A BOLD NEW PLAYBOOK FOR
BUSINESS LEADERS CONFRONTING DISRUPTION, COMPLEXITY & RISK

25+

Years As A Strategic
Consultant

80+

Organizations Located In 11 Different Countries

200+

Projects Overseen
Worldwide

45+

Published
Points Of View

Outside In, Inside Out is the essential guide for leaders navigating today's complex challenges. In his new book, Dr. Lance Mortlock offers a timely and practical blueprint to help business leaders turn uncertainty into opportunity. With a fresh approach to strategy, Dr. Mortlock introduces a groundbreaking approach to strategy that balances external market intelligence (outside-in) with internal organizational resilience and execution capabilities (inside-out), providing the tools needed to lead effectively in volatile times with impact.

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TESTIMONIALS

PRAISE FOR OUTSIDE IN,
INSIDE OUT

“It is fascinating to see how the notion of strategy formulation has

changed over the years. This is well captured in Outside In, Inside Out.”

Founder & Executive Chairman, World Economic Forum

DR. KLAUS SCHWAB

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ABOUT THE AUTHOR

LANCE MORTLOCK

Dr. Lance Mortlock is a Senior Strategy Partner with Ernst & Young (EY), based in Canada, and has provided management consulting services on 200 projects to more than +80 clients in 11 countries. Lance has had the opportunity to work with the c-suite at leading national and international oil and gas, power and utility, mining, manufacturing, aerospace, infrastructure, and government and public sector organizations.

Bringing a broad set of strategic skills and experiences Lance helps clients solve some of their most complex strategic problems. Areas of support and experience include corporate and business unit strategy and planning, strategy execution, market opportunity assessment, merger and transaction integration and carve-outs ($60 Billion in deals completed), cost management, transformation, innovation, business management systems, process improvement, enterprise risk management, organization performance, design & effectiveness, and change management.

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Lance’s writing is inspired by his role as a strategy consultant and a visiting professor. As a strategist Lance has authored more than 40 white papers and points of view on a variety of business topics focused on emerging management challenges and opportunities. Lance is also an expert in energy industry trends and market dynamics in Canada with over 100 citing's in various industry publications, national and international newspapers and has featured on BNN several times on subjects including electric vehicle transition and automation.

Bringing a broad set of strategic consulting skills and experiences Lance helps clients solve some of their most complex strategic problems. Areas of support and experience include corporate and business unit strategy and planning, strategy execution, operating models, market opportunity assessment, merger and transaction integration ($60 Billion in deals completed), cost management, transformation management, innovation, business management systems, process improvement, organization design and effectiveness, governance and change management.

As an Adjunct Professor at the Haskayne School of Business Dr. Lance Mortlock volunteers his time in order to collaborate with Haskayne faculty on research in Strategy, Organizational Behavior, and Human Resources, serving as a guest lecturer in various classes on advanced strategy and consulting and providing mentorship to students on a selective basis. Lance is also assisting in assembling and chairing an advisory board on advanced principles of financial leadership comprised of senior financial executives from Calgary and Alberta-based companies.

CRITICAL QUESTIONS

Why is strategy more important than ever in today’s global business environment?
What are the typical pitfalls of strategy development and execution?
What needs to go right when it comes to strategy?
What does it mean to have a balanced strategy?
What can we learn from other organizations both good and bad?
What are the most useful frameworks that can add value?
What role does leadership play when it comes to strategy?
What are the critical themes of strategy for the future?

REFRESHED APPROACH

Outside In, Inside Out is an integrated, easy-to-digest how-to guide that will challenge assumptions and offer tips and tricks of what to do — and, equally importantly, what not to do - to ensure any business develops a competitive edge and achieves success in today’s complex world. Featuring various outside-in and inside-out public examples from the likes of Coca-Cola, Spotify, GM, Airbnb, Microsoft, Nike, Snapchat, Starbucks, IKEA, Google, Facebook, AirBnB, Mars, Disney, Intel, Samsung, and more; furthermore, the author takes readers on a journey inside the many organizations for which he has acted as an adviser and brings to the book a practitioner’s in-depth perspective, drawing on nearly three decades of strategic work with more than 80 companies in 11 countries.

PUBLISHED MEDIA

FEATURING
LANCE MORTLOCK

JUNE 2025

CEO World Magazine

Benjamin Franklin once said, “If you fail to plan, you are planning to fail.” Having been involved in numerous deals, I’ve learned firsthand that if you don’t plan...

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