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Sabien Kuhn
Founder & Principal Strategist
I work with executive teams to redesign how strategy gets made — shifting from static annual plans to living systems that sense, decide, and adapt as conditions change.
Start a conversation →The organisations I see struggling aren’t short on insight or intelligence. They’re short on rhythm. Their planning processes were built for a world that moved slowly — coordinating perspectives, building consensus, batching decisions into annual cycles. That made sense once. It doesn’t anymore.
AI removes the coordination overhead that made continuous strategy impractical — but only if you redesign how decisions get made, not just automate the old process. That’s the shift I help leadership teams make.
Sabien has spent over two decades doing strategy work across three continents — starting in Australia, moving through Microsoft in the UK, and eventually landing in the Nordic region where he’s spent the last decade-plus working with some of Europe’s most demanding B2B organisations.
At Microsoft he cut his teeth on data-driven business planning at a European level — the kind of environment where analytical rigour isn’t optional. From there he moved into consultancy and agency leadership, building strategy functions and leading client work for organisations like Novo Nordisk, Maersk, Microsoft, Rockwool and Eli Lilly. He’s been Chief Strategy Officer, Global Head of Strategy, trusted board-level advisor — and at every stage, the through-line has been the same: helping leadership teams make better decisions in complex, fast-moving environments.
Before founding WAAVES, he spent a year as a senior strategy and AI advisor in the communications and change space, working with multi-national clients navigating new markets and new ways of working. That experience — sitting at the intersection of strategic rigour and AI-augmented practice — is what WAAVES was born from.
He is an active member and mentor of Connected Women in AI (CWAI), and holds degrees in Economics and Philosophy from the University of Melbourne.
WAAVES is deliberately designed as a senior, hands-on practice. I work directly with leadership teams — not through layers of junior consultants — on focused engagements that produce structured recommendations and clear implementation roadmaps.
The clients who get the most from this work tend to be CEOs and executive teams in complex B2B environments — particularly in regulated industries — who are serious about using AI to improve how strategy gets made, not just how it gets presented.
If that sounds like the conversation you’re having, get in touch.
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