From High-Performance Sports to High-Performance Organizations
For more than two decades, I’ve been obsessed with one question:
What separates those who win from those who don’t?
As a national-level volleyball coach and architect of successful multi-team sports programs, I’ve seen firsthand what it takes to build high-performing operating models - from individual teams to entire organizations.
In senior roles across both consulting and industry I applied those same principles to help organizations craft strategy, lead transformation, and deliver results.
Over time, a pattern became clear:
Winning - whether in sport or business - is never random.
It’s the result of a well-designed system that aligns culture, people, leadership, and execution. That’s what separates consistent performers from one-hit wonders.
How to Win is a strategy and performance advisory that helps organizations redesign how they work - so they can win more often, with less friction.
We bring the proven practices of championship teams into the business world - aligning strategy, culture, leadership, and execution into one high-performing system.
When everything works together, you don’t just win games.
You win markets. You win talent. You win the future.
Let’s design the system. Let’s win the game.
About The Founder
How to Win Advisory was founded by Paul Craig, a national-level volleyball coach turned strategic advisor who built a career in business transformation and strategy consulting — including leadership roles at Deloitte and IBM.
While coaching Scotland’s Women’s National Volleyball Team and contributing to Team GB’s 2012 Olympic Volleyball preparation, Paul saw clear parallels between elite sport and high-performing organizations. That insight led to the creation of The Winning System — a framework that aligns strategy, leadership, and execution to enable sustainable, superior performance.
With over 25 years of experience across North America and Europe, Paul has guided executive teams through defining moments of growth, transformation, and innovation. His strength lies in connecting strategy to execution — helping leaders turn bold ideas into lasting impact.
A recognized thought leader on strategy and digital transformation, Paul has collaborated with the University of Calgary’s School of Public Policy and contributed insights to national newspapers and business publications.
A lifelong athlete and former national team volleyball player and coach, Paul brings a high-performance mindset to every arena. He currently serves on the Board of Volleyball BC and the West Vancouver Lawn Bowling Club, where he also competes at the provincial level.
Paul holds an MBA in Organizational Behaviour from the University of Strathclyde (UK), a BA (Hons) in Strategy from Napier Business School (UK), and has completed Executive Leadership studies at Harvard Business School.
He lives in North Vancouver with his wife, daughter, and two fur-sons — where winning today means balance, connection, and continuous growth.
At How to Win, we help organizations win by design — not by chance.