Changing the Game
Changing the Game (CTG) is a Sydney-based boutique consulting firm that delivers strategy and transformation services to CxOs, boards, and management teams across Australia and New Zealand, and productises its five-phase transformation methodology via a bestselling Wiley book and an online course used by 700+ professionals.
- Company typePrivate
- Founded2019
- HeadquartersSydney, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Changing the Game does
Changing the Game (trading as CTG Strategy, legal entity CTG Co Pty Ltd) is a boutique strategy and transformation consulting firm headquartered in Sydney, Australia. Founded by Michael Vullings and operating with 1-10 employees, the firm delivers bespoke strategy engagements to CxOs, boards, and management teams across Australia and New Zealand across five service areas: Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation. Its underlying technical asset is a proprietary five-phase transformation methodology (Take Stock, Create the Mandate, Map the Journey, Mobilise, Execute and Track) packaged with 50+ ready-to-use tools and templates that are reused across consulting engagements.
CTG has productised its consulting IP into two additional revenue streams. The first is the self-paced online course 'Managing Transformational Change', sold at AU $499 with a 60-day money-back guarantee and delivered via ctgplaybook.com, with cohort-based and custom corporate delivery tiers layered on top. The course has enrolled 700+ professionals from companies including Accenture, Microsoft, Qantas, News Corp, Vodafone, HCF, and TWB. The second is the bestselling Wiley-published book 'Changing the Game: The Playbook for Leading Business Transformation', co-authored by Michael Vullings and Graham Christie, which was an ABBA 2022 Finalist and functions as a content-marketing funnel into consulting and course sales.
The business model combines professional-services revenue from project-based consulting engagements with one-time/self-paced and corporate course revenue and modest book royalties. Distribution is split between a regional, direct sales-led consulting motion targeting ANZ enterprise clients (with named logos including Boral, RSPCA Australia, George Weston Foods, PwC, and News Corp) and a global, product-led growth motion through the self-serve course platform. The firm is privately held with no disclosed external funding, and Graham Christie is identified as a co-founder and seed investor.
Changing the Game firmographics
Firmographics- Name
- Changing the Game
- Legal name
- CTG Co Pty Ltd
- Website
- https://ctgplaybook.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Changing the Game (CTG) is a Sydney-based boutique consulting firm that delivers strategy and transformation services to CxOs, boards, and management teams across Australia and New Zealand, and productises its five-phase transformation methodology via a bestselling Wiley book and an online course used by 700+ professionals.
- Ownership category
- akta.pro rank
Changing the Game industry classification
Industry- Product category
- Management Consulting
- NAICS
- Management Consulting Services (54161)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Digital & Technology Transformation Consulting (BPAHACAH)
Keywords
Where Changing the Game is headquartered
LocationHeadquarters
- HQ city
- Sydney
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
Changing the Game business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Strategy & Transformation Consulting: Boutique consulting engagements for CxOs, boards, and management teams. Projects are supported by flexible and collaborative development process. Services include Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation.
- Online Course - Managing Transformational Change: Self-paced online course sold at AU $499. Also available as cohort-based with peer exercises and live streams, or custom corporate delivery for groups of 12+. Course includes 6 modules, 50+ tools and templates, and 60-day money-back guarantee.
- Bestselling Book Sales: Book 'Changing the Game: The Playbook for Leading Business Transformation' published by Wiley. Free introductory chapter available for download. Book has received ABBA 2022 Finalist recognition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Self-paced course at AU $499 |
| Subscription | Pay-as-you-go | Cohort-based course for individual participants |
| Subscription | Multi-year contract | Custom corporate training for groups of 12+ |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Changing the Game product offering
Product offeringCore offering
CTG is a boutique strategy and transformation consulting firm that delivers five service lines (Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation) to CxOs, boards, and management teams across Australia and New Zealand. The firm also monetises its proprietary five-phase methodology through a self-paced/cohort-based online course ('Managing Transformational Change') and a Wiley-published bestselling playbook used by 700+ professionals.
Product overview
Changing the Game (CTG) is a boutique strategy and transformation consulting firm based in Sydney, Australia. Its portfolio consists of three core offerings: a consulting services practice providing strategy and transformation engagements across five service areas (Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation); a self-paced online executive course titled 'Managing Transformational Change'; and the bestselling business book 'Changing the Game: The Playbook for Leading Business Transformation' by co-founders Michael Vullings and Graham Christie, published by Wiley. The consulting services and the course share the same five-phase transformation methodology, with the course offering over 50 tools and templates.
Differentiator
Problem solved
Functional benefit
Products and services
- Strategy & Transformation Consulting Services Boutique consulting engagements for CxOs, boards, and management teams covering Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation across Australia and New Zealand.
- Managing Transformational Change (Online Course) A 100% online executive course teaching the end-to-end five-phase framework for designing and leading successful business transformation programs, available self-paced, cohort-based, or via custom corporate delivery.
- Changing the Game: The Playbook for Leading Business Transformation (Book) A bestselling business book by Michael Vullings and Graham Christie providing a five-step process and practical tools for leading business transformation, published by Wiley.
Quantifiable outcome
- Improves transformation success rate to over 80% when integrating best practices at each stage
- +2 more outcomes
Companies that use Changing the Game
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles2 records
Changing the Game technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Changing the Game partnerships and signals
Strategic signalScale indicators4 records
Recent moves5 records
Expansion highlights6 records
Changing the Game competitors and assessment
Company assessmentEmerging players
- Roland Berger: Global boutique strategy consulting firm with offices in Australia. Comparable as a strategy and transformation advisor serving corporate clients, but operating at significantly larger scale than CTG.
- L.E.K. Consulting: Global boutique strategy consulting firm with strong ANZ presence. Directly comparable as a strategy-focused boutique, competing for similar mid-market and corporate strategy mandates, though with deeper global resources.
- OC&C Strategy Consultants: Global boutique strategy firm focused on corporate strategy and transformation. Comparable on the boutique strategy positioning and CxO-level engagement model, though with broader international footprint.
- Arthur D. Little: Global boutique strategy and management consulting firm with established practice. Comparable as a boutique strategy advisor offering transformation and corporate strategy services, but with broader geographic reach.
- Simon-Kucher & Partners: Global boutique consulting firm with strong ANZ presence specialising in commercial strategy, pricing, and growth. Comparable on the boutique, expertise-led model targeting corporate strategy outcomes.
Broad incumbents
- Bain & Company: Global top-tier strategy consulting firm with ANZ operations. Comparable on transformation strategy offerings and CxO buyer segment, though at a fundamentally different scale and breadth.
- Kearney: Global strategy and management consulting firm with operations in Australia. Comparable on strategy and transformation advisory offerings, though it operates at much larger scale and broader portfolio than CTG.
- Strategy& (PwC): PwC's strategy consulting arm, a major incumbent in strategy and transformation. Directly competes for the same CxO-level strategy and transformation mandates CTG targets, but with vastly greater resources and brand.
- Alvarez & Marsal: Global professional services firm with strong ANZ presence in performance improvement and transformation. Comparable on the strategy-to-execution value chain CTG targets, particularly around cost reduction and operating model work.
Direct peers
- Nous Group: ANZ-headquartered boutique management and transformation consulting firm serving government, corporate, and not-for-profit clients. Highly comparable on geography, boutique positioning, and transformation/mission-driven engagement profile.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Changing the Game social profiles
Digital presenceChanging the Game financial estimates
Financial estimateRevenue estimate
Valuation estimate
Changing the Game leadership team
Management profileNumber of profiles
Profiles2 records
Changing the Game funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Changing the Game M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Changing the Game
What does Changing the Game do?
CTG is a boutique strategy and transformation consulting firm that delivers five service lines (Business & Corporate Strategy, Growth Strategy, Functional Excellence, Strategic Cost Reduction, and Organisation & Implementation) to CxOs, boards, and management teams across Australia and New Zealand. The firm also monetises its proprietary five-phase methodology through a self-paced/cohort-based online course ('Managing Transformational Change') and a Wiley-published bestselling playbook used by 700+ professionals.
Is Changing the Game a public or private company?
Changing the Game is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Changing the Game founded?
Changing the Game was founded in 2019. It employs 1 to 10 people.
Where is Changing the Game based?
Changing the Game is headquartered in Sydney, Australia, in the Oceania region.
How does Changing the Game make money?
Three revenue lines are on record. Strategy & Transformation Consulting is the primary driver. The others are online Course - Managing Transformational Change and bestselling Book Sales.
Who are Changing the Game's main competitors?
Emerging players on record are Roland Berger, L.E.K. Consulting, OC&C Strategy Consultants, Arthur D. Little and Simon-Kucher & Partners. Broad incumbents are Bain & Company, Kearney, Strategy& (PwC) and Alvarez & Marsal. Nous Group is listed as a direct peer.
Does Changing the Game have an API?
No public API is recorded for Changing the Game.
What industry is Changing the Game in?
Changing the Game's product category is Management Consulting. Its primary akta.pro industry code is BPAHACAH, Digital & Technology Transformation Consulting. Its NAICS code is 54161 and its SIC code is 8742.