The authors and illustrator

Alan Williams


Alan coaches service-sector organisations, internationally and in the UK, to deliver inspiring service for competitive advantage. He is a published author and speaker whose projects have delivered measurable business results across a balanced scorecard and have been recognised with industry awards.

With more than 20 years senior leadership experience in customer-service-based businesses, Alan’s rare mix of extensive strategy, operations, general management and coaching experience enables him to create and implement holistic SERVICEBRAND® strategies for sustainable impact. Alan has applied this approach as a consultant and in senior director roles for global blue-chip organisations as well as smaller entrepreneurial companies. He has enjoyed roles with InterContinental Hotels, Barclays Capital, Compass and Whitbread/Marriott, founding SERVICEBRAND GLOBAL in 2005.

Alan is passionate about the importance of employees at the point of service delivery and their role in delivering remarkable customer experience. He thrives on leading the values-driven transformation of service, culture and behaviour and is an expert facilitator of experiential learning workshops. Alan has created a number of tools including: the SERVICEBRAND approach; Omotenashi, the Practice of Heartfelt Hospitality, a customer-service programme; and the corevaluescore® survey. His first co-authored book, The 31 Practices: Release the Power of Your Organisation’s VALUES… Every Day, received international critical acclaim.

Alan graduated in Hotel & Catering Administration at Surrey University where he has been a visiting lecturer, was a global “train the trainer” for the Marriott International Spirit to Serve programme and attended the Whitbread Leadership Course at London Business School. He is a Past President of the Meetings Industry Association, a fellow of the Institute of Hospitality, a board member of BQF, a founder faculty member of Culture University, a steering group member of the UK Values Alliance and founder of the newly formed Global Values Alliance.

Steve Payne

Founder & CEO of NLP Dynamics and the Academy of Coaching and Training

Steven is an actor, author, international executive coach, writer and motivational speaker who has been helping individuals and organisations achieve their performance goals for over twenty years. As an actor Steven trained at the Central School of Speech and Drama in London and has worked in radio drama for BBC Radio 4, as well as appearing in theatre, film and television over many years. His television roles include appearances in some of the UK’s best-known television series.

As a business coach, Steven has helped senior executives from blue chip companies to SMEs in Europe and South America achieve their full potential. He has developed training programmes that that help companies deal with the challenges brought about by organisational change. Much of Steven’s work in business is based on creating a values-based culture. Steven has also created coach-training programmes for the Academy of Coaching and Training (ACT), accredited by the Association for Coaching in the UK.

Steven is one of very few certified Master Trainers of Neuro Linguistic Programming in the world and has a passion for helping people overcome assumed limitations to reach their full potential. He runs certified training courses in Public Speaking, NLP and Coaching across Europe and South America.

John Montgomery

John Montgomery is a conceptual artist, whiteboard animator, information product creator, business owner and published illustrator. With over 10 years' experience he works directly with acknowledged experts globally to bring their vision to a wider audience.

His clients include The Canadian Government, Hines, Johnson & Johnson, Cisco Systems, Comcast,, ILRI and CGAIR (capacity development and capacity building).

John is currently working on several 'Values' based projects for World Values Day plus a new coaching program, "From author to entrepreneur", which helps authors and creatives boost and automate their online income.

John's approach is best described on his own terms, in an illustration: