THINKING LEAD
...partners with organizations to drive transformation through strategic thinking, digital expertise, and people-centered solutions. We empower leaders to navigate disruption, align culture, and foster lasting behavioral shifts. From digital readiness to execution roadmaps, our proven frameworks help you cut through complexity and unlock real business impact. We don’t tell you what to do — we help you think it through, every step of the way.
5 reasons why you should work with us
At ThinkingLead, we don’t just consult—we catalyze transformation. Our clients choose us because they want more than off-the-shelf solutions. They want a thinking partner with real-world executive experience, academic rigor, and a proven track record of driving change.
Led by Dr. Rui Pedro Silva—executive leader, TEDx speaker, author in the field of digital transformation, and published researcher—we bring a distinctive blend of boardroom insight and research-backed frameworks to help you navigate complexity with clarity.
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Executive Expertise: With leadership roles at global giants like A.P. Moller-Maersk and Adidas, Rui Pedro has steered transformation and built leadership capabilities at scale. We understand how strategy meets execution—because we’ve done it. Dr. Rui Pedro has led multiple large scale digital transformations.
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Academic Rigor: Our work is grounded in a Ph.D. in organizational readiness for digital transformation and supported by several citations across peer-reviewed research. You’re not just getting advice—you’re getting evidence-based insight.
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Published Thought Leadership: From authoring a book on digital transformation to delivering TEDx talks and academic lectures, we shape the conversation on change, culture, and leadership—so you can lead it.
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Proven Frameworks: Our proprietary models—FRAME, ALIGN, ASCEND, and ENRICH—bridge the gap between intention and action, enabling measurable progress in leadership behavior, cultural evolution, and strategic execution.
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Tailored, Not Templated: We believe transformation is not one-size-fits-all. That’s why our approach starts with questions, not answers—so we co-create strategies that are as unique as your organization.
We don’t tell you what to do...
We help you think it through
About
My name is Rui Pedro Silva
Rui Pedro is an executive leader, author, TEDx speaker, and faculty professor with over 20 years of experience in digital transformation, leadership development and organizational culture. With an experience coming from very senior roles such as Global Chief Product Officer for eCommerce Logistics at A.P.Moller-Maersk, Group Chief Digital Officer at ERIKS Group, Global Vice President for Omnichannel Platforms and Global Vice President, Leadership & Talent Development at adidas Group, Rui Pedro brings senior-level expertise in driving organizational change, being awarded as European Digital Leader of the Year in 2020 by CIONET.
As the founder of ThinkingLead, Rui Pedro empowers senior leaders to navigate transformation through a human-centered approach, blending Cultural Crafting, Change-Ready Culture, The Change Journey, and Behavioral Evolution.
His work is backed by a Ph.D. in Organizational science focused in digital transformation, and a MSc in Behavioural and Organizational Psychology, a bestselling book on digital transformation, highly rater published scientific research in some high end journals and his extensive experience as a faculty professor in brand management, leadership and organizational development.
Rui helps organizations align culture, leadership, and strategy to drive lasting, sustainable change.
Our Services
We work with leaders ready to evolve — from cultural design to transformation execution.
From strategy to behavior, we guide leaders and organizations through transformation that lasts
DIGITAL TRANSFORMATION CONSULTING
We partner with organizations to design and execute transformation strategies that deliver real business value. From assessing digital readiness to building execution roadmaps and embedding cultural change, we help leaders align people, processes, and technology to compete — and win — in the digital age.
LEADERSHIP TRANSFORMATION PROGRAMS
Design and run structured programs aimed at transforming leadership teams, focusing on building leadership skills aligned with organizational culture and strategy. These programs ensure leaders are equipped to drive and manage change effectively.
EXECUTIVE COACHING
One-on-one coaching tailored for senior leaders to enhance their leadership capabilities.
Focuses on personal development, decision-making, and strategic thinking to lead successful transformations and drive organizational change
STRATEGIC PEOPLE ADVISOR
Strategic advice on people and talent management, including aligning HR processes with organizational strategy. As a fractional people & culture leader, this service offers high-level insights and support in areas like talent development, culture building, and workforce strategy.
TRANSFORMATION ADVISOR (Including Fractional CTrO or CDO)
Expert guidance on driving and managing large-scale transformations. The fractional CTrO/CDO service helps organizations navigate through complex change processes, focusing on both the strategic vision and operational execution of digital transformation.
KEYNOTES, MASTERCLASSES AND COMPANY PRESENTATIONS
Engaging speaking sessions that provide thought leadership and insights on topics such as leadership, transformation, and cultural change. Tailored presentations for organizations looking to inspire and educate teams or key stakeholders about the transformation journey