Claire Etchells

I've led transformations worth hundreds of millions at Amazon, Expedia and Lloyds Banking Group. The ones that underdelivered all made the same mistake: they didn't invest enough in the people. McKinsey found that 70% of transformations fail, and I've seen exactly when and why. I'm a transformation and change consultant with 25 years of experience leading complex, large-scale programmes across 28 countries. I founded Sibb Loom to do this differently, with people at the centre from day one, not as an afterthought. I help you get to launch and through to adoption so you deliver the ROI you planned for, not just the technology you paid for. Real transformation happens through people, not despite them. The organisations that see ROI from AI and digital change are the ones who plan for behavioural shifts from day one.