Webinar | Business transformation: A story of emergence in a sea of ambiguity

By Mark Threlfall

EPISODE 6: Business transformation: creating a development culture. A series of six webinars enabling you to reposition, reskill and reshape your organisation, for business success right now, and for future agility.

In the final webinar of our series on “Future proofing your business post-pandemic”, Mark Threlfall, Director of Cranfield Executive Development, rounded off all six episodes with a webinar on Business Transformation.



Mark Threlfall, Director, Cranfield Executive Development

Webinar: Business transformation: creating a development culture

Duration: 1 hour


He daringly used the journey of our own organisation as the case study. Telling a story of how we “flew the plane while building it” he wove this together with a range of business models and practices which had helped him embark on a radical transformation, during a challenging time. And that transformation is still happening, but now against the even more challenging backdrop of Covid-19.

Mark described three key phases for transformation: Initialisation, Planning, Enactment, giving hints, tips and tools for each phase. He also highlighted how each phase needs, crucially, to be underpinned by effective management of oneself. Because of the holistic nature of his chosen topic, the webinar contained many themes, which resonated with participants, in particular the courage required to – as Mark put it – “Be realistic without spooking the horses” and “Lift the lid and tune into what is happening, even when it is uncomfortable”.




About the Series

Organisations have been forced to implement new ways of working in the current pandemic. Employees are having to rapidly adjust and learn new skills. Many organisations are finding their values and culture are becoming prominent in the public eye.

Many organisations are fighting to survive. Others are also grappling with the question “How can we learn from this experience and ensure that we, and our workforce emerge from Covid-19 better placed to respond to the next crisis?

McKinsey & Company wrote an insightful article which contained six pragmatic steps to help organisations address aspects of this question.

This prompted us to create a series of six interconnected one-hour webinars, each one of which resonates with one of the six McKinsey steps, and draws upon our faculty expertise and experience to help you ensure your organisation survives and thrives post-Covid 19.

Featuring expert faculty and partner organisations share their thinking and ideas in interactive sessions designed to support your journey through this pandemic and beyond.


Episode 1: Discovering your strategy for thriving in a the new world
Professor Andrey Pavlov, Cranfield School of Management

Episode 2: Prospering post Covid-19 crisis: What leaders need to be and do
Paul Surridge, Principal Consultant, Mercuri Urval

Episode 3: Delivering customised learning in today’s virtual world
David Deegan, Graham Bell, Dr Imran Zawwar, Cranfield Executive Development

Episode 4: Innovation design thinking
Dr Imran Zawwar, Cranfield School of Management

Episode 5: Think big, act small
Stephen Carver, Cranfield School of Management

Episode 6: Business transformation: A story of emergence in a sea of ambiguity
Mark Threlfall, Cranfield School of Management



Prospering after the crisis: Surviving and thriving a new world order

In this e-book, and through our series of related webinars, our faculty and partners draw on their expertise and experience to offer practical advice on how business leaders can reposition,
reskill and reshape their organisations for business success right now as well as for future agility.

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Tags: strategy, organisational resilience, webinar