Peter Franklin

Peter Franklin has had a management career in the energy industry for 20 years prior to moving into consulting in 1999. Over this time he had the good fortune to be introduced to Pyramid Thinking and the suite of approaches offered by Compelling Propositions to support the creation of compelling strategies.

Peter is an expert practitioner in all of the Compelling Proposition approaches. He is a strong advocate of the disciplines of Pyramid Thinking and Value Mapping. Together with Tas Tasgal (see below) he has recently moved this on to a higher level through the development of System3Thinking which combines the logic pull of Pyramid Thinking with the emotional pull of Storytelling.

Over the last 14 years he has both deployed these approaches time and time again with clients and indeed has trained many of them.

He is the founder of Compelling Propositions whose aim is to share the power of the thinking and the strategic consulting approaches he has found so valuable in his career with the broader community in both the private and public sectors, enterprises and consultancies, and in academia.

He has trained organisations across a broad range of sectors including:

  • Strategy and Implementation consulting

  • Engineering consulting

  • Energy and Utilities

  • Banking

  • Pharmaceuticals

  • Public sector

Given his work in the Energy and Utilities sector over the past 30 years he is also known as an expert in that field. More information on his work in the energy arena can be found at 

Tas Tasgal

Tas is a Man of Many Lanyards

Tas is a highly experienced trainer and is a Course Director for the Chartered institute of Marketing and the Market Research Society, running courses on Storytelling, Behavioural Economics, Insightment and Creative Briefing amongst others. 


He is an Associate Lecturer at London College of Communications, Bucks New University, Nottingham Trent and Beijing Normal Universities.

He is also a long term Ad Agency planner/Strategist and still freelances with several ad agencies and clients. 

To complete the set, Tas is a trustee of the Phoenix, the oldest cinema in the UK.

Tas also speaks regularly at conferences, most recently in Chicago, Shanghai, Hong Kong as well as many in the UK.

He is the author of The Storytelling Book, (October 2015), a guide to using storytelling techniques to improve presentations and communication. 

At launch, it reached no. 3 in the WH Smith Business Book chart in the UK, was featured in Foyle's and Waterstones and The Tate Modern bookshop, and is already into a third print run.. The book was CIM’s book of the month in December 2015 and was Runner Up for Marketing Book of the Year award.


Tas and Peter are the co-creators of System3Thinking taking the Science and Art of Persuasion to the next level.

Ian Campbell

Experienced busienss developer in the Energy and Utilties arena, and consultant/trainer in strategic thinking techniques

Ian has over 35 years of experience working within the customer and supplier domains of the Energy & Utilities Sector with a strong track record in Business Development, Consulting, and Programme Management.

Ian has held a number of senior business development roles within Software and Services companies operating in the UK Utility Sector; including Amdahl, Gas Solutions, DMR Consulting and Fujitsu Services. Most recently Ian was Business Development Director for Ferranti Computer Systems where he grew Ferranti’s UK Revenues tenfold over a period of six years. During his time at Ferranti, Ian was responsible for the UK Business Plan in terms of growth, partner strategy and market positioning and established UK Partnerships with CGI, Accenture-Avanade, TCS, Wipro, Infosys and Utiligroup.

In these roles Ian has utilised a number of strategic thinking disciplines such as Pyramid Thinking and Strategic Landscape mapping. Ian and Peter have together delivered a multitude of market propositions using Pyramid Thinking principles and have also together delivered a number of Pyramid Thinking training courses.

“Ian's experience of the UK market has proved invaluable in bringing Ferranti into the UK Market in Energy & Water” - Mark Hurcomb, Chief Commercial Officer - Ferranti Computer Systems

Prior to this Working Ian worked at British Gas throughout market liberalisation in the 1980s and 1990s, he managed the implementation of the IT Strategy for De-Regulation and Competition; including a number of major business change programmes exploiting the use of new technologies to support the company’s Customer Relationship Strategy. Key programmes included the Development of a Customer Information System, Billing Strategy, Data Warehouse, Call Centre Rationalisation and an Integrated Sales System.

Ian’s business development experience includes consultative selling, account management, offering development, campaign planning and bid management covering areas such as Offshore Development Projects, ERP based Software Sales (On-Premise and “as a Service”), SI Programmes and Consultancy. His offering development experience includes sector specific offerings in the areas of Debt Management, Nuclear Materials Accounting, Smart Metering and Software as a Service.

Ian’s consulting experience includes IT Strategy Development, Industry Deregulation, Portfolio Management, Benefits Realisation and Customer Relationship Management. Ian is a Co-author of Fujitsu’s book on Customer Relationship Management “The Relationship-Based Enterprise”, published by McGraw Hill and has published numerous articles on Energy & Utility Issues.


Ian has a particular interest in the development of IOT technologies within the Energy and Utilities Market and currently chairs the EUA Smart, Connected Homes and Buildings Group.

Ian's extensive personal network includes CXOs, Consultants, SIs working within the UK Energy and Water Markets. He is also an active member of the Energy Industries Club, The Worshipful Company of Fuellers and the Energy & Utility Forum

David Jefferson

David Jefferson has been an enthusiastic promoter of Barbara Minto’s Pyramid principle starting on the third day of her brilliant course delivered to Unilever managers. During day one he didn’t ‘get it’ at all, but as he says, ‘When the light goes on, there is no turning back. The Pyramid lessons have driven my approach to everything I’ve written since that day, and I’ve helped others to learn it too.’

For anyone who regards himself as a rational thinker, understands statistics and probability, uses data analysis and modelling to uncover innovative solutions to clients’ problems, believes fervently that change management is about people, and writes what he believes to be scientifically sound reports, the Pyramid Principle comes as a bit of a shock. David is an engineer and management consultant, but has also been IT Director of a major engineering firm and Managing Director of a software company so he has experienced the ‘advice process’ from both sides of the table.

The Pyramid Principle brought about a fundamental change of direction in his understanding of how to communicate complex ideas that require management action and have substantial commercial impact. With David’s help you will understand.

If you are looking to become a more effective communicator; the first principle of the method is to recognise that the logic by which you reach your conclusions is a kind of path that may be ‘scientifically sound’, is probably intuitively pleasing to your mind, but possibly uniquely so. Accept that if other minds work differently they need to follow different paths (with your help as author) so that when they see the conclusion they so completely believe it that they take action.

The Pyramid Principle is the toolkit that helps you construct those paths and get that commitment. It’s difficult to make this transition sitting ‘by the fire’ reading the book. Why? Because you need collegial, tutorial and experiential support to give up your ‘old ways’ and authentically apply the new. It takes the interactive classroom-based approach designed by Compelling Propositions. We hope you’ll join us.

Barry Tuckwood

Barry is an accomplished trainer, author, and consultant, as well as having a wealth of experience in engineering management.

Across his training, authoring, and consulting roles he is a firm advocate of the need for a structured approach to the written word in all its forms, making Pyramid Thinking a natural part of his work supporting students, writing his articles, and delivering consultancy services in strategy, projects, and change management.

  • As a trainer he has been a tutor for Durham Business School on their MBA and MA programmes working with students worldwide since 1994

  • As a trainer and consultant he has facilitated workshops and delivered presentations at events throughout the UK in sectors including local and national government, banking and healthcare.

  • As an author Barry has been published in the fields of strategy, project, and change management

  • As a consultant since 1989 Barry works across both the public and private sectors focusing on projects and programme management ensuring that these are aligned with strategy and encompass beneficial change

  • As a manager Barry brings with him 20 years’ experience in engineering management gained in both the UK and Saudi Arabia. 

Being an experienced user and advocate of Pyramid Thinking, tutor, and strategy consultant Barry is extremely well suited to assist you in taking the compelling propositions toolkit on board. 

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(Pyramid Thinking Plus)

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