Most companies build strategy from the outside in.
The strongest build from the Foundation up.
Grow like Amazon and Airbnb: Anthony led Amazon’s global marketing and creative agency during its most explosive growth period and oversaw media for Airbnb as it scaled through the pandemic. This workshop puts that rare insider experience to work for your team.
The session is entirely hands-on. Your team will build the same Foundations, Principles, Characteristics, and scalable mechanisms that powered two
of the most consequential growth stories of the last decade — adapted to your company, your market, your team.
• Reverse-engineer the growth systems behind Amazon and Airbnb for your business
• Build a set of principles and mechanisms your team can execute without you in the room
• Leave day one with a documented growth playbook, not just notes from a lecture
Full-day or multi-day formats tailored to your leadership team.
Post workshop, you’ll walk away with clear, tangible actions you can implement immediately. The day(s) are very hands-on; you will write and work, not just listen. You’ll understand that any company can build a growth engine. It is not a cult but rather a set of filters unique to your company, combined with scalable, repeatable processes. You’ll learn how to implement mechanisms for your company so you can grow year after year.
“Anthony is among the warmest and most approachable speakers I have met. He’s not there to sell; he’s there to inform and share. The workshops are eye-opening and practical.”
Piotr Rozanski, CMO, KFC, EU
Foundation Theory
Often a part of a larger initiative (ie, Quarterly Planning), the day is run like a typical Amazon offsite. Frugal, lean, and to-the-point. Anthony will complete significant pre-work to ensure the day and post-event are successful and that initiatives are implemented.
Most companies talk about values.
Very few build the structure that actually guides decisions.
The Foundation Theory is a leadership framework that aligns belief, behavior, and brand so organizations know who they are, and act like it when it matters.
Because companies rarely fail from lack of strategy or finances.
They fail from misalignment.
What Leaders Walk Away With
This workshop gives leadership teams a working structure to align culture, decision-making, and brand.
Participants leave with:
A defined Foundation that clearly articulates what the company stands for.
A set of operating Principles that guide decisions at every level of the organization.
Distinct Brand Characteristics that shape how the company behaves and communicates externally.
A shared leadership language that reduces misalignment and accelerates decision-making.
A durable framework leadership can use long after the workshop ends.
The result is a company that is clearer internally, stronger culturally, and more consistent externally.
Every event we host is designed with intention, from the atmosphere we create to the way each session flows.
01
Foundations
The Foundation defines who you are and what you believe.
It is the invisible core of the company: Foundations that anchor leadership decisions, culture, and direction.
Without a clear Foundation, companies drift. Strategy changes. Messaging changes. Leadership changes.
But the company never truly knows what it stands on.
02
Principles
Principles are beliefs in action.
They guide decisions when the stakes are real, choice is expensive, unpopular, or requires sacrificing short-term gain for long-term conviction.
Good Principles eliminate hesitation. Stop post-meeting hallway chatter.
They create alignment across leadership, teams, and time.
Think of them as the internal decision filters that companies like Amazon and Apple use to stay consistent.
Principles ensure that what the company says it believes is actually how it behaves.
03
Characteristics
Characteristics are how the company shows up to the world.
They shape tone, behavior, personality, and brand expression.
Humble Quiet.
Surprisingly Warm.
Provocative at all times.
Inward calm.
These characteristics become the outward signal of the deeper system beneath them.
When Foundation and Principles are clear, Characteristics become authentic — not manufactured.
