Martyn Richard Jones is primarily known as a strategist. He is also a consultant and author. His expertise lies in the fields of data and information architecture. Additionally, he is involved in business strategy and Artificial Intelligence (AI).

Here is a summary of the public perception and professional profile:

1. Professional Background and Expertise

• Focus Areas: He is frequently described as a “data contrarian” or “data evangelist,” specializing in applying data and information strategies to drive business insights and respond to strategic challenges. His expertise includes Project Management, Risk Management, Big Data, AI, and Analytics.
• High-Level Experience: His biography highlights work with numerous large, well-known, and complex organisations globally, including Shell, UBS, Credit Suisse, Pfizer, HP, Nissan, and various governmental and EU entities. This suggests a career working at a high level of enterprise data and strategy consultation.
• “To What Ends?”His professional philosophy, as expressed in his writings, often centres on a confrontational principle he calls “To what ends?”—a provocative question intended to cut through technology hype and ensure clarity of purpose in high-stakes data projects.

2. Company – Good Strategy (GoodStrat)

• Nature of Business: GoodStrat appears to be the name of his professional consultancy and his popular blog/writing platform. The website/blog, GoodStrat.com, is used to share his strategic insights, articles, and promote his books.
• The Name: Jones himself describes the name of his website in one book as: “Ah, GoodStrat.com, a website that sounds like it should be selling laminated PowerPoint templates to underqualified middle managers, but is in fact the [site for his writing].” This suggests a self-aware, somewhat cynical, or ironic tone in his professional presence.

3. Writings and Public Tone

• Author: Jones has authored several books related to data, strategy, and leadership, including Good Leader/Bad Leader and The goodstrat.com Reader.
• Writing Style: His writing is often described as hard-hitting, direct, simple, fundamental, and sometimes polemic or combative. He incorporates humour, irony, and cynicism to challenge common industry practices and “hype cycles.” He has stated this combative style is deliberate, intended to provoke deep thought.

Summary of Public Perception

The available information points to Martyn Richard Jones having a long and senior career as an enterprise data and strategy consultant with a strong, opinionated, and non-traditional voice in the industry.

He is seen as an industry veteran who prioritises fundamental business purpose over technological trends. His public reputation is built on his work with major corporations and his distinct, challenging writing style in the fields of data, information, knowledge, and AI.