Why Firehills Exists
The Firehills team has over fifty years’ experience helping leaders make strategic choices. What we’ve learned over that time is that the traditional ways of thinking about organisations don’t reflect reality. The world is complex and messy — most business and planning tools miss crucial parts of the puzzle because they can’t engage with that messiness.
Two things have changed.
1. Artificial Intelligence can expose the structures and dynamics of our world in ways that were practically impossible even two or three years ago. That lets us see the world differently.
2. There are new ways of thinking about organisations, markets and the whole economy that make complexity intelligible. That lets us understand the world differently.
Firehills has been built to bring these things together from the start, providing a unique combination of insight and technology that lets leaders make decisions that unlock real growth and value.
What we believe
Challenge conventional thinking
The best opportunities are often hidden in plain sight. We help organisations look at their capabilities and markets from a different perspective.
See the whole system
We believe that real growth comes from understanding how organisations, markets and stakeholders connect. Furze maps these relationships so you can see the full picture.
Make complexity actionable
Complex systems don’t need complex answers. We turn complex market data and organisational insight into clear strategic options for growth and impact.
The team
Matt Crosby
Founder, Director - Private Sector
I'm passionate about my clients' performance. I've consulted with a range of UK and Global businesses and organisations, in the private and public sectors, and in a range of settings: PE backed, MD&A, plc and limited, for over 25 years. I've mainly supporting clients to create a new / refreshed strategic ambition and performance through business design (business and operating model) and changes in ways of working, across culture, process and technology. I've lead several transformation programmes.
Chris Davies
Director - Public Sector
I am a consultant specialising in developing and implementing strategy in complex environments. Over twenty-five years, I have helped clients across both public and private sectors deal with some of their most difficult problems. This experience ranges from looking at how we can stimulate defence innovation in the UK, to transforming universities, to helping high-tech manufacturers bring the world's best technology to patients in the health system.
Rob Read
Director of Technology
I am a director specialising in business intelligence and technology development. Leading the development of Furze at Firehills. Over my career, I have worked across strategy, talent, and digital transformation, helping organisations turn complexity into actionable strategy. This experience spans from leading talent strategy and assessment initiatives for global professional services firms, to designing SaaS frameworks, to advising early-stage businesses on people strategy and organisational development.
Euan Leask
Consultant and Project Manager
I am a consultant and analyst specialising in strategy, project management and research and my experience spans across commercial and third-sector environments. I have a background in the financial sector, working as a risk analyst for a wealth management fund developing automated risk reporting systems, as well as a project manager for a Glasgow-based charity where I helped lead their expansion planning. I am also certified in PRINCE2 and Agile project management methodologies.
Michael Davis
Founding Engineer
I lead the engineering and technology delivery behind Furze, bringing deep expertise in AI systems, data engineering and software architecture. With a 20 year background in software engineering for start-ups who are scaling I focus on balancing requirements against against speed and enjoy working through new challenges. I am focused on building our foundational technology which enables our clients to navigate through complex systems with a focus on tracablilty, trust and high performance.
Matt Crosby
Founder, Director - Private Sector
I'm passionate about my clients' performance. I've consulted with a range of UK and Global businesses and organisations, in the private and public sectors, and in a range of settings: PE backed, MD&A, plc and limited, for over 25 years. I've mainly supporting clients to create a new / refreshed strategic ambition and performance through business design (business and operating model) and changes in ways of working, across culture, process and technology. I've lead several transformation programmes.
Chris Davies
Director - Public Sector
I am a consultant specialising in developing and implementing strategy in complex environments. Over twenty-five years, I have helped clients across both public and private sectors deal with some of their most difficult problems. This experience ranges from looking at how we can stimulate defence innovation in the UK, to transforming universities, to helping high-tech manufacturers bring the world's best technology to patients in the health system.
Rob Read
Director of Technology
I am a director specialising in business intelligence and technology development. Leading the development of Furze at Firehills. Over my career, I have worked across strategy, talent, and digital transformation, helping organisations turn complexity into actionable strategy. This experience spans from leading talent strategy and assessment initiatives for global professional services firms, to designing SaaS frameworks, to advising early-stage businesses on people strategy and organisational development.
Euan Leask
Consultant and Project Manager
I am a consultant and analyst specialising in strategy, project management and research and my experience spans across commercial and third-sector environments. I have a background in the financial sector, working as a risk analyst for a wealth management fund developing automated risk reporting systems, as well as a project manager for a Glasgow-based charity where I helped lead their expansion planning. I am also certified in PRINCE2 and Agile project management methodologies.
Michael Davis
Founding Engineer
I lead the engineering and technology delivery behind Furze, bringing deep expertise in AI systems, data engineering and software architecture. With a 20 year background in software engineering for start-ups who are scaling I focus on balancing requirements against against speed and enjoy working through new challenges. I am focused on building our foundational technology which enables our clients to navigate through complex systems with a focus on tracablilty, trust and high performance.