Resume
My 25+ year career has seen me grow up as a software engineer and mature into a management consultant. My focus is developing a set of new management practices for the 21st century by applying systems thinking principles to the business landscape.
I specialize in developing agile business strategies and operating frameworks that can adapt to the ever-changing business environment. My expertise in both software engineering and management consulting allows me to craft solutions that are finely attuned to the needs of businesses, from nurturing startups to revitalizing established enterprises.
Experience
|
Years of Experience 5+ 10+ 20+ |
|
|---|---|
| Strategic Advisor | |
| Management Consultant | |
| CIO / CTO | |
| Digital Transformation Leader | |
| Enterprise Architect | |
| Software Architect | |
| Product Leader | |
| Software Engineer / Lead |
|
Years of Experience 5+ 10+ 20+ |
|
|---|---|
| Board / Director | |
| Executive | |
| Senior Management |
|
Years of Experience 5+ 10+ 20+ |
|
|---|---|
| Business Strategy Development | |
| Technology Strategy Development | |
| Strategic Planning & Roadmaps | |
| Digital Transformation Leader | |
| Enterprise Architect | |
| Software Architect | |
| Product Leader | |
| Software Engineer / Lead | |
| CIO / CTO | |
| Digital Transformation Leader | |
| Enterprise Architect | |
| Software Architect | |
| Product Leader |
|
Relative Experience Know - Veteran |
|
|---|---|
| Software | |
| Consulting | |
| Mining | |
| Energy | |
| Non-for-Profit | |
| Government | |
| Realestate | |
| Education |
Career Trajectory
Future Aspirations
- Finish my book on new management
- Launch 2ic.ai
- Expand the reach of new management thinking
Timeline (Last decade or so)
| Year | Company | Initiative |
|---|---|---|
Founder & CEO - what follows are client engagements
|
||
| 2025 |
Brownes Dairy
|
2025
Brownes Dairy
Corporate Strategy and Planning
|
Shell Global
|
2025
Shell Global
GenAI Approach for Integrated Gas (Whitepaper)
|
|
| 2024 |
Brownes Dairy
|
2024
Brownes Dairy
Operational Review & Diagnostic
|
|
Shell Global
|
2024
Shell Global
Technology Strategy and Portfolio Development, Planning & Governance
|
|
| 2023 |
Shell Australia
|
2023
Shell Australia
People Strategy and Employee Value Proposition
|
MSWA
|
MSWA
Strategy Development, Team Dev., Strategic Recruiting
|
|
| 2022 |
Silverhorse Techologies
|
2022
Silverhorse Techologies
Product Strategy Review
|
|
Shell
|
Shell
Global Scenario Planning & Strategy Development
|
|
FMG / FFI
|
FMG / FFI
Capital Project Information Management Strategy
|
|
| 2021 |
Shell Australia
|
2021
Shell Australia
Technology Strategy Development (Australia)
|
Idoba
|
Idoba
Business Strategy Development
|
|
|
Idoba
|
Idoba
Acquisition Due-diligence & Post Acquisition Strategy
|
|
Rio Tinto
|
Rio Tinto
Project Portfolio and Operating Model Strategy Development
|
|
| 2020 |
Sandpit Innovation
|
2020
Sandpit Innovation
Business & Product Strategy Development
|
|
Sandpit Innovation
|
Sandpit Innovation
Future, Trends and Investment Analysis
|
|
Horizon Power
|
Horizon Power
Technology Portfolio Roadmap and Investment Development
|
|
| 2019 |
BHP
|
2019
BHP
Data Strategy Review and Development
|
|
Horizon Power
|
Horizon Power
IT Strategy and Roadmap Development
|
|
|
BHP
|
BHP
Capital Portfolio Execution & Governance Framework
|
|
| 2018 |
Horizon Power
|
2018
Horizon Power
Strategic IT Review
|
BHP / Fluor
|
BHP / Fluor
Capital Project Digital Strategy & Roadmap Development
|
|
|
BHP / Fluor
|
BHP / Fluor
Capital Project Operating Model Design
|
|
|
Digital Transformation Leader - Full time / Permanent Employee
|
||
| 2017 |
BHP
|
2017
BHP
Digital Transformation Strategy Development and Execution
|
|
BHP
|
BHP
Functional Operating Model Design and Implementation
|
|
| 2016 |
BHP
|
2016
BHP Technology Stategy and Portfolio Development, Planning & Governance
|
|
BHP
|
BHP
Digital Transformation Strategy Development and Execution
|
|
Management Consultant / Capability Lead - Full time
|
||
| 2015 |
BHP
|
2015
BHP
IT Strategy Advisory, Enterprise Architecture & IT Strategy Development
|
Silverchain
|
Silverchain
Operating Model Design
|
|
| 2014 |
BHP
|
2014
BHP
IT Strategy, IT/OT Integration Strategy Development and Advisory
|
| 2013 |
BHP
|
2013
BHP
Exploration and Mine Planning Operating Model Design
|
| 2012 |
BHP
|
2012
BHP
Post Acquisition IT Organisation & Systems Integration Planning & Governance
|
Publications & Deep Dives
Generative AI Business Strategy Primer
by Edin Mustajbegovic, May 2025, Size 5.2 MB
A pragmatic guide to the Gen AI era, this white-paper distils the technology’s mechanics, economics, and organisational impact into clear frameworks leaders can act on. From theory-light explanations of tokens, transformers, and scaling laws to practical tools like the Engagement Spectrum, Four-Axis Lens, and Budget Radar, it shows how to navigate cost, risk, talent, and sovereignty—grounded in an Australian perspective but globally relevant. The result is a playbook for turning hype into coherent strategy and everyday advantage.
Investing in Data Whitepaper
by Edin Mustajbegovic, December 2017, Size 10.8 MB
Find out what it takes to get value out of data investments. Unconventional advice, written with minimal technical jargon. As with anything ActionTwelve, this whitepaper specifically targets the leaders and managers governing, leading and managing data investments and the consultants that advise them.
DownloadRecent Case Studies
Global Scenario Planning and Strategy Development
Technology Strategy Development (Australia)
Shell
2021 - 2024
Strategic Advisor
Management Consultant
Executive
Business Strategy Development
Technology Strategy Development
Operating Model Design
Business Analysis
Investment & Budget Planning
Read full case study
Management Consultant
Executive
Business Strategy Development
Technology Strategy Development
Operating Model Design
Business Analysis
Investment & Budget Planning
Implementing Scenario Planning Approach for Global IT and Technology Strategy
As a Management Consultant, I advised on the integration of Shell Australia’s IT and Technology operations,
helping to shape a technology strategy and operating model that balanced local business needs with global initiatives.
To support diverse business scenarios, I developed a flexible framework and scenario planning methodology ranging from
cost-reduction to accelerated technology adoption.
Working closely with Shell’s Australian IT and Technology leadership, we co-created a strategy that gained
unanimous endorsement across regional businesses. The approach was later adopted as a global standard for IT and technology
roadmaps across Shell, and I continued to provide advisory support to other regions during implementation.
This work not only enhanced Shell’s operations in Australia but also contributed to a globally recognised
model for technology management, reflecting my commitment to collaborative, future-oriented consulting.
Strategy Development, Team Development, Strategic Recruiting
MSWA
2023
Management Consultant
Board / Director
Technology Strategy Development
Operating Model Design
Team Leadership
Read full case study
Board / Director
Technology Strategy Development
Operating Model Design
Team Leadership
Establishing IT as a strategic enabler
As interim CIO at MSWA, I led the revitalisation of the organisation’s digital infrastructure following a period of
underinvestment. Partnering with the new CEO, I aligned IT strategy with MSWA’s future-focused vision and conducted a comprehensive
review of systems, teams, and cyber security risks.
I developed and implemented a new IT strategy, designed an agile operating model, and created
a technology roadmap to support long-term goals.
Throughout, I engaged regularly with the Board and Executive Team to ensure transparency and secure strategic buy-in.
The Board’s endorsement marked a key milestone, enabling the rollout of the new operating model and the appointment of a permanent
CIO to drive continued progress. My work reflects a commitment to using technology to build organisational resilience and unlock growth in a rapidly evolving environment.
Business Strategy Development
Acquisition Due-diligence & Post Acquisition Strategy
Business & Product Strategy Development
Future, Trends and Investment Analysis
Idoba
Sandpit Innovation
Perenti
2020 - 2021
Strategic Advisor
Management Consultant
Board / Director
Business Strategy Development
Technology Strategy Development
Operating Model Design
Strategic Planning & Roadmaps
Investment & Budget Planning
Business Analysis
Product Management
Read full case study
Management Consultant
Board / Director
Business Strategy Development
Technology Strategy Development
Operating Model Design
Strategic Planning & Roadmaps
Investment & Budget Planning
Business Analysis
Product Management
Establishing a new venture to disrupt the mining industry
I played a key role as an advisor in the creation of Perenti Group's
digital technology venture by acquiring Sandpit Innovation, a
management consulting company. My brief was to generate
innovative ideas that could transform the mining services industry
by using systems thinking approaches to identify significant
gaps in technology investment perception.
To turn these unconventional ideas into actionable strategies, I
collaborated closely with new venture executives and the Perenti
board to develop a practical business plan for the new venture. A
critical component of this strategy was expanding the entity
through strategic acquisitions, and I played a crucial role in the
due diligence process for potential targets.
My innovative approach went beyond technological
advancements. I introduced a collaborative operating model for
Idoba, the entity formed from the merger of Sandpit Innovation and
Optika Solutions. This transformative approach replaced
traditional hierarchical structures with an agile ecosystem of
innovative teams, fostering adaptability and innovation.
My contributions continued beyond the acquisition phase,
including developing a comprehensive product strategy essential
to securing approval from the Perenti Board. Throughout the
evolution of Idoba, I provided strategic guidance, shaping the
trajectory of its business strategy and reinforcing its position as a
dynamic force in the mining services sector.
Technology Stategy and Portfolio Development, Planning & Governance
Capital Project Operating Model Design
BHP
Fluor
2018 - 2019
Management Consultant
Senior Management
Technology Strategy Development
Strategic Planning & Roadmaps
Operating Model Design
Transformation Management
Business Analysis
Read full case study
Senior Management
Technology Strategy Development
Strategic Planning & Roadmaps
Operating Model Design
Transformation Management
Business Analysis
How to build a largest Iron Ore hub with an Integrated Team and Digital Technology
During my involvement in BHP's iron ore mining project (South
Flank), which was done in partnership with Fluor, I played a key
role in establishing an Integrated Project Team that brought
together the expertise of both organisations. Given the complexity
of BHP's operations, my primary objective was to work with the
project director to design an operating model and framework that
would seamlessly integrate the Integrated Project Team with BHP's
broader functions.
Through strategic planning and collaboration, we implemented a
cohesive operating model that unified various partners and BHP
operations into a streamlined project plan. Furthermore, I
developed a simplified project brief that effectively communicated
the program's governance structure, scope, and roadmap,
ensuring alignment and clarity across stakeholders.
To enhance project operations' efficiency, I led the development of
a digital strategy built on the operating model's foundation. This
strategy leveraged digital technologies to optimise planning,
collaboration, and governance processes within the newly
established operating model, thus paving the way for improved
project performance and outcomes.
Employment History
2017 - Present
Founder
As an entrepreneur and consultant, I have embarked on a journey to redefine the landscape of management
practices. I founded my consulting venture with the aim of anticipating and shaping the future of management.
I have collaborated with renowned industry giants such as BHP, Shell, Rio-Tinto, and FMG and contributed my
expertise to diverse projects, ranging from monumental multi-billion-dollar capital investments to nurturing
nascent startups. My role extends beyond conventional consultancy, as I craft innovative workshops and
immersive one-day programs tailored to expedite the assimilation of cutting-edge management paradigms.
My future at Action Twelve will continue to focus on the future of management and the development of innovative
software products to help teams transition from a top-down command and control paradigm into a complex
science-informed ecosystem of teams capable of tackling critical challenges such as climate change.
2015 - 2017
Digital Transformation Leader
After a successful career as a management consultant, I was offered to lead digital transformation efforts at one
of Australia's top organisations. This role gave me a unique perspective, allowing me to witness digital
transformation from the inside out. In two years, I went from overseeing the digital transformation of Iron Ore, BHP's
flagship business, to designing and leading a comprehensive operating model for digital transformation
across the entire organisation.
2011 - 2015
Management Consultant
Capability Lead
I joined Journey One when it was still a new startup and had the opportunity to work closely with the company's key
clients to understand their unique challenges and objectives. As a capability lead, I played a crucial role in shaping
the management consulting and enterprise architecture practices of the organization. It was my responsibility
to design custom methodologies for each client engagement, ensuring that we provided effective and holistic
solutions tailored to their specific needs. I also took on the role of a coach and mentor to fellow consultants,
helping them to excel in their respective roles. Through these efforts, I contributed to the growth and success of
Journey One and built a high-performing team that was dedicated to delivering remarkable results to our clients.
Older Employment History
| Year | Company | Role | Description |
|---|---|---|---|
| 2007-2011 | Beyond 42 | Co-Founder / CTO | Responsible for full product management and lifecycle |
| 2010 | Bright People Technologies | Software Architect (Freelance) | Introduced modern App Dev practices and coaching |
| 2010 | Ajilon | Software Architect | Developed operational data management platform |
| 2009-2010 | NSW Government | Consultant | Review and advise on UX and W3C standards across government data sharing web assets. |
| 2006-2010 | Mainfram Innovations | Freelance Consultant | Designed and developed a custom Manufacturing Management System for a factory. |
| 2006-2010 | DSC-IT | Team Lead | Designed and built Australia’s first Environmental Sustainability Management Platform. |
| 2004-2006 | Ross Logic | Lead Architect | Designed & developed WA state-wide Student Information Management System still in use today. |
| 2002-2003 | Pivot Technologies | Software Team Lead | Designed and developed building mgmt. and automation products while leading a team of engineers. |
| 2001-2002 | Imago Multimedia | Product Lead | Developed WA’s first map based land portal. |
| 1999-2001 | Digital Wizards | Product Lead | Designed and developed several web-based products. |
