From providing strategic advice to some of the world's most recognised brands to building businesses of his own, Robin Cleland has spent 25 years exploring what makes companies succeed. He reflects on lessons learned, the importance of curiosity and why understanding people remains central to good strategy.

You have advised some of the world's best-known brands, yet maintained a relatively low profile. Why?

My work has largely focused on international clients, making it less visible in Malta. I have had the privilege of advising brands including Coca-Cola, Nutella, Ferrero Rocher, Kinder, Shiseido, Continental Tyres and Pfizer, alongside smaller and emerging businesses. Strategy work is often commercially sensitive and confidential.

Beyond the brands, I have been fortunate to work with exceptional people and learn from them. I enjoy the collaborative process of bringing different perspectives together to solve difficult problems. Helping management teams find clarity and confidence in their decisions is rewarding.

Did you always want to pursue a career in strategy consulting?

I was always interested in business, but unsure where I fitted in. I enjoyed both the creative and analytical sides, so did not fit neatly into a particular career path.

I studied a Bachelor of Commerce degree at the University of Malta because it offered a broad foundation while I explored my options. Management consulting appealed as a way of experiencing different industries before specialising.

During my MBA at Cambridge University, I discovered strategy consulting and realised it connected the dots. I had always been fascinated by why some brands succeed while others struggle, what influences customer choices and how companies create value.

Looking back, curiosity has been the common thread. It is why I have stayed in consulting rather than moving into industry. Every project is like changing jobs, with new businesses, markets, people and challenges. That variety excites me. Consulting can be demanding, but I am fortunate to have a very supportive family.

So, how would you describe what you actually do?

In essence, I am a strategic storyteller with data. Through 20/20 Strategy, we bring together pieces of a puzzle, drawing on market intelligence, customer insight, competitive analysis and business performance to see the bigger picture. We quantify opportunities, assess their attractiveness and help businesses determine where to focus, and how to compete.

We start with management decisions, working backwards to identify the questions that matter and the evidence needed to answer them. Companies rarely have perfect information. Data can be fragmented, contradictory or unavailable, yet decisions still need to be made. In Malta, primary research helps to fill gaps in customer understanding. Customer research often challenges what we think we know. It is a humbling reminder that good strategy starts with understanding people, not just analysing numbers.

What is the most common strategic mistake you see businesses making?

Trying to do too many things. Pursuing too many opportunities adds complexity, stretches resources, blurs priorities and can confuse customers.

My mantra is “fewer, bigger, better”. Focus on the opportunities that matter most, invest properly and execute them exceptionally well. The challenge is the discipline to say no. Good strategy is not simply about identifying opportunities, but making the right choices, at the right time.

What inspired you to co-found AYA (AskYourAudience.ai)?

When my business partner shared the idea behind AYA, I immediately recognised its potential. Businesses make customer-related decisions every day, yet traditional research is often practical only for larger projects because of the time and costs involved. AYA uses Human Digital Twins developed from in-depth interviews with real people, enabling businesses to explore customer perspectives through AI-powered focus groups and individual interviews, and obtain reliable feedback on ideas, products and advertising campaigns anytime, in minutes.

Our ambition is not to replace traditional research, but to make customer insight more accessible and part of everyday decision-making.

You have worked on international projects while remaining based in Malta. Has that presented challenges?

There are challenges to working internationally from a small island, but I have never seen it as a limitation. Being based in a small country encourages you to look outward. I have delivered projects across Europe, Asia and North America, working with businesses of different sizes and industries. Technology has made geography less of a barrier, but ultimately it is about mindset. Being based in a small country does not mean you have to think small.

What continues to motivate you?

I genuinely love what I do. One privilege of consulting is working alongside organisations at important moments in their journey. Seeing our work translate into real decisions and tangible business performance is particularly satisfying.

I am fortunate to work with a great team, collaborative partners and clients who continue to challenge me. I have recently started lecturing in Strategy, sharing my experience while continuing to learn from others. I am still driven by the same curiosity. There is always more to learn, different perspectives to explore and new challenges to embrace.