AS Strategic Advisory is an
independent strategic advisory firm.
My name is Anja Sindberg, and I founded and run the company. I advise businesses on customer experience, organisation, transformation, AI and business development.
I personally lead every assignment and remain your direct adviser and point of contact throughout. When an assignment requires additional expertise, I bring together the right team of experienced specialists.
Friction as a source of insight
Most organisations know their friction: the recurring discussions, the initiatives that stall, the customer complaints that never quite go away. I treat it as data. Friction shows where strategy isn't landing, where energy is lost, and where customers experience something different from what the organisation believes.
From patterns to priorities
Insight is rarely in short supply. The hard part is seeing the pattern across it and agreeing on what matters most. This is where I challenge assumptions, bring the picture together and build a shared basis for decisions.
From decision to movement
A strategy only creates value once it can be felt: in the customer experience, in daily work and in how decisions get made. So I stay with the work into implementation, where structure and creativity have to function together.
How I work
- I listen closely to leaders, employees and customers before drawing conclusions.
- I analyse thoroughly connecting data, insight and practical experience.
- I act decisively once the purpose is defined and priorities are clear.
- I challenge and clarify so strategy becomes concrete, lived and measurable across the organisation.
On AI
AI is part of how many organisations are changing right now. I treat it as a business question: where does the technology create real value for customers and employees, and which decisions need to be in place before activity turns into effect?
Every collaboration starts with a conversation.
If some of this sounds like your organisation, get in touch. We can talk openly about where the friction is, and whether I'm the right person to help.