About

Why I Built Innovay

From extensive insight into innovation-led product businesses, I saw that SME leaders with visionary growth ambitions often lack the resources and the need for a permanent strategy lead, and are already operating with teams that are overstretched.

Innovay provides on-demand strategic expertise exactly when needed, helping transform strategic vision into action without the burden of long-term commitment and overheads.

A woman with shoulder-length hair, wearing earrings and a light-colored sweater, resting her chin on her hand in a black-and-white portrait.

Who I Am

Jo Mitchell

I established Innovay to tackle big, knotty problems - to chart a path through uncertainty and ambiguity and guide organisations through change.

My experience spans business, product, commercial and operational strategy, ensuring solutions and execution align with strategic objectives. With 18 years in design engineering and strategic leadership at Dyson Ltd, I bring deep expertise in product development and cross-functional delivery in complex and ambiguous environments, enabling me to integrate quickly and effectively into each partnership.

An Executive Master’s in Strategic Change Leadership underpins my practice, grounding my approach in strategy and change methodologies and frameworks across societal, organisational and individual contexts, and shaping the practical frameworks I use today.

Across a variety of industries, my work has centred on premium and luxury consumer goods and experiences spanning product proposition, customer insight, product quality, pricing, shopper journey, and end-to-end experience.

Founder

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Why Partner With Innovay

    • Business, Product, Commercial & Operational strategy

    • Premium and luxury consumer goods and services

    • Market growth and diversification: across business and product portfolios

    • Cross-functional alignment and delivery

    • Ground-up business case building

    • Strategic sense-making

    • Multi-lens analysis and synthesis

    • Scenario modelling, strategic planning and roadmap development

    • Governance and system design

  • Collaboration, impartiality and clarity guide what I do. Through open dialogue and transparent partnerships, I bring an independent, evidence-led lens to address challenges and maximise opportunities.

    I cut through noise, make trade-offs explicit, and express decisions simply so everyone understands what matters and why

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