There are some conversations that stay with you long after the microphones are switched off.
My recent podcast episode with Samir Sharma, founder of Datazuum and long time business partner of Omniadigital, was one of those moments. Samir has a way of taking the often messy world of data and AI and turning it into something that feels human, practical and full of possibility.
What struck me most was how aligned our philosophies are. At Omniadigital we talk a lot about value, clarity and purpose. Samir lives and breathes those same principles. His back story says it all. He learned early in his career that data work only matters when it connects to real business outcomes. Not dashboards for the sake of dashboards. Not technology for the sake of technology. Real decisions. Real impact. Real change.
Samir’s story about walking into a room full of technical teams and business teams who were speaking completely different languages made me smile. I have been in those rooms too. The frustration. The confusion. The sense that everyone is working hard but not together. His decision to stop the meeting and reframe the entire conversation around decisions and business questions is exactly the kind of leadership we champion.
At Omniadigital we take the same approach. We start with people. We start with purpose. We start with the decisions that matter. Only then do we look at the data, the processes and the technology that will support those decisions. It is why our clients trust us to guide them through transformation programmes that actually transform.
Samir’s new book – The Strategy Canvas, bring structure to something many organisations struggle with. How do you turn ambition into action? How do you move from ideas to measurable outcomes? How do you build a culture that understands data and embraces AI with confidence rather than fear?
What I loved most about our conversation was the reminder that data and AI are not abstract concepts. They are tools that help people do their jobs better. They help leaders make clearer decisions. They help teams work smarter. They help organisations become more resilient and more responsive to change.
That is why our partnership with Samir works so well. We share the same belief that transformation is not about technology. It is about clarity, communication and culture. It is about giving people the confidence to act. It is about building organisations that know what they want to achieve and have the tools to get there.
Samir’s canvas helps teams align on:
- Business goals and value drivers
- Data use cases and prioritisation
- Capabilities and operating model
- Governance and risk
- Technology and architecture
- People, culture, and change
About the Author
Lucy Lynch is a Fractional Chief of Staff at Omniadigital, working closely with leadership teams to ensure strategy, delivery, and execution remain tightly aligned. She operates at the intersection of planning and action, helping organisations focus on what matters most and translating intent into coordinated, high-impact outcomes.
In her role, Lucy partners directly with the CEO to drive strategic transformation initiatives aligned to long-term business objectives. She plays a central role in orchestrating delivery across projects, accounts, and stakeholders, ensuring momentum is maintained and priorities are executed effectively as the organisation grows.
Lucy also leads on brand development and market positioning, strengthening Omniadigital’s visibility and competitive edge through clear messaging and purposeful engagement. Alongside this, she is instrumental in building and nurturing a data-led community, creating curated events, roundtables, and thought-leadership forums that connect practitioners, leaders, and partners around shared challenges and opportunities.
A key part of Lucy’s work involves leveraging academic and research partnerships to help deliver future-ready, evidence-based solutions tailored to client needs. This ensures that innovation is grounded in insight, rigour, and real-world applicability.
Lucy thrives where strategy, people, and possibility meet. She brings clarity, structure, and energy to complex environments, helping organisations remain aligned, agile, and prepared for what’s next.
