Personal Strategy: AB InBev

How to harmonise personal and organisational goals?

Coaching needs to direct, not just explore.


Stuart MacFarlane is one of the most successful leaders we have worked with. Rather than explain our work with him as a case history, we decided to let Stuart tell the story in his own words.

Purposeful Coaching

“I worked with Cambridge Strategy Centre during my first General Management position in Ireland. Their coaching and counsel guided me through a significant change program. Over two years we transformed the ‘all Ireland’ business on many different fronts, including Supply Chain, Customers, Costs, Marketing and Local Community Engagement.

By focusing all our change on People and Leadership the business returned to growth after six years’ decline. I have taken Cambridge Strategy Centre ‘earwigs’ with me everywhere throughout my career. Some things you never forget!”


Stuart is currently Zone President for Europe.