketing is structured and executed to take full advantage of what AI makes possible. This talk covers the practical steps for redesigning marketing capability, from team structures and workflows to strategy and measurement, for the AI era.
How Small Teams Drive Big Change — Innovation and transformation rarely come from the centre. This talk focuses on the role of small, empowered, multi-disciplinary teams in driving organisational change, making faster decisions, and creating a culture where experimentation and learning are the norm rather than the exception.
All talks can be customised to sector, audience, or specific organisational context. I also design and facilitate half-day and full-day workshops on these themes for leadership teams and wider organisations. I carbon offset all of my international travel in order to minimise my impact on the environment.