About us
Who we are
Think Differently was built on the belief that business owners deserve practical support that actually works in the real world. Too often, advisors hand out generic advice or consultants leave behind fancy reports that never get put into action. That’s not us. We’re here to be the business advisor you can rely on, someone who listens, understands your situation, and helps you create real progress.
We’ve worked alongside business owners across New Zealand, from small family-run operations to growing companies with bigger teams. Our focus has always been the same: to provide clear guidance and simple steps that help you build confidence, sharpen your leadership, and get results you can see in your business and personal life.
Driven by Action, Focused on Growth
Our Beliefs
We believe every business leader can grow. With creativity and coaching, we help unlock potential and build strong foundations for lasting business growth.
Execution
Business growth is 5% vision and 95% execution. As your business coach, we focus on strategy, daily actions, and the hard work that drives real results.
Leadership Development
Stronger leadership builds stronger businesses. Our coaching uses proven programmes to boost performance and develop leaders who drive growth.
About Phil Our Founder
Phil Pickford is the founder and driving force behind The Think Differently Group. Growing up in a New Zealand Air Force family, he learned early how to adapt to change and turn challenge into opportunity – a mindset that has shaped his career ever since.
Armed with a degree in Agricultural Science from Massey University, Phil spent his early career in New Zealand and the UK working across the poultry breeding, feed and food industries. His time with Goodman Fielder Wattie in the 1980s saw him rise through technical, sales and leadership roles, where he helped reshape industries and sharpened his ability to “think differently.”
In the 1990s, Phil stepped away from corporate life to co-found a pioneering digital mapping and GPS data business – well ahead of its time both here and internationally. The experience deepened his love for strategy and leading through periods of rapid change.
A major turning point came in 2005, when Phil completed his MBA with Distinction at Massey University. That achievement sparked the creation of Think Differently, a business built on helping owners gain clarity on strategy, set milestones, and execute with confidence – all while keeping perspective on what really matters.
In 2022, Phil took this vision further by founding The Think Differently Group. Bringing together a team of experienced catalysts, coaches and change agents, the Group helps New Zealand businesses face change with confidence and create growth that lasts.
About Ian
Ian MacLeod brings a blend of international experience, leadership, and a love of the outdoors to The Think Differently Group. Originally from the Scottish Highlands, he grew up outside and still spends his downtime on the water, the trails, or keeping up with his teenage boys alongside his wife.
Starting out in engineering, Ian moved into auditing, project management, and leadership roles, working internationally from 1995 to 2008 as a marine surveyor, auditor, and project manager. In 2009, he joined Babcock New Zealand to set up an engineering consultancy branch, gaining valuable experience in mergers, acquisitions, and corporate structures.
By 2014, he was leading major negotiations and transformations, including Babcock’s new contract with the NZ Defence Force, sharpening his skills in change management, HR, and corporate finance. Later, he shifted into the SME sector, applying his general management expertise to importing and distribution.
Covid gave Ian time to reflect, and he focused on what he enjoys most – mentoring and coaching business leaders. In 2022, he joined Phil at The Think Differently Group, helping business owners define strategy, manage change, and achieve goals while making space to enjoy life.
Why we do it
Running a business can be lonely. Decisions fall on your shoulders, the pressure never really stops, and sometimes you just need a trusted voice to help make sense of it all. That’s where we step in. As an Auckland based business advisor, our goal is to cut through the overwhelm and give you clarity. We believe every business owner should have someone in their corner, not just when things are tough, but as they plan for what’s next.
It’s not about giving you a one-size-fits-all solution. It’s about mentoring, coaching, and consulting in a way that suits your goals and stage of business. We care about creating steady, sustainable progress, not quick fixes that disappear the moment we step away.
How we help
Our approach blends the best parts of business mentoring, coaching, and consulting. Sometimes you’ll need a business mentor to share insights and keep you accountable. Other times, you’ll need a business consultant who can give you structure and practical steps. And often, you’ll need both, someone who can guide, challenge, and support you while you put plans into action.
That mix is what makes Think Differently different. We’re not just here to give advice, we’re here to walk alongside you, helping you stay focused and confident as your business grows. By combining experience, honest conversations, and practical tools, we help you turn challenges into clear decisions and opportunities.
