Who are we?

We have come together to bring our customers the best experience, knowledge and pragmatism on designing quantified value propositions.
Bringing our expertise together with ground-breaking value selling automation software from DecisionLink means that our customers can shorten their sales cycles and grow their profits like never before.

Cindy is a business innovator and strategist. She founded Futurecurve, the world leading value proposition consultancy, after many years with Capgemini where she lead service development, sales, marketing, co-created new business units and was a client-side consultant.

She began her career in engineering running large scale unionised factories for Smiths Industries. She led R&D for Panavision where she developed a leading-edge technical product range which is still their most profitable range to date. 

Cindy studied engineering, physics, operations management and psychology. She is the co-author of the best selling 'Creating and Delivering your Value Proposition' and 'Selling your Value Proposition'. She is clinically qualified in Transactional Analysis, a member of the British Association of Counselling and Psychotherapy, the British Psychological Society and holds an MBA.

Malcolm until recently was Professor of Marketing and Deputy Director, Cranfield University School of Management and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School.

Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He has written over 40 books, including the best seller ‘Marketing Plans: How to prepare them, how to use them’, and more than one hundred articles and papers.

Coming from a background in business which included a number of years as Marketing Director of Canada Dry, Malcolm has successfully maintained a close link between academic rigour and commercial application. He has consulted to many major companies from the UK, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability.

Malcolm is Chairman of Malcolm McDonald Consulting Ltd, and works with the operating boards of a number of the world’s leading multi-nationals

Grant has been involved in the software and IT services industries for over 20 years in Europe, USA, India, Middle East and Australia. He has worked as a CEO, Managing Director, Sales and Marketing Director and Non-Executive Director. 

​His background spans a range of companies from start-ups to listed software companies.Have advised software and consulting companies in the Financial Services, Utilities and Healthcare sectors on acquisitions. 

Turnaround experience in both private and public companies, Investment, M&A and Corporate Finance experience.

Advised on a £4m fund raising for a software company through venture capital and private individuals.

He has been Non-Executive Director of a Housing Association and a Solar Energy Company.

He currently acts as a mentor in the Digital Health, London Accelerator scheme coaching 30 Digital Health companies.

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