Futurecurve was born in 2003 when its founders saw an opportunity to apply best practices around innovation and psychology to sales, marketing, business development and strategy. Cindy Barnes and Helen Blake are internationally recognised experts and speakers on value propositions and customer-centricity, and co-authors of the definitive best-selling book on value propositions.


We are led by an unshakable belief: that if we understand our rational, emotional and social interactions in business better, we will know our companies, ourselves, our employees, our customers and our suppliers better. This builds stronger relationships and better performance.

We believe that business is a force for good and that our approach can help business address the most important challenges of our time.


All our people passionately share these core beliefs.

We are run by former senior directors from global consulting, professional services and technology companies. Three things make us different:

  • Our blend of business, psychology and social science methods
  • The challenge we give to our clients' ways of thinking and seeing their world
  • A multi-lingual and multi-cultural network of over 120 business, psychology and social science consultants in 22 countries
Cindy Barnes

Cindy Barnes Chief Innovation Officer

Cindy is a business innovator and strategist. She founded Futurecurve after many years with Capgemini where she lead service development, sales, marketing, co-created new business units and was a client-side consultant.

She began her career in engineering running large scale unionised factories for Smiths Industries. She led R&D for Panavision where she developed a leading-edge technical product range which is still their most profitable range to date. 

Cindy has studied engineering, physics, operations management and psychology and is the co-author of Creating and Delivering your Value Proposition and Selling your Value Proposition. She is clinically qualified in Transactional Analysis, a member of the British Association of Counselling and Psychotherapy, the British Psychological Society and holds an MBA.

Follow Cindy on Twitter: @cindy_barnes or email: cindybarnes@futurecurve.com

Helen Blake

Helen Blake Chief Executive

Helen Blake is a strategist and B2B marketer. She spent over 20 years in senior positions for leading organisations including Accenture, Capgemini and KPMG, as well as creating growth strategies within new start-ups and mid-sized companies.

Helen's work at Accenture included Outsourcing, Financial Services and Ventures & Alliances. She was part of the founding management teams for Accenture joint venture companies such as Avanade (jv with Microsoft) and e-peopleserve (jv with BT), creating highly successful brand and go-to-market strategies for both companies.

She’s a pilot, is trained in Transactional Analysis and a member of the International Transactional Analysis Association, is an alumna of Stanford University Business School and is the co-author of the best-selling book Creating and Delivering your Value Proposition and Selling your Value Proposition.

Email: helenblake@futurecurve.com

Mark Otway

Mark Otway Chairman

Mark Otway had a thirty year career with Accenture and was a key individual in building their $2bn+ outsourcing business first by building the business in the UK, then by bringing the expertise gained to continental Europe and lastly by taking a global role in the leadership of the business.

Mark was directly involved in a number of ground-breaking BPO arrangements including BP Exploration F&A, the London Stock Exchange, Seeboard, New Holland Logistics and BP/Mobil. He has extensive experience of consulting, outsourcing and shared services both commercially and operationally, gained with major public and private sector organisations.

Mary Pasby

Mary Pasby Head of Research

AQR member

Mary is an insight and research guru. She has been a senior business-to-business marketer for over 25 years for leading firms including KPMG, Coopers & Lybrand, Ericsson and BT. She has worked with numerous sales and service teams, marketers and business developers on in-depth market research, customer satisfaction and business development projects, market and brand positioning, planning and sales forecasting, key account management, portfolio management and new product development.

Mary is trained in Transactional Analysis and is a member of the Association for Qualitative Research.

Suzi McGhee

Suzi McGhee Client Liaison & Programme Manager

Suzi McGhee manages the day-to-day relationships and programmes with our clients and, in particular, with our clients’ customers when a programme involves customer experience interviews.  Whether reporting, scheduling, or doing any of the numerous tasks required to keep a project on track, Suzi understands how to manage effective communication.

Having pursued a varied career path, Suzi has extensive experience in IT Implementation, support and training in media publications and as project manager in a web design agency. Suzi is qualified as a Behavioural Profiling Practitioner as well as having Transactional Analysis experience.

Tamara Howard

Dr Tamara Howard Lead Consultant

Tamara is our sales expert. She is a highly experienced management consultant, with more than 25 years in the IT and Consulting Services sectors. She specialises in helping leading organisations to define and sell value proposition solutions, with specific emphasis on consultative sales and complex, big-deal selling.

Tamara has held top positions in Capgemini, PA Consulting, and IBM and has lived and worked around the world.

A graduate of Harvard University, she holds a PhD and has been a Post-Doctoral Research Fellow and Lecturer at Tufts University.  

Julian Ferguson

Julian Ferguson Lead Consultant

Julian has over 20 years’ experience in marketing, marketing strategy, CRM and developing compelling intellectual capital.  He runs Futurecurve’s value proposition communications strategies for clients.

Julian has extensive experience at developing marketing programmes for large organisations, having started his career in advertising working with clients such as Microsoft, IBM and American Express for agencies Leo Burnett, Ogilvy & Mather.  He founded and sold a technology company and has held senior marketing roles at leading management consulting firms.

Ryan Coyne

Ryan Coyne Lead Consultant

Ryan Coyne has over 15 years experience in leading and supporting the commercial development of hypergrowth technology companies entering new markets. Prior to joining Futurecurve, Ryan worked for Enterprise Ireland (EI); the Irish Government trade development agency.

At Enterprise Ireland (EI), he led a team that expedited the market entry process of a portfolio of advanced technology entrepreneurs and SME’s exporting to the French market. EI is globally recognised as one of the most successful trade development agencies and is one of the largest venture capital investors in the EU. During his time at EI, Ryan’s focus was ICT (information and communications technology) and Cleantech. He played key role in the creation of an over €50 ML euro of incremental revenue and the creation of over 100 jobs at EI client companies exporting to the French market.

Ryan’s initial venture into the world of corporate technology was with Baltimore Technologies, a hypergrowth technology start-up that gained a dual listing on the LSE (FTSE 100) and Nasdaq stock exchanges. Ryan is passionate about advancing the growth trajectory of leading-edge technology companies and working closely with prominent tech entrepreneurs.

Jane Emmanuel

Jane Emmanuel Executive Coach and Coach Supervisor

Jane has 15 years’ experience as an executive coach helping senior individuals succeed through phases of transition, personal development and change.

Jane’s earlier career progressed through business development roles in the IT Services sector spanning recruitment, technology, systems integration and outsourcing. She held a director level key account role at Capgemini before retraining as a coach in 2002. 

As Senior Master Coach at Penna, for eight years she was responsible for quality and standards of their Executive Coaching practice and has embraced her own continual personal development with a passion for coaching professionalism, Transactional Analysis and neuroscience. 

Her style is described as warm and gentle yet powerfully strong and challenging, stimulating clients to step out of their comfort zone and enhance their awareness, behaviours and potential.

Jane’s areas of expertise include: Transition and promotion, Raising profile and shifting perceptions, Stakeholder engagement, Strengthening Emotional Intelligence, Building and managing resilience and Applying a coach approach to leadership.

Dominic John

Dominic John  Lead Consultant

Dominic has over 25 years’ experience across the banking industry, including retail banking and wealth management, with a focus on  customer experience, strategy and operation design, online and offline marketing, offering and proposition development, and channel strategy.

In addition to his extensive experience in developing numerous programmes for large financial services organisations, Dominic is a qualified Coach, a member of the Associate of Chartered Institute of Bankers and is a member of the Learning Advisory Board of the Chartered Institute of Marketing.

Alison Carter

Alison Carter Administrator

As Futurecurve’s administrator, Ali makes sure our office and all our administration systems run smoothly.  Her background is working in a coaching, development and training environment, so Ali is extremely adept at working with people with a variety of requirements.  This means she is great at ensuring that all our people, systems as well as our client management systems are all looked after highly effectively.

Ali is trained in Neuro-Linguistic Programming (NLP).

In addition to our core team we have business, psychology and social science researchers based in 22 countries.


Professor Neil Rackham

We are very proud to have Neil Rackham as a special advisor.

Neil is known throughout the world as a speaker, writer and seminal thinker on sales and marketing issues. Three of his books have been on the New York Times best seller list and his works have been translated into over 50 languages. He has been Chairman and CEO of three international research and consulting firms.

He first gained international recognition in the 1970s when he led the largest ever research study of successful selling and sales effectiveness. This massive project, supported by major multinationals including Xerox and IBM, involved a team of 30 researchers who studied 35,000 sales calls in over 20 countries. The research took 12 years at a cost, in today’s dollars, of $30 million. From the results of these studies he published the groundbreaking classic SPIN® Selling (McGraw-Hill, 1988) and Major Account Sales Strategy (McGraw-Hill, 1989). His books regularly rank among business best sellers, and SPIN® Selling is McGraw Hill’s best selling business book ever. He is author of over 50 influential articles on marketing, selling and channel strategy.

Neil has worked closely with many leading sales forces such as IBM, Xerox, AT&T and Citicorp. He has also worked extensively with senior partners in some of the world’s most successful professional services organizations including McKinsey & Company, where he was for many years a member of the Sales and Channel Management Group.

Neil has been an advisor on sales performance to several of the Fortune 100 largest companies in the United States. His other books include Managing Major Sales and Getting Partnering Right: How Market Leaders Are Creating Long-Term Competitive Advantage. More than half the Fortune 500 train their salespeople using sales models derived from his research. His recent book Rethinking The Sales Force has received wide acclaim from critics, academics and salespeople. It is required reading at many leading business schools.

Rosemary Napper

Rosemary is an internationally renowned speaker, teacher and consultant in Transactional Analysis. She is the only person qualified in each of the four disciplines of Transactional Analysis; psychotherapy, counselling, educational and organisational. Rosemary is based in Oxford, UK where she regularly lectures at Oxford University on Transactional Analysis.

She runs an institute providing in-depth learning and supervision for consultants, coaches and managers in using systemic Transactional Analysis as the underpinning frame of reference in their approach to their work.

She has written extensively on Transactional Analysis including a number of books. She wrote 'TACTICS' with Trudi Newton which considers how Transactional Analysis can inform the process of learning in adults. Her chapter in the 'Handbook on Coaching' published by Sage, looks profoundly at how roles are key to organisational issues. In her chapter in the book 'Lifescripts' published by Karnac, she provides a view of how the structures and dynamics of an organisation creates the culture which, in turn, significantly impacts the work and development of the whole system.

In her work as a consultant, Rosemary has worked across many sectors within the UK and internationally: for example with service sectors clients such as Virgin Trains and Barclays Bank; in the retail sector with Waitrose; in the public sector with the EU and local authorities; in the not-for-profit sector with many charities.

She was the president of the International Transactional Analysis Association. She is in demand for training in Transactional Analysis in many countries - working regularly in Brazil, Japan and India, as well as many European countries