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Edwin Lee

Edwin Lee

Edwin is a business strategist with experience spanning a mosaic of diverse industries. He has a sharp analytical mind that can navigate through executional details while keeping a trained eye on the big picture. During his consulting career, he has led numerous strategic planning engagements for initiatives spanning digital experience design, customer relationship management and call center optimization. He has led teams of strategists, business analysts, system analysts and analytics specialists on the development of business strategy, feature set roadmapping, process re-engineering, performance measurement and economic modeling for business cases. His past clients have included such Global 1000 companies as Aviva Insurance, Medtronic, Newell Rubbermaid and OfficeMax. Prior to Idea Couture, he was Associate Director of Strategy at Blast Radius (a WPP company). Previously, he served major enterprises during tenures at Andersen and salesforce.com. He holds an MBA from the Ivey Business School at the University of Western Ontario and a Bachelor of Commerce from the University of Toronto.

Recent Posts

  • August 6, 2009 in Art and Culture, Social Media, Web
    Logo backlash: The university of ‘pew pew’?

    The University of Waterloo was preparing for a dramatic rebranding initiative when its new logo was prematurely leaked – to a tidal wave of derision from students and alumni. As you can see below, the new logo is a dramatic departure from the more traditional current incarnation on the left.     Students, alumni and others have adopted a full-court press fueled [...]

  • July 23, 2009 in Articles, Experience Design, Service Design, Social Media, Technology, Web
    “Thank you for tweeting Best Buy…how can I help you?”

        My hat is off to the folks at Best Buy for their gumption and audacious embrace of social media. Case in point, this week saw the launch of twelpforce, a twitter-based service where anyone can tweet customer service-related questions to @twelpforce that are then answered by any of the hundreds of Best Buy store employees who have [...]

  • June 26, 2009 in Art and Culture, Articles, Social Media, Web
    Jeff Goldblum and how Twitter is no CNN just yet

    ‘R.I.P. MJ and Farrah’. These were inescapable words that echoed throughout globe on June 25, 2009. Aside from the stories of these untimely passings, there were many stories about the stories, and the role of social media as a broadcast medium. Recently, we’ve been hearing substantial chatter about how social media such as Twitter is supposedly [...]

  • May 22, 2009 in Articles, Experience Design
    When problem solving, free yourself from paper constraints

    To many, the phrase ‘thinking outside the box’ has become an example of banal business-speak that gives management advisers the counter-intuitive reputation of NOT being imaginative in their thinking (don’t get me started on ‘adding value by leveraging synergies’). When executed well however, it’s one of the most invaluable services that advisers can lend to [...]