The Step Change Blog

The latest thinking on business, strategy, marketing and sales

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Jeffrey Cooper and Ashton Bishop

Jeff Cooper

Jeff Cooper

Jeff Cooper was a Founding Partner of Step Change. He learned his most valuable lessons in strategic thinking by investing his own money. Since 2014, Jeff has been empowering businesses on their journey towards customer-centricity and has a particular passion for bringing the customer into the boardroom and blending that with his commercial nous. Jeff has worked with a number of major financial, aged care, and professional services institutions. He holds a handful of advisory positions to the Boards of organisations looking to continue their journey towards customer-centricity. He then left the business in 2019 to focus on his Board career.



Ashton Bishop

Ashton Bishop

Ashton Bishop is Australia’s Predatory Thinker — an expert in pinpointing how businesses can grow by outsmarting their competitors. His niche is in strategy, where he has spent the last 20 years working internationally on some of the world’s biggest brands. He’s a business owner and serial entrepreneur; challenging, sometimes even controversial; but always focused on what gets results.


Recent Posts

December 20, 2019

Customer-Centricity Is the New Governance Imperative

Business Strategy, Board

Customer-centricity used to be something that the marketing department was responsible for. But in the Age of the Customer, it needs to be at the heart of the business, which then ripples right through every department — from operations to marketing, sales, management, legal, and compliance.

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November 29, 2019

Is the Board Keeping an Eye on the Business Measures that Matter?

Business Strategy, Board

In a data-led world, businesses are now able to track more than ever before. But we find that they are falling in the trap of tracking too much. Members of the Board have forgotten that reports rarely advances their strategic position in the market, makes a customer happy, or generates profit. 

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July 15, 2019

Customer-Centricity and the Banking Royal Commission

Finance, Culture & Leadership, Financial Services, Customer Centricity, Transformation

In the past, customers often trusted banks on the basis of their scale, professionalism, and history. Today, customers are more likely to measure the trustworthiness of a bank based on their customer service and support. Customer-centricity is likely to be the key to winning over customers again.

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