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Barbara Arnst Advisory

Twenty-five years designing how companies work — from four sides of the table.

The practice

Most strategies don't fail at the strategy

They fail in how the company is organised to deliver them. What I do is help leaders reimagine their operating model — defining what "great" actually looks like here, and defining the principles that mobilise the organisation around it. And then building the capacity for that organisation to keep transforming, long after I have gone.

At Telenet I led a company-wide operating model transformation, and then stayed to make the new way of working actually run. What carries over isn't the telco insights. It's that the operating model has to move before the technology can, and that someone has to stay in the room long enough to land it.

That second half is where most transformations fail. Most people who can design a new way of operating can't land it; most who can land it can't design it. I do both. 

And that gap is opening in every company at once, as AI moves out of pilots and into how the work actually gets done. I set up this practice to help companies close that gap.

I bring scepticism, realism and some humour — and you can count on me for a candid opinion, including when it isn't the one you were hoping for.
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Strategist, Investor, Operator, Transformation
How I work
MANDATES

Board seats

Non-executive board member at Silverflow (fintech) and CAW Halle-Vilvoorde (social services).

In the boardroom I test whether the strategy can actually be executed: the operating model behind the plan, the realism of the AI ambition, and whether the change that was announced is actually happening. Having led such change from the inside, I know where it usually fails - and what it takes to get the new way of working running and the old one stopped.

Accreditions via INSEAD In-Board and VLERICK Chapter Zero.
Member of Women on Board, Guberna and Board Companions

Evidence, not just experience

Twenty-five years of pattern recognition is worth a lot, but it is still one person's experience. Working through academic research is what keeps me honest about which patterns actually hold and which ones I have simply seen twice.

So I went back to Vlerick where I completed the taught stage of a doctorate on the topic of self-managing organisation models, the subject I work in. I wanted the research rather than the title, so I stopped there but stay active in that academic community.

Before business school I studied Chinese. Time spent inside a completely different way of organising the world is a good way to learn that the way your company is organised is a choice, not a fact.

next step

Let's talk

Tell me what you're trying to change and we'll work out whether I can help, and how.

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