Martin Reeves leads the BCG Henderson Institute worldwide and is a member of the Strategy practice's leadership team as well as a senior member of the Health Care practice. Martin is also a member of the BCG Henderson Institute's Innovation Sounding Board, which is dedicated to supporting, inspiring, and guiding upstream innovation at BCG. He has been a Fellow since 2008.

His research topic focuses on the future of strategy. Strategy has historically relied on concepts of scale, efficiency, and first-order capabilities. However, traditional approaches are often undermined by unpredictability and dynamism in today's business environment. Therefore, companies must supplement traditional competitive advantage with dynamic, adaptive capabilities and strategies—which Martin is exploring.

Martin is the coauthor of Your Strategy Needs a Strategy, which offers the “strategy palette” as a tool to enable business leaders to tune their approach to strategy into their strategic environment. In 2014, he presented this topic during his TED talk as part of a series of talks curated by TED and BCG.

Since joining BCG in 1989, Martin has led a broad range of strategy assignments in the Financial Institutions, Consumer, Industrial Goods, and Health Care sectors. He has particular expertise in the areas of adaptive strategy, strategy for multibusiness systems, sustainability strategies, collective learning and innovation, and the topic of trust.

Prior to joining BCG, Martin worked for Zeneca in Japan and the United Kingdom, where he focused on marketing and strategic planning.


  • MBA, Cranfield University School of Management
  • MA, natural sciences, University of Cambridge
  • Certification in Japanese, Osaka University of Foreign Studies
  • Postgraduate research in biophysics, University of Tokyo