Outside in Inside Out Front
Outside in Inside Out back
The business world is fraught with risk, uncertainty, and complexity. From geopolitical conflicts to AI-driven change, today’s leaders must be resilient and agile. Outside In, Inside Out simplifies strategy formulation and execution when organizations need it most.
Using a simple framework of "outside-in" (external environment) and "inside-out" (operating environment) factors, this book provides the tools to make critical strategic choices.
This integrated guide challenges assumptions and offers practical advice to ensure a competitive edge. Featuring examples from global brands like Coca-Cola, Spotify, and Nike, the author brings nearly three decades of practitioner experience from advising over 80 companies across 11 countries.
“An essential addition to the library of any leader seeking to outmanoeuvre competitors.”
- DIEGO ORDONEZ, PRESIDENT, DOW CHEMICAL CANADA
Using a simple framework of "outside-in" (external environment) and "inside-out" (operating environment) factors, this book provides the tools to make critical strategic choices.
This integrated guide challenges assumptions and offers practical advice to ensure a competitive edge. Featuring examples from global brands like Coca-Cola, Spotify, and Nike, the author brings nearly three decades of practitioner experience from advising over 80 companies across 11 countries.
“An essential addition to the library of any leader seeking to outmanoeuvre competitors.”
- DIEGO ORDONEZ, PRESIDENT, DOW CHEMICAL CANADA
Dr. Lance Mortlock is the Managing Partner for the Industrials and Energy practice at EY Canada. With over 25 years of strategy consulting experience across 11 countries, he works with C-suite executives to solve complex challenges in corporate strategy, transformation, M&A integration, and risk management.
A recognized industry expert and thought leader, Lance has authored over 40 publications and the book Disaster Proof: Scenario Planning for a Post-Pandemic Future. Alongside his consulting work, he serves as an Adjunct Associate Professor at the University of Calgary’s Haskayne School of Business.
He holds a doctorate from the University of Calgary, an MBA from Cardiff Business School, and advanced executive certificates from Stanford, INSEAD, MIT, and Harvard, supported by numerous professional certifications (CMC, CCMP, PMP, Six Sigma Black Belt). Lance lives with his wife, Elisabeth, and their two daughters.
A recognized industry expert and thought leader, Lance has authored over 40 publications and the book Disaster Proof: Scenario Planning for a Post-Pandemic Future. Alongside his consulting work, he serves as an Adjunct Associate Professor at the University of Calgary’s Haskayne School of Business.
He holds a doctorate from the University of Calgary, an MBA from Cardiff Business School, and advanced executive certificates from Stanford, INSEAD, MIT, and Harvard, supported by numerous professional certifications (CMC, CCMP, PMP, Six Sigma Black Belt). Lance lives with his wife, Elisabeth, and their two daughters.