Welcome, I'm Ali 

Change Strategist, specialising in the human side of change


Using over 30 years of experience in personal, professional, and organisational change, I created Change in Action. It is a system that teaches people how to navigate the logistical and human side of change to achieve the specific outcomes that matter most to them.

I am also the the founder of Outside of the Circle - a global organisation dedicated to helping people change the status quo, redefine success, and design their next chapter to live and work on their own terms in a way that is fulfilling and meaningful to them. My program, The Next Chapter: Design Your Life. Redefine Your Work. teaches people the exact steps to do that. 

Prior to starting my own business in 2001, I enjoyed a 14 year corporate career in large organizations, including Coca-Cola and Pepsi UK distributors, managing large complex change projects and leading teams to improve performance, achieve goals, and transform results in Supply Chain Management and Customer Services.

Why I specialise in the human side of change

Change doesn't happen by chance. It happens by design.


Many people find creating and navigating change hard and uncomfortable. This can leave them feeling stuck. If they are unable to overcome what holds them back or gets in their way they risk not achieving the tangible outcomes they desire.

From my decades of work in the field of change, and my personal experiences creating change in my own life, work, and business, I have learned exactly what it takes to create change successfully.

My work is dedicated to sharing my system and practical strategies with people so that they can get unstuck, remove the things that hold them back or get in the way, and get from where they are to exactly where they want to be. 

My personal story

Designing life. Redefining work. 


As dawn broke on January 1st, 2000 I was sitting on top of my favourite mountain watching the sunrise start a new millennium. In that moment, I decided it was time to change my life and work. It had been brewing for some time. I had a great 14 year career in the corporate world but living and working by the conventional definition of success didn’t feel fulfilling or meaningful to me anymore. The significance of that moment brought it to a head. It was time for change. 

I decided to design the next chapter of my life and work on my own terms and figure out how to create the changes necessary to turn it into reality. Long story short, in 2001 I left the corporate world to start my own business. A few years later I left the UK to live in Ireland for seven wonderful years. Then I moved to Canada where I now live on an Island on the west coast with my family and rescue dog, Shadow.


Stay connected and get email updates with my latest strategies on creating change and achieving what matters most to you