Specialist business consultants
with a unique perspective
Our Proprietary AS4 Methodology
How It Works
Analyse
Core problem identification and analysis
The huge advantage that specialist business consultants like us here at Refracted Aspect have is the ability to look at things from a different perspective, without the dynamism associated with a functioning business, or the nuanced and differing interpersonal relationships that prevent truly reflective and introspective problem solving.
This phase of our AS4 business consulting methodology is actually two ‘A’ words. Technically speaking, before we can analyse, we must ascertain. This involves defining the core problems, interviewing stakeholders at all levels across the business that may involve cross-functional team workshops and other methods of inquiry.
Once our data collection is complete, we move on to both top-down and bottom-up analysis with a view to identifying inefficiencies, bottlenecks, technology shortfalls and other areas for improvement.
Analyse
Core problem identification and analysis
The huge advantage that specialist business consultants like us here at Refracted Aspect have is the ability to look at things from a different perspective, without the dynamism associated with a functioning business, or the nuanced and differing interpersonal relationships that prevent truly reflective and introspective problem solving.
This phase of our AS4 business consulting methodology is actually two ‘A’ words. Technically speaking, before we can analyse, we must ascertain. This involves defining the core problems, interviewing stakeholders at all levels across the business that may involve cross-functional team workshops and other methods of inquiry.
Once our data collection is complete, we move on to both top-down and bottom-up analysis with a view to identifying inefficiencies, bottlenecks, technology shortfalls and other areas for improvement.
Strategise
Actionable strategy, clear outcomes
Once we have finalised the our initial exploratory phase we move into the Strategise phase. This is where we take all the information we learned in the Analyse phase and develop an actionable strategy that can be trialed within the business.
Depending on the core problems that have been identified, these strategies typically focus on automation, simplification and elimination of activities that add zero value. In some instances, new technology and new roles may be required or even a restructure of how the business currently operates.
During this phase we also define the KPI’s and any other metrics that are important to defining what a successful outcome looks like. These are typically unique to your business and while we define these in isolation from your wider team the next phase in our AS4 business consulting methodology gives everybody a chance to have their voices heard again.
Scrutinise
Diverse Voices For Diverse Problems
The Scrutinise phase of our AS4 business consulting methodology sees us returning to discuss the strategy with key stakeholders at all levels of the business while also reconvening the cross-functional teams to fine tune the strategy.
It is important for leaders to remember that without buy-in or commitment from those that will be involved in executing the strategy that it is unlikely to be successful. This is why communication of the ‘what’ is as important as the ‘why’. It is equally important to involve appropriate stakeholders for critical activities throughout the consultation process.
Toward the end of the Scrutinise phase, we incorporate any changes that are required based on stakeholder feedback and discussions, define the environment where we can conduct a small scale test of the strategy and agree on an execution timeline with those involved.
Scrutinise
Diverse Voices For Diverse Problems
The Scrutinise phase of our AS4 business consulting methodology sees us returning to discuss the strategy with key stakeholders at all levels of the business while also reconvening the cross-functional teams to fine tune the strategy.
It is important for leaders to remember that without buy-in or commitment from those that will be involved in executing the strategy that it is unlikely to be successful. This is why communication of the ‘what’ is as important as the ‘why’. It is equally important to involve appropriate stakeholders for critical activities throughout the consultation process.
Toward the end of the Scrutinise phase, we incorporate any changes that are required based on stakeholder feedback and discussions, define the environment where we can conduct a small scale test of the strategy and agree on an execution timeline with those involved.
Substantiate
Cycle Until Solved
In the Substantiate phase we execute the agreed strategy inline with the agreed timeline in a small scale environment. This could be for a team, an individual or a particular customer or product; the whole point is to make sure that the strategy is going to work, before rolling it out to a wider audience.
It is imperative at this phase that data around the defined KPI’s and other metrics is collected, ensuring we’re able to clearly identify whether the strategy is a success or a failure. Sometimes this means returning to the Strategise or Scrutinise phases to modify the strategy and recommence the small scale test.
By the end of this phase, we have a clear understanding of the core problem, have defined and tested a strategy or strategies to solve it, and are ready to commence the Spearhead phase.
Spearhead
Execute, resolve and finalise
Now that we are comfortable with the proposed strategy being a solution to the core problem it is time to roll it out to the wider business via the Spearhead phase.
While this phase is predominantly focused on executing the strategy that was tested in the small scale test environment across the team, department, business etc. it also comprises a final review including a lessons learned element to inform future decision making.
It is also important during this phase to update or generate process maps or governance that clearly articulates the new way of doing things. What this looks like really depends on the needs of individual clients and could take the form of short video based tutorials right through to long form documents for inclusion in large scale information management systems.
Spearhead
Execute, resolve and finalise
Now that we are comfortable with the proposed strategy being a solution to the core problem it is time to roll it out to the wider business via the Spearhead phase.
While this phase is predominantly focused on executing the strategy that was tested in the small scale test environment across the team, department, business etc. it also comprises a final review including a lessons learned element to inform future decision making.
It is also important during this phase to update or generate process maps or governance that clearly articulates the new way of doing things. What this looks like really depends on the needs of individual clients and could take the form of short video based tutorials right through to long form documents for inclusion in large scale information management systems.
Ewan is the CEO and co-founder of Refracted Aspect Collective. With deep experience in strategic sales, marketing, leadership, and operations — and a background that spans special forces, business coaching, and consulting — he thrives on solving complex problems and guiding teams to clarity and action.
He helps businesses trade chaos for control through a fractional C-suite that ends guesswork and grind. With data-driven strategy and straight-up leadership, he brings clarity, momentum, and practical execution to the parts of the business that matter most.
Ewan has built and sold businesses, advised high-growth companies, and partnered with clients across a wide range of industries — Whether navigating complexity or leading turnarounds, he’s been inside businesses just like yours — aligning leadership, fixing operations, and building companies that actually work.
He brings real-world execution backed by academic rigour, holding an MBA, a Bachelor of Science in Psychology, and a Master’s in Criminology & Criminal Justice. Ewan has run point on special operations teams, closed multi-million dollar deals, and helped businesses grow by over 600% year-on-year.
What he does best:
• Fractional leadership (CMO / CRO / COO) with strategic oversight and hands-on execution
• Growth strategy that aligns marketing, sales, and operations around clear priorities
• Business consulting that diagnoses fast, fixes what matters, and builds lasting systems
• Coaching that builds confident leaders through clarity, accountability, and emotional intelligence
• SEO, content, and web strategy that drive visibility, leads, and long-term growth
Melissa is the COO and co-founder of Refracted Aspect Collective. She is a calm, analytical, and results-driven consultant with a background in engineering, finance, and operations. She brings structure to complexity, clarity to chaos, and balance to teams under pressure. With a natural eye for detail and a pragmatic mindset, she thrives in environments where financial and operational alignment is critical.
She has led major projects across North America and Australia in industries including IT, banking and finance, real estate, mining, transport, and manufacturing. Known for her ability to stabilise and streamline, she’s often brought in to underperforming projects, distressed businesses, or misaligned teams — particularly where internal friction is impacting delivery and client outcomes.
She once helped steer a business away from collapse by restoring operational and financial control in just six weeks.
Melissa has studied Mechanical Engineering and holds a Diploma in Business Management, along with a Certified Project Officer (CPO) credential. She also brings formal education in accounting, data analytics, and sustainability.
What she does best:
• Financial and operational strategy that delivers clarity, structure, and control
• Hands-on troubleshooting of workflows, systems, and team structures to resolve root-cause issues
• Project management that turns complex plans into achievable actions
• Systems implementation that reduces friction and supports sustainable growth