Prioritise the customers that matter, define what they will value and translate those choices into a customer growth agenda.
Which customers should we prioritise and what must we do differently to win them?Strategic Advisor + Build Partner
We help businesses find, create and unlock growth: identifying new demand, building propositions customers choose and developing AI capability that creates commercial advantage.
Client work
HelixEnergy tech
Growth
Three ways to move growth forward.
For established businesses and founders facing a consequential customer, proposition or growth decision.
Shape the proposition, positioning and commercial logic, then test what makes customers switch, pay and adopt.
What problem are we solving and is it intense enough to trigger action?Choose where AI can create customer and commercial advantage, make the future model tangible and build the conditions to scale it.
Where can AI create growth or customer value, not just efficiency?Trusted
by
500,000customer ambition by 2028
Customer priorities + commercial delivery
Designed the global Presales operating model and communications strategy to support a clearer focus on priority customers and growth.
Operating model delivered
SAY ≠ PAYFinding the paid trigger
Proposition development + paid trigger
Customer and creator research, paid triggers, workflow fit and proposition validation. The work explores what could turn expressed interest into adoption; it does not establish product-market fit.
Research and proposition work in progress
2×reported growth
Customer + commercial model
Rebuilt the customer strategy, positioning, pricing and commercial model around CORD’s highest-value B2B customers.
Commercial model delivered
5%market-share increase targeted
Proposition strategy + go-to-market
Sized the opportunity beyond recruitment, shaped the Talent Advisory proposition and delivered the growth strategy and go-to-market plan.
Strategy + GTM delivered
Ideas on customers, choice and growth
Things I can’t stop thinking about.
Explore Ideas
Melissa Max-Macarthy / Founder
I have spent 15+ years turning customer insight, technology and commercial ambition into propositions, ventures and experiences that change behaviour.
Most recently, I led strategy and innovation for NatWest Retail Banking. That prior-employer experience informs my work at The Impossible Club.
Before that, I was a Partner at EY-Parthenon and a senior innovation, digital and growth leader across Accenture Strategy, Accenture Song and ?What If! Innovation.
The Impossible Club is a senior-led strategic practice. I lead the work, bringing in specialist support and using AI where it improves the thinking, making and testing.
19m customers in remit£6m new revenue in year one27% retail revenue uplift£47m+ business built
Former NatWest Managing Director · EY-Parthenon Partner · Accenture Strategy, Song + ?What If! Innovation
Melissa’s consulting experience
Where growth gets stuck
What feels impossible to crack?
Let’s work it out.