Strategy learned in the boardroom. Proven in the ledger.
Scale Theorem is the consultancy of Tommy Lie — built on eight-plus years of corporate strategy across superannuation, banking and M&A, and on service businesses grown to $25k–$100k months with the same method it now sells.
From aerospace engineering to growth engineering
Tommy's university years began in aerospace engineering before he switched to commerce — strategy, management and marketing — later adding a graduate certificate in statistics. The pattern stuck: take something complex, decompose it to first principles, and rebuild it as a system that can be measured.
His corporate career applied that pattern to some of the more heavily governed environments in Australian financial services. At Rest, one of Australia's largest industry superannuation funds, he moved from market research into strategic performance analysis — co-architecting the fund's Member Retention Strategy and building the fund's first commercial model linking advertising investment to revenue.
At Qudos Bank he worked at the sharpest end of enterprise strategy: preparing a three-year growth-by-merger corporate strategy, designing the bank's first enterprise-wide planning and prioritisation cycle, and helping stand up the joint Integration Management Office for a bank merger — ten workstreams, regulatory approvals, a member vote and Day-1 readiness on a critical path.
From 2023 onward, Tommy took the method into the founder economy. He led the transformation of a membership-based services business from $16k months at 20–30% margins to $100k cash-collected months at ~90% margins, fully online. He then co-founded a professional-education business in Singapore and led its strategy and growth: profitable in its first year, US$25k months at ~90% gross margin, zero external capital, zero paid media.
Scale Theorem packages that combination — enterprise-grade planning discipline and founder-grade growth systems — as a productised consultancy. Every service is a defined deliverable at a fixed fee. Everything gets accepted in writing. And the result is proven on your own numbers, not ours.
The path here
Founder & Director
Strategy and growth advisory for expertise-led service businesses: strategic planning and facilitation, growth systems designed, built and operated, and structured advisory & consulting — serving clients in Australia, Asia, the US, the UK and Europe.
Co-Founder — Strategy & Growth
Co-founded a B2C professional-education company and led strategy end-to-end: profitable in year one at ~90% gross margin with zero external capital; US$25k months within 12 months; close rates lifted to ~1.7x the industry benchmark on a redesigned, evidence-led sales process; AI adopted across the operating model.
Strategy & Transformation Consultant
Developed and implemented the three-year growth strategy that transformed the business from $16k months at 20–30% margins (in-person delivery) to $50–100k cash-collected months at ~90% margins (fully online) — service redesign, pricing restructure, segmentation-led offers and AI-based operational automation.
Strategic Business Analyst, Strategy & Transformation
Corporate strategy, enterprise transformation and the bank's merger program: the three-year growth-by-merger strategy, the first enterprise planning and prioritisation cycle (~50 initiatives into one board-visible portfolio), and co-establishing the joint Integration Management Office across ten workstreams to Day-1 readiness.
Market Research Analyst → Manager, Performance Analysis
Member insights and strategy for a fund serving ~2 million members: co-architect of the Member Retention Strategy (member attrition down 38%, net-flow position up 135% year on year), +12pts NPS through cross-functional remediation, and the fund's first advertising commercial model.
Strategic Marketing Consultant
Consulted the branch board on business and marketing strategy: three-year strategic plan endorsed by the board, the annual project portfolio delivered, and the branch's first marketing analytics and reporting capability established.
Where the method comes from
Bachelor of Commerce (Strategy, Management, Marketing), Deakin University · Graduate Certificate in Science (Statistics), University of New England · Mark Ritson Mini MBA in Marketing (ADMA).
Superannuation, banking, enterprise strategy and M&A integration — board papers, corporate scorecards, portfolio governance, planning cycles and commercial modelling, practised inside regulated institutions.
Service businesses built or transformed to $25k–$100k months at ~90% margins — outbound, offer design, sales systems, productised delivery and AI-based operations, run live in market.
Marketing Advisory Board Member, Deakin Business School (2019–2024) — advising the Department of Marketing on curriculum strategy and course reviews.
See what the method looks like on your numbers
Twenty minutes, no pitch deck. Bring your numbers, leave with the one constraint that is actually capping your growth.
Book an Intro Call →