Idris takes a totally holistic and strategic view of marketing as a discipline. His approach is a trans-functional model that approaches strategy from the customer viewpoint to deeply understand what the underlying customer desires and complex behaviors mean for marketing and how to meet those needs. He believes that marketers can no longer think just functionally to formulate effective marketing strategies. More than ever, every functional decision impacts every other functional decision. Every decision made today has implications in the future. This systems view reflects the structural complexity as well as the dynamic complexity of the current hyper-competitive business environment.

He works with clients to develop and translate ideas into actionable strategies that they can take back to their organizations and implement them. He provokes important questions and facilitates conversations rather than developing documents and involves those who expected to implement to make key decisions.

He helps clients to tackle in what is often unfamiliar territory. To effectively deal with these challenges, they need know what viable options are available. Idris works with clients building different scenarios of these futures and each of these scenarios will generate valuable insights to help clients enrich their strategic marketing planning processes. His distinctive approach… cutting-edge tools and techniques….are totally result focused. His collaboration with clients often results in well-thought-out strategies that serve as the backbone for marketing programs that will take your business to the next level.