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Better Call Paul
Better Call Paul


YOUR THINKING PARTNER


(CHIEF STRATEGY OFFICER FOR LEADERS AND EXPERTS)


WHO IS THIS FOR? YOU, IF YOU'RE A FOUNDER, BUSINESS OWNER OR C-SUITE EXECUTIVE
WITH SOMETHING COMPLEX ON YOUR MIND. FOR TEAMS, HIT THE ADVISORY BUTTON.


IMPACT AND OUTCOMES FOCUSED.


A


HELPING A GLOBAL CONSULTING FIRM WIN STRATEGIC LARGE-SCALE TRANSFORMATION DEALS
WHILE WORKING CLOSELY WITH THE COE, BID TEAMS AND FIRM LEADERSHIP, I.E.
PARTNERS, SMES, AND COACHES, BY LEADING CREATIVE STRATEGY FOCUSED ON THE BUYING
EXPERIENCE — RESULTING IN THE FIRM SHOWING UP DIFFERENTLY AND COMMUNICATING IN
OUTCOMES AND THE VOICE OF THE CLIENT.


B


LEADING DIGITAL TRANSFORMATION FOR A FAST-GROWING PRIVATE MEMBERSHIP NETWORK
FOCUSED ON CONNECTING AND SUPPORTING WOMEN LEADERS, INCLUDING END-TO-END PRODUCT
STRATEGY, LAUNCHING A NEW DIGITAL PLATFORM, AND MODERNIZING THE BRAND TO
ENCOURAGE ONLINE COMMUNITY ENGAGEMENT AND RENEWALS.


C


TELLING A STORY WITH BRAND STRATEGY, ARCHITECTURE, IDENTITY, AND DIGITAL
PRESENCE FOR ONE OF INDIA’S LEADING BUSINESS HOUSES WITH AMBITIOUS EXPANSION
PLANS. FROM EXTENSIVE QUALITATIVE AND QUANTITATIVE RESEARCH STUDIES AND
INTERVIEWS WITH POLICY-MAKERS TO INTERNAL EMPLOYEE ENGAGEMENT PROGRAMS, THE NEW
BRAND ROLLOUT HELPED COMMUNICATE THE GROUP’S FOOTPRINT ELEVATING THEM TO A
NATIONAL STAGE.


WHO IS PAUL SYNG? OVER TWO DECADES, FROM RUNNING A BRAND CONSULTING AGENCY,
LEADING LARGE-SCALE BUSINESS TRANSFORMATIONS, CREATING MUSIC FESTIVALS, BEING
AWARDED TOP 30 UNDER 30, HELPING CLIENTS CLOSE OVER $2 BILLION IN TOP-LINE
SALES, TO FAILING AT A STARTUP AND WRITING FOR GQ — PAUL HAS HELPED
PROFESSIONALS, EXPERTS, FOUNDERS AND BUSINESS OWNERS LIKE YOURSELF SIMPLIFY AND
COMMUNICATE COMPLEX IDEAS IN A MEANINGFUL WAY, CONTEXTUALLY RELEVANT AND
OUTCOMES FOCUSED. SIMPLY PUT, PAUL MAKES 'IT' HUMAN.

Linkedin


PAUL CAN HELP IF


YOU ARE LOOKING FOR SOMEONE WITH THE ABILITY TO CONNECT THE DOTS BETWEEN WHAT
YOU DO, WHAT YOUR DEPARTMENTS DOES, WHAT YOUR COMPANY OFFERS AND WHAT YOUR
CUSTOMERS CARE ABOUT AND HOW THAT AFFECTS YOUR BONUS, YOUR COMPANY'S BOTTOM-LINE
AND VALUATION. CHA-CHING!


YOU ARE LEADING A BID TEAM THROUGH A COMPLEX MULTI-YEAR, MULTI-MILLION DOLLAR
DEAL AND NEED HELP SHOWING UP DIFFERENTLY BY TELLING AN OUTCOMES-FOCUSED STORY
IN THE CLIENT'S LANGUAGE. NOBODY CARES ABOUT YOUR POWERPOINT SLIDES.


YOU ARE BUILDING A CREDIT RISK ANALYTICS PRODUCT OR 'INSERT A COMPLEX B2B SASS
PRODUCT' AND NEED HELP GOING TO MARKET, FIGURING OUT THE VALUE PROP,
COMMUNICATION FOR STAKEHOLDERS (EXECUTIVES, DIRECTORS, MANAGERS AND SO ON) AND
DEVELOPING COLLATERAL AND ARTIFACTS BASED ON A WELL-THOUGHT-OUT STORY. HINT: A
HANDWRITTEN NOTE FROM YOUR CEO ISN'T THE ANSWER.


YOU ARE BUILDING A LEARNING PLATFORM AND NEED HELP THINKING THROUGH THE USER
JOURNEY AND GETTING INTO USERS' MINDS. THAT MEANS, LISTENING FOR THEMES AND
IDEAS NOT BEING SAID OUT LOUD. UNDERSTAND THE BROADER SENTIMENT, AND BRING
DISPARATE DATA POINTS TOGETHER INTO A DELIGHTFUL EXPERIENCE. INSTEAD OF DESIGN
THINKING WE'LL DO DESIGN DOING.


YOU ARE A BUSINESS OWNER LOOKING TO BUILD AN IN-HOUSE CREATIVE DEPARTMENT AND
NEED HELP GETTING IT UP AND RUNNING. SOUP TO NUTS.


YOU ARE AN EXECUTIVE WHO NEEDS HELP COMMUNICATING A COMPLEX IDEA SIMPLY. THIS
COULD MANIFEST INTO WORDS, A VIDEO, A SLIDE, A GRAPHIC, AN EDITABLE TOOL OR A
TALK.


YOU ARE A FOUNDER LOOKING FOR HELP ON 0 TO 1 EFFORTS. FINDING PRODUCT MARKET FIT
AND HELP WITH A PITCH DECK TO RAISE MONEY INCLUDED.


YOU ARE A FULL-FUNDED STARTUP LOOKING FOR HELP TO GO TO THE NEXT STAGE. FROM
FINDING NEW REVENUE, TIGHTENING THAT BUSINESS MODEL OR CAPTURING AN AUDIENCE TO
FINDING THE RIGHT TECHNOLOGY AND AUTOMATION TOOLS, ALL BASES COVERED.


WE'RE NOT GOING TO BE A GOOD FIT IF


YOU ARE NOT THE DECISION MAKER.


YOU THINK PLANNING IS STRATEGY.


YOU WANT TO COPY APPLE AND THINK CREATIVITY IS BASICALLY AESTHETIC.


YOU HAVE ALL THE ANSWERS AND DON'T LIKE INQUIRY OR ANY FORM OF QUESTIONING.


YOU HAVE A BOX AND WANT TO PUT SOMEONE IN IT.


YOU LOVE MENTAL MASTURBATION THAT COMES WITH OVERTHINKING AND OVERCOMPLICATING
SHIT WITH USELESS PROCESSES AND FRAMEWORKS.


YOU LIKE SPEAKING IN TECHNOBABBLE AND THINK JARGON MAKES YOU LOOK SMART. NO
EGOS, PLEASE.


YOU'RE LOOKING FOR AN ORDER TAKER. NO, WE'RE NOT MAKING THE LOGO BIGGER.


YOU ARE TRYING TO FIGURE OUT MY NICHE. NICHES ARE FOR ANTS.


YOU FEEL THIS WEBSITE HAS TOO MUCH COPY AND THAT NOBODY READS ANYMORE.


YOU'VE GOT HEARD MENTALITY. THE URGE TO CONFORM VS STAND OUT.


YOU THINK IN EXECUTION VS WELL THOUGHT OUT IDEAS.


YOU LIKE SMOKE BLOWN UP YOUR ASS AND AVOID STRAIGHT TALK.


YOU SPENT THE WEEKEND OBSESSING OVER FONTS VS THE STORY AND MESSAGES OF YOUR
PROPOSAL OR PITCH DECK.


YOU'RE THAT ANNOYING JUDGY TYPE OF PERSON WHO'LL USE ONE GRAMMATICAL OR SEPLLING
ERROR TO DISQUALIFY SOMEONE.


YOU NEED TO SEE A PORTFOLIO OF COMFORTING LIES TO HIRE ME.


STRATEGY


WHAT HAPPENS WHEN YOU BOOK A STRATEGY CALL? YOU SHARE A THOUGHT, TOPIC, THEME,
SITUATION OR CHALLENGE. I ASK POINTED QUESTIONS AND LISTEN. TOGETHER, WE'LL DIVE
DEEPER (WHITEBOARDING, FIGURATIVELY OR LITERALLY) TO HELP YOU UNDERSTAND YOUR
PROBLEM BETTER AND POTENTIALLY FIND A SOLUTION. SIMPLE, RIGHT? IT'S
QUASI-PROFESSIONALLY ASSISTED PROBLEM DISSECTION. ALSO, NOT A SHRINK.

Better Call Paul


FRACTIONAL CREATIVE LEADERSHIP (ADVISORY) IS AVAILABLE FOR TEAMS. GO


WHAT MAKES YOU QUALIFIED TO SOLVE MY COMPLEX PROBLEM, YOU ASK? MY CURIOSITY-LED
PROBLEM-SEEKING APPROACH IS DESIGNED TO HELP YOU GET OUT OF YOUR OWN WAY — TO
HELP YOU SEE YOUR OWN ANSWERS CLEARLY. I DON'T PRETEND TO HAVE THE SOLUTION.
DON'T TAKE MY WORD FOR IT. JUST READ WHAT PEOPLE LIKE YOURSELF HAVE TO SAY IN
THE TESTIMONIALS BELOW AND MAKE UP YOUR OWN MIND.


WHAT OTHERS, LIKE YOURSELF, HAVE TO SAY.


CREATIVE STRATEGY


"WHAT I LIKE BEST ABOUT WORKING WITH PAUL IS THAT HE DOEST APPLY HIS OWN
PERSONAL VISION, HE SEEKS TO CLARIFY THE CLIENT’S (MY) VISION, LISTENING AND
LOOKING AT CHALLENGES FROM DIFFERENT ANGLES BRINGING A FRESH PERSPECTIVE AND
FOCUS. PAUL DOESN’T JUST ADVISE, HE ELEVATES."

RYAN JAMES TERRY
ILLUSTRATOR & GRAPHIC RECORDER



FCL


"YOU THINK YOU KNOW WHAT ACTIVE LISTENING IS UNTIL YOU WORK WITH PAUL. HIS
APPROACHABLE AND SELF-DEPRECATING STYLE OF COMMUNICATION MAKES HIM ONE OF THE
EASIEST PEOPLE TO HAVE A MEANINGFUL CONVERSATION WITH. DON'T BE FOOLED BY THE
CASUAL NATURE OF HIS CURIOSITY - HE WANTS YOU TO JUST TALK BECAUSE THAT'S
ULTIMATELY WHERE THE SOLUTION LIES. PAUL CAN SIT IN A ROOM WITH EXPERTS FROM ALL
MANNER OF PROFESSIONS ACROSS A MULTITUDE OF INDUSTRIES AND FACILITATE CREATIVE
PROBLEM SOLVING BECAUSE AT HIS CORE HE IS A FACILITATOR. WORKING WITH HIM HAS
BEEN A GAME CHANGER IN MY OWN APPROACH TO DISCOVERY AND I'M A BIG BELIEVER IN
HIS METHODOLOGY. WORK WITH PAUL. THAT'S IT."

NOOR MALIK
DIRECTOR DIGITAL, MOSAIC NORTH AMERICA



FCL


"YOU KNOW, IF SOMEONE ASKED ME TO DESCRIBE PAUL IN ONE WORD, I'D PROBABLY CHEAT
AND USE TWO – 'BUSINESS WHISPERER'. HIS INTEGRATED THINKING KNEADS OUT THE KNOTS
IN YOUR COMPLEX IDEAS. HIS KNACK FOR TRANSFORMING BLAND TECHNICAL
JARGON-INFESTED MESSAGES INTO SIMPLE COHESIVE STORIES THAT SURPRISE AND DELIGHT,
AND RESONATE WITH CLIENTS, TRULY DEMONSTRATES HIS HUMAN-CENTRIC APPROACH. HE
SKILLFULLY TIES TOGETHER BUSINESS VALUE & OUTCOMES, WHAT STAKEHOLDERS CARE
ABOUT, AND A BRAND-LED STORY, CREATING A STRATEGY THAT IS COHESIVE, CONSISTENT,
AND POWERFUL. ALSO, PAUL'S FUN TO WORK WITH."

DEANNA ANDERSEN
MANAGING DIRECTOR, PARTNER (ACCENTURE)


FCL


"HE CAN DESIGN... BUT ISN’T WHAT YOU CALL A TYPICAL DESIGNER... YES, HE CAN
WRITE, BUT ISN’T A TYPICAL WRITER, AND YES, HE HELPS DEVELOP STRATEGIES BUT
ISN’T A TYPICAL STRATEGIST. HE IS A SWISS ARMY KNIFE OF MANY SKILLS BUT DOESN’T
EASILY FIT INTO OUR TYPICAL TOOL BOX.

WHAT HE DOES DO IS TAKE THE COMPLICATED AND HELP MAKE IT SIMPLE AND DIGESTIBLE
FOR THE INTENDED AUDIENCE. START TO THINK OF PAUL AS AN OPTION TO HELP BECOME A
BRIDGE BETWEEN DEPARTMENTS. HE CAN EITHER HELP BE THE BRIDGE BETWEEN THE COMPLEX
AND THE CREATIVES/DESIGNERS OR HELP BE THE BRIDGE BETWEEN ACCOUNT AND STRATEGY
TO BUILD THE BRIEFS OR COMMS PLAN."

SUBTEJ NIJJAR
CHIEF STRATEGY OFFICER, COSSETTE
(X–PRESIDENT, MOSAIC NORTH AMERICA)


BUSINESS STRATEGY


"AS A FOUNDER, YOUR TEAM IS OFTEN LOOKING AT YOU TO HAVE ALL THE ANSWERS.
BECOMING COMFORTABLE WITH THE DISCOMFORT OF NOT HAVING ALL THE ANSWERS IS ONE OF
THE MANY LEARNINGS I’VE STUMBLED UPON DURING MY LISTENING SESSIONS WITH PAUL.
BEYOND HIS PROFESSIONAL CREDENTIALS, PAUL HAS AN IN-DEPTH UNDERSTANDING OF
HUMANS, WHETHER THEY’RE IN A 4 PERSON LEAN STARTUP TEAM OR A MULTI-ORG.,
MULTI-FACETED STAKEHOLDER ENVIRONMENT OF WEB3. DO YOURSELF A FAVOUR AND JUST LET
PAUL ASK YOU THE QUESTIONS, YOU DIDN’T EVEN KNOW YOU HAD TO CONSIDER."

PREET ARJUN SINGH
FOUNDER, DESIGNX COMMUNITY



STRATEGY


"MY PROFESSIONAL ENGAGEMENT, WITH PAUL, BEGAN THROUGH A LISTENING SESSION
UNCOVERING KEY LEARNINGS FROM MY BACKSTORY. IT WAS VERY HELPFUL TO TAKE A STEP
BACK, PAUSE AND THINK ABOUT WHAT I WOULD LIKE TO ACHIEVE IN MY CAREER IN THE
NEXT PHASE. FAST FORWARD ONE YEAR, IN MY CURRENT ROLE AS AN EXECUTIVE AT A LARGE
CANADIAN FINANCIAL INSTITUTION, PAUL WORKS WITH ME ON HOW TO THINK DIFFERENTLY
AS A LEADER AND WHAT AREAS TO FOCUS ON TO BE SUCCESSFUL. PAUL IS A HIGH
INTELLIGENCE, CURIOUS PROFESSIONAL WITH EXCELLENT PROBLEM-SOLVING CAPABILITY."

KARAN PURI
AVP & HEAD OF PRODUCT, TD BANK


FCL


"I CAN'T HELP BUT CHUCKLE WHEN I MENTION, 'OH, YOU WORKED WITH PAUL?' HIS
DISTINCTIVE STYLE AND HOW HE EFFORTLESSLY CAPTURES THE ESSENCE OF ANY PROJECT HE
UNDERTAKES TRANSCENDS MERE QUANTIFICATION. PAUL POSSESSES AN INNATE ABILITY TO
FORGE A PROFOUND CONNECTION BETWEEN THE AUDIENCE AND THE CONTENT—A SKILL THAT
BORDERS ON THE MAGICAL. IT'S PRECISELY THIS REMARKABLE TALENT THAT MAKES HIM MY
GO-TO CHOICE FOR MY MOST IMPORTANT PROJECTS."

MICHELLE (PERSAUD) TEOPIZ
SENIOR MANAGER, DELOITTE



CREATIVE STRATEGY


PAUL’S BRAND AS “YOUR THINKING PARTNER” WAS 100% TRUE TO FORM IN CONSULTING WITH
ME. AS A NEWLY MINTED SOLOPRENEUR, I WAS LOOKING FOR A THINKING PARTNER TO HELP
ME HONE IN ON MY MESSAGING, AND BUILD OUT MY WEBSITE. NOT ONLY IS PAUL A
BRILLIANT STRATEGIST, HE HAS A DELIGHTFUL WAY OF BRINGING HIS CLIENT ALONG FOR
THE RIDE THROUGH HIS THINKING PROCESS. THAT, IN TURN KEPT ME KEENLY ENGAGED,
EXCITED TO WORK WITH HIM AND KEPT MY CURIOSITY HIGH THROUGHOUT THE PROCESS. HIS
ABILITY UNTANGLE COMPLEX IDEAS INTO SIMPLE CONCEPTS IS HIS SUPERPOWER. PAUL WAS
ALWAYS JUST A QUICK MESSAGE/PHONE CALL AWAY, AND NEVER HESITATED TO SPEND THE
TIME NOODLING THROUGH IDEAS WITH ME, NO MATTER HOW OBSCURE. IN FACT, OFTEN THE
MORE OBSCURE THE BETTER OUR DISCUSSIONS WERE, AND THE MORE IMPACT HE HAD ON MY
ULTIMATE DECISIONS. IF ALL THE ABOVE ISN’T ENOUGH – PAUL IS GENUINELY A LOT OF
FUN TO BE AROUND!

GAYLE CHARACH
CHIEF COMPASSIONATE OFFICER



FOR INDIVIDUALS


STRATEGY


ONE ON ONE.


BOOK A CALL AND LEARN MORE ABOUT HOW I CAN BE OF HELP.


Better Call Paul



FRACTIONAL CREATIVE LEADERSHIP (ADVISORY) IS AVAILABLE FOR TEAMS. GO

A WEEKLY DISPATCH

SYNG DIGEST

EVERY TUESDAY, YOU CAN EXPECT SIMPLE, ACTIONABLE, AND PRACTICAL ADVICE ON
BUSINESS, BRAND, DESIGN AND STRATEGY TAILORED FOR BUSINESS LEADERS. WRITTEN BY
PAUL SYNG.


Enlighten me



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