Introduction: The Dual Lens of Academia and Consulting
As I sit at my desk in Worcester, England, surrounded by decades-old books on entrepreneurship and a whiteboard filled with frameworks for scaling startups, I can’t help but reflect on how my career has unfolded. Over the past 25 years, I’ve oscillated between academia and consulting—roles that at first glance might seem incompatible but, in reality, are deeply intertwined. My work spans university leadership, board governance, and advising governments on entrepreneurial ecosystems, all while publishing research that informs both sectors.
This post is a candid exploration of my journey: how I built credibility as an academic while cultivating expertise as a consultant, and the lessons I’ve learned along the way. It’s also a guide to those navigating similar paths, blending scholarly rigor with the actionable insights that consultants thrive on.
The Academic Foundation: Teaching, Research, and “Failing Forward”
My academic roots began in engineering, a discipline that taught me to value precision and systems thinking—a mindset I’ve carried into entrepreneurship. In 2015, as Senior Lecturer and Course Leader for Entrepreneurship at the University of Worcester, I designed a BA in Entrepreneurship that combined theory with practice. (A paper reviewing this course is here) Students weren’t just learning about business models; they were building them, often in collaboration with local businesses.
One pivotal moment came when I tried to integrate rural entrepreneurship into the curriculum at the Royal Agricultural University (RAU). I envisioned a programme where students could apply innovation to agricultural challenges, like sustainable food systems. But early attempts faltered—the disconnect between theoretical concepts and the practical needs of rural communities left me frustrated. I realized success required more than just syllabus design; it demanded partnerships with entreprenurial ecosystem: farmers, policymakers, and local startups.
Tip #1: Build bridges between academia and industry early. My learning at the RAU led to a revised approach: co-creating curricula with stakeholders.
The Consultant’s Edge: From Theory to Tangible Impact
Consulting forced me to abandon the comfort of academic abstraction. When I became Director of Employability and Entrepreneurship at GBS in 2022, I faced a stark reality: over 15,000 students—many from disadvantaged backgrounds—needed support moving beyond academia into meaningful careers.
The challenge was twofold: scaling services without diluting quality and addressing systemic barriers like poor English proficiency. My solution? A “staged competency approach,” rooted in my research, which tailored support to students’ readiness. We embedded employability into classroom curricula, paired struggling learners with language tutors, and built employer networks. The numbers? 2,639 new roles secured by students in one year—proof that frameworks matter when paired with execution.
Tip #2: Turn research into action. My 9 Stages of Entrepreneurial Lifecycle model wasn’t born in a vacuum; it emerged from years watching startups succeed or fail. When consulting, use your research as a lens—but adapt it to the client’s reality.
The Tension of Dual Roles: When Worlds Collide
Balancing academia and consulting isn’t without friction. At Albion Business School, where I serve as a Board Trustee, I championed globalizing entrepreneurship education. Yet negotiating institutional bureaucracy to adopt innovative programmes tested my patience. Similarly, advising startups in mobile gaming (via dojit, a past venture) taught me that the academic rigor of “agile methodologies” must flex to suit corporate timelines.
Emotional Insight: There were nights when I questioned whether my dual path was sustainable. My breakthrough? Embracing the dichotomy: academia lets me explore why entrepreneurship works; consulting forces me to answer how.
Emerging Frontiers: Opportunities in EdTech, Policy, and Rural Innovation
The future of entrepreneurial education is digital. While my work on open educational resources with Beijing Foreign Studies University showed promise, I’ve realized scalability requires more than just free content. Hybrid formats—like virtual incubators for African startups—could democratize access, especially in regions where universities are underfunded.
As a Fellow of The Centre for Entrepreneurs, I’ve advised governments on startup programmes and rural innovation hubs. My takeaway? Policy should incentivize ecosystems, not just businesses—for example, tax breaks for universities collaborating with local SMEs.
Tip #3: Advocate for systems change, not just individual success. My recent work in South Sudan reflects this philosophy: educating women isn’t about creating lone entrepreneurs but fostering an ecosystem where they can thrive.
Practical Takeaways for Aspiring Academic/Consultants
- Leverage interdisciplinary expertise: My engineering background informs tech ventures, while my research on rural entrepreneurship shapes policy. Never dismiss a skill as irrelevant.
- Embrace “messy” collaboration: My EdTech projects with China and India succeeded because we allowed cultural nuances to shape outcomes—not the other way around.
- Measure what matters: When I assessed the impact of student startups, I shifted focus from mere business counts to metrics like job creation and community investment.
Conclusion: The Power of Dual Vision
Bridging academia and consulting isn’t just a career choice—it’s a lens. By wearing both hats, I’ve crafted frameworks that endure (my 9 Stages) and programmes that scale (at GBS). For newcomers, I urge you to resist silos: publish research and pitch it to boards; teach courses that align with industry trends.
As I look toward the next chapter, I’m focused on expanding free education models in Africa and refining my digital toolkits. Will it be easy? No. But then again, neither was convincing a roomful of farmers in Cirencester that gaming startups could revolutionize agriculture.
Final Thought: Your expertise has value in both ivory towers and boardrooms—use it to build bridges, not barriers.