MEASURABLE RESULTS
All our campaigns focus on the results that deliver the most value for your customers and accelerate your growth. Measuring the value to you and your customers is at the centre of our work.
MILITARY HERITAGE
Whilst our team have varied backgrounds, the Applied Influence Group idea was born out of military intelligence operations to influence life and death outcomes.
UNIQUE APPROACH
Our unique approach to influencing outcomes in complex B2B sales took nearly 10 years of military operations and 5 years working with some of the worlds biggest businesses to develop and codify.
EMMA DUTTON MBE
Emma served as an Engineer Officer in the RAF before transitioning to the influence capability of Military Intelligence. Emma led teams to collect life-saving information over five tours of Afghanistan and was honoured with an MBE in 2015. After a realisation that the same skills and methodology used to influence the Taliban were just as effective with the politicians and military commanders involved in the campaigns, Emma co-founded the Applied Influence Group. The goal was for others to benefit from everything learned influencing stakeholders under such unique and extreme conditions. Emma is a keen skydiver and although the pinnacle of military fitness has long been forgotten, tries to keep moving.
DR SUZANNE HARKINS
Suzanne has a varied career history with a common theme: understanding people to solve business and sales problems, and to create win-win solutions. After completing a PhD in Sociology, Suzanne specialised in strategic bid development, working in Ireland, Germany, and the UK. In recent years she has focused on technology innovation, connecting the dots between inventors, the technology, customers, and broader market forces. Suzanne volunteers her time as a Board Member of an environmental initiative, which has her doing everything from developing theories of change to organising parade floats. Occasionally she swims long distances across lakes and the sea.
EMILY BELTON
With a dedicated academic focus on the connections between language and human behaviour, Emily is currently pursuing an MA in Cross-Cultural Communication at Newcastle University, where her studies explore how the interplay of language, culture, identity, and communication shapes the way people interact and understand one another. A professional highlight for Emily was undertaking an internship for a Brazilian NGO ‘Museu da Pessoa’, where she researched international grant opportunities for the ‘Amazonian Indigenous Lives’ social project, preserving the traditions, ecological knowledge, and legends of the indigenous communities of the Brazilian legal Amazon. Emily enjoys learning about the different cultures of the world, climbing, and long-distance running.
JOYCE ODERA NWANKWO
Joyce holds an MSc in Behavioural Science from the London School of Economics and Political Science, focusing on the impact of technology on human decision-making. Her career includes business development roles across real estate, branding and advertising, and the United Nations (UNOWAS), where she interfaced with ECOWAS. Joyce seeks to leverage her expertise in human insights to enhance understanding of human behaviour and develop impactful solutions. Outside of work, she enjoys connecting with people, exploring diverse cultures, and spending time in nature.
JASPER SMALLENBROEK
Jasper brings broad experience across Business Development, Partnerships, and go-to-market strategy. He has driven hands-on execution in early-stage start-ups and scale-ups and has also held strategic Business Development roles within large multinationals. Having utilised the Applied Influence methodology in his previous roles, he has joined us from Accenture. Outside of work, Jasper enjoys a wide range of hobbies, including climbing, hillwalking, and various DIY projects.
NIKKI RANA
Nikki holds a Global Masters in Management from the London School of Economics and Political Science with an exchange at Bocconi University, where she pursued an interdisciplinary curriculum spanning managerial economics, consumer neuroscience, marketing analytics, business ethics, and luxury brand management. Her studies explored how combining these varied disciplinary perspectives can decode and influence complex business and consumer decisions. Outside of work, Nikki enjoys learning new languages, climbing and weightlifting.
LYNETTE PEARCE
Lynette joined AIG after a 30-year career in the Police Service, which included significant experience in Hostage and Crisis negotiation. She led many national and international operations including counter terrorism and kidnap situations, where she was at the centre of influencing multiple international government organisations to avoid loss of life. She finished her career as Director of Training for the UK’s Hostage and Crisis capability, which included training 200 negotiators per year and upskilling her Japanese counterparts ahead of the 2020 Olympics. Lynette lectures in behaviour change and public health, is learning to play the drums and has a penchant for a cycling a very long way.
NICKY HURDLEY
Nicky had a 30 year career with Thames Valley Police where she achieved the rank of Detective Chief Inspector gaining considerable experience in the investigation of Serious and Major Crime including Counter Terrorism (CT). During that time she also held a voluntary role as a Hostage and Crisis Negotiator becoming involved in National and International Training and was responsible for the training of UK Negotiators across 18 Forces to respond to a Terrorist Attack, collaborating closely with Government and Military Partners. Following her policing career, Nicky continues to share her knowledge and experience of negotiation tactics delivering training to corporate professionals, University Security Teams and Legal Experts, and continues to travel overseas to deliver advanced negotiation skills to Police. Beyond her professional commitments, Nicky likes to travel and sings in a Tuneless Choir to raise the endorphins.
DAVID HAWKINGS
David brings over 25 years of leadership experience building a number of high growth, scale-up enterprises with-in the Advanced AI Predictive Analytics, Software and Consulting sectors. He has worked with Retail, Consumer Products, Manufacturers, Media, Brands and Hospitality focused companies during his career. David has a portfolio of NED roles and will help AIG to further develop it’s growth and business strategy.