How We Help
Most organisations don’t fail because of bad strategy or poor execution
They fail because their identity was never deliberately chosen. An implicit identity shapes every decision, priority and trade-off in the organisation — often without anyone realising it. When identity is unexamined, even capable, well-intentioned people pull in different directions.
This is not confusion. It is something more insidious: the appearance of clarity built on foundations that were never consciously designed.
As organisations grow, this dynamic intensifies. Teams work harder, priorities multiply, and leadership finds itself managing symptoms — friction, slow decisions, execution strain — without ever reaching the root cause.
We work one layer deeper than most
Most consultancies intervene at the level of strategy, structure, or culture. We work at the level of identity — the layer that governs everything else.
We help leaders do three things: surface the organisational identity that has already emerged, decide whether it is the one they would deliberately choose, and align their leadership, strategy, structures and culture around that choice. The result is not just better performance. It is an organisation that thinks, talks and works better together — and leaders who find that leadership gets easier, not harder.
How do I start?
The starting point is to make sense of your current organisational complexity. Our free Strategic Identity Assessment reveals the identity your organisation is currently operating from — and what it might mean for how you lead and grow.
Request your Strategic Identity Assessment to find out.
How We Operate
Everything we do is trusted, tested, and transformative
Working as a partner to the leadership team, we employ a holistic, three-phase approach to systemic change, focusing on clarity, cohesion, and capability.
Cohesive leadership
Develop self-awareness, situational awareness, and psychological safety needed to build cohesive teams.
Organisational clarity
Establish clear foundations and a strategic approach to simplify decision-making.
Execution architecture
Align your business architecture (people, processes, practices) to streamline execution.
We enable open conversations and get to the root of issues quickly and efficiently. As former leaders, we use the best frameworks that we know work in practice from our own experience – we bring you the best tools, ideas and insights available. And to top it all, we bring our experience and intuition and apply it to help you to accelerate impact and progress.
We focus on building a healthy and aligned organisation, from top to bottom, where everyone is engaged and clear about the value the organisation offers and how they contribute to delivering that value.
Why Us
We don’t just fix your symptoms – we get to the heart of your misalignment
We have a unique focus on alignment through identity. Our holistic approach attracts courageous, humble and self-aware leaders of companies 13-150 people, who feel there is untapped potential in their organisation
Our approach is visionary, practical and empowering. We facilitate powerful conversations to increase cohesion and clarity, simplify complexity and bring about holistic alignment in weeks, that organically takes years.
We stay abreast of new thinking, models, frameworks and concepts that are relevant to strategy, organisational health, culture, leadership, and execution. Our ability to translate them into easily digestible forms and introduce them situationally provides a generative, value-added learning experience for our clients.
We have ascended from hands-on roles to executive leadership roles in highly reputable companies. This extensive grounding gives us empathy, credibility and a comprehensive business knowledge.
We aspire to make all our services friendly, simple, and profound.
About Us
Majid Islam
B.Eng. (Hons), DipNEBOSH, Certified Six Working Genius Facilitator
Co-Founder & Principal Consultant
I’m a former biotech executive with two decades building high-performing teams at Genzyme, Sekisui, Horizon Discovery, bit.bio, and DefiniGEN.
I kept seeing the same pattern: brilliant companies with talented people destroying value through misalignment. Strategic plans that looked perfect on paper fell apart in execution because no one had clarified the organisation’s authentic identity first.
That’s why I co-founded Alignment Cubed and developed the Strategic Execution Alignment Model (SEAM). As a Certified Six Working Genius Facilitator, I use systems thinking, intuition and real-world operational experience to sense misalignment and bring clarity when others feel stuck.
Jonathan Pearce
MSc, BA (Hons), Certified Fearless Organisation Scan Practitioner
Co-Founder & Director
I’m a seasoned operations executive with 25+ years across Sigma-Aldrich (Merck KGaA), Cambridge University Press, and Revvity, leading multi-site teams across Europe, Asia, and the US.
I’ve watched talented leadership teams fracture because no one made the implicit explicit. Most dysfunction stems from misalignment between who people think their organisation are and who they actually are.
As Co-Founder of Alignment Cubed and Certified Fearless Organisation Practitioner, I help leadership teams achieve clarity during complex transitions. My strength is creating psychological safety for honest dialogue about strategic identity, translating reflection into action that sticks. I’m committed to organisations where people truly thrive.
“Both Jonathan and Majid are experienced, credible and sincere, and able to work with multiple personal styles. Their approach to strategic ‘expression’ is sound and collaborative. I also found the facilitated World Café technique useful to generate broader thinking and ownership across all levels of the company.”
Jesse Shearin
COO, MIP Discovery
“I don’t usually have time for ‘consultants’ – but I really like you guys. So, what does that tell you? We are now further on than we would ever have been without you. Can you come and fix it all for us? I wouldn’t hesitate in recommending you.”
COO
biotech company
“…providing deep insights into business models, company culture and general leadership in the context of real time problems we were facing… identified critical gaps and worked hard to strategically align leadership and staff on the big picture questions. This gave us the focus and empowerment we needed to deal with higher level decision-making and prioritisation.”
Ben Softley
Manager Preclinical Services, Revvity
“Jonathan and Majid were extremely helpful in facilitating contributions from the whole team, in a safe environment, and through a dynamic and different process. This has really helped shape the mindset of the team and developed a strong sense of ownership amongst team members, fostering an assurance that they are integral to the success of our company during this crucial phase of its development.”
Guy Leaver
Interim CEO, MIP Discovery
“In terms of value, I’d be happy to pay you three times as much as you charged. I wish we’d had brought you in two years earlier before I recruited the team.”
CEO
“…a rare combination of experience, knowledge, and open-mindedness with a deep understanding of the business, its clients’ needs, market risks, and how to provide the best advice and strategy for the company’s success.”
Silvia Russo Krauss
Materials Manager, bit.bio
“You came at the right time, and your process held our team together. We are more aligned than we’ve ever been.”
CEO
biotech company
“…an exceptional quality of active listening (and) insightful feedback… a good example of transformational leadership and I felt amazed at the ability to direct a room and get people on board – even people who were initially on a completely different page.”
Shahed Salahuddin
Operational Excellence Specialist, Horizon Discovery
“This dynamic process delivered a genuine outcome for us which continues to be relevant to everyone in the company every day and is not just reserved for senior managers or owners.”
Brian Burke
CCO, MIP Discovery
“…visionary yet practical leadership… authentic and humble approach created an environment where we felt we could be more open about the challenges we faced on the ground… focus on empowering employees resulted in a team that was more engaged, more committed, and more productive.”
Aqila March
Cell Culture Manager, DefiniGEN
“Thank you so much for all your contributions during our collaboration – you’ve both added significant insights and thought-provoking perspectives to the Leadership and the wider team which people are still talking about!”
Site Lead
drug discovery company
“Working with Alignment Cubed was genuinely transformative. As someone who’s always full of ideas, I’d never really thought about how our organisational identity should filter those ideas. Now we use our Visionary Ecosystem identity as a lens for strategic decisions – it’s been a game-changer for me”.
Sam Goodall
CEO, Cambridge Cleantech
“Before, we had strong individual perspectives but struggled to align them into coherent action. Now we have this insight and awareness, the frameworks help us make faster, more confident decisions as a team.”
Sylvie Russell
COO, Cambridge Cleantech
“It was great having you stimulate the lunchtime discussion and facilitate the game around alignment and identity, to explore what that means to an individual, an organisation, or an ecosystem. It really added to the One Nucleus team strategy day and the discussions on how we can best support our members. We look forward to working more with you.”
Tony Jones
CEO, One Nucleus
We are incredibly fortunate to be benefiting from Alignment Cubed expertise and insights, and encouragement.
