Who we are

We are a leadership company that has developed a new model for defining, articulating and executing organisational vision.

The catalyst for Ideology was the recognition that the majority of companies, government agencies and not-for-profits today are using 1940s management thinking to set their strategic direction – Mission, Vision, Values. An idea that has drifted so far from its original intent that the mission statement has become soulless and vacuous, neither providing clarity of long-term direction or setting the right organisational behaviours to get there. 

We’re changing that forever.

We believe that vision should inspire action.

Today, some of Australia’s largest companies are using our Ideology model to define and express who they are, why they matter to their customers, where they are going and the principles that will get them there. 

Our leadership team

Jaimie Ratten
Founder & Managing Director

+61 407 755 188

Jaimie Ratten

Founder & Managing Director

A firm believer that business is built on ideas, Jaimie has over 30 years’ experience extracting the insights required to create and build remarkable brands. Jaimie’s curiosity with how businesses work and what makes each unique has been the key to his success. Having worked with a wide range of clients, from technology start-ups to top 10 ASX-listed public companies, he is a creative and strategic thinker with a passion for helping businesses remove the obstacles that prevent them from taking giant leaps.

A change-maker, a storyteller and a creative problem-solver, Jaimie’s work is underpinned by the knowledge that people and businesses can’t move forward unless they think and do things differently. Not content with the aesthetic, Jaimie is a strong advocate for ideas and strategies that transform companies and brands.

Colin Mackay-Coghill
Founder

+61 409 107 027

Colin Mackay-Coghill

Founder

Colin has spent over 25 years helping a significant number of Australia’s leading corporate, government and not-for-profit organisations unlock the competitive advantage in their brands. He’s a creative thinker who fervently believes that an organisation’s greatest asset is its people and that successful brands are built from the inside out, aligned around a single-minded, compelling, differentiated, unique ideology.

His alter-ego is a rugby tragic who still can’t accept the fact he’s retired and now relies heavily on golf to take his mind off it.

Some of our clients