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Dr. Grant Van Ulbrich

Founder and Chairman at The PCM Company

London, United Kingdom

Dr. Van Ulbrich’s career spans 20+ years working globally in leadership roles within sales, operations, and revenue divisions within the cruise and hospitality industry.

Having been featured in FORBES, Cover Entrepreneur’s 2024 Person of the Year, Your Business, Microsoft News and global media for his work in sales transformation and pioneering personal change management, London is his homebase. He continues his work helping global organisations excel in the areas of transformational leadership, executive coaching, sales transformation, and change management. He is the first member in the hospitality industry to graduate both with the MSc Leading Sales Transformation and becoming the first Doctor of Professional Studies in Sales Transformation both through the Consalia Sales Business School and Middlesex University.

Grant is a Founding Fellow of the Institute of Sales Professionals, a Fellow of the Institute of Training & Occupational Learning (ITOL), and a visiting fellow at Cranfield University School of Management. He is an I.L.M. Certified Sales Coach, a TEDx and keynote speaker, and is the founder of The PCM Company, whose sole purpose is to help people learn how to transform their lives through pioneering personal change models, consultancy, accreditation, and app technology.

Available For: Consulting, Influencing, Speaking
Travels From: London, United Kingdom
Speaking Topics: Personal Change Management and Transformational Leadership

Dr. Grant Van Ulbrich Points
Academic 50
Author 71
Influencer 0
Speaker 10
Entrepreneur 20
Total 151

Points based upon Thinkers360 patent-pending algorithm.

Thought Leader Profile

Portfolio Mix

Company Information

Company Type: Company
Business Unit: Change Management
Theatre: UK, EMEA, USA
Minimum Project Size: $10,000+
Average Hourly Rate: $200-$300
Number of Employees: 1-10
Company Founded Date: 2022

Areas of Expertise

Behavioral Science 36.89
Business Strategy 31.88
Change Management 34.55
Design Thinking 30.39
Entrepreneurship 31.17
Future of Work 31.30
Innovation 30.61
Transformation 35.47

Industry Experience

Consumer Products
Cross Industry
Federal & Public Sector
Financial Services & Banking
Healthcare
High Tech & Electronics
Higher Education & Research
Hospitality
Professional Services
Retail
Travel & Transportation

Publications & Experience

1 Article/Blog
Change Keeps Arriving From the Top. The Piece to Manage It Is Emerging in the Background
Medium
September 14, 2026
What the Research Keeps Finding, Year After Year
Here is the part that should trouble every executive reading a transformation deck this autumn. The 70 percent failure rate for major change and transformation programmes has been quoted since McKinsey first surfaced it over a decade ago. It has barely moved since.

McKinsey’s own 2026 State of Organizations research names what it calls the optimism gap. Just over half of leaders expect their current transformation efforts to succeed. Eighty eight percent of organisations say they are actively deploying AI, yet the gap between deployment and actual impact keeps widening. McKinsey is explicit that this is not a technology problem. It is an organisational one, and it is rooted in what the report calls human centric leadership, or the lack of it.

Dr Grant contributes weekly articles on Medium:

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Tags: Behavioral Science, Change Management, Future of Work

1 Book
Transforming Sales Management: Lead sales teams through change
Kogan Page
May 03, 2023
Global sales management and transformation leader Grant Van Ulbrich makes a compelling case for tackling this issue using an innovative change management model designed with sales teams in mind. Transforming Sales Management begins with an overview of sales management, sales transformation and change management. Showcasing the issues of organization-focused frameworks in today's current sales atmosphere, the book makes a case for a bottom-up change management model: SCARED SO WHAT.

Transforming Sales Management takes readers through the implementation of the model used at various Fortune 100 groups, universities and institutions, detailing the framework in two parts: SCARED (Surprise, Champion/Conflicted, Action, Receptive/Rejective, Explore, Decide) and SO WHAT (Strategy, Options, Way forward, Hope, Actions, Taking ownership). The author explains the emotional impact of change and why it's important to critically reflect and focus on actions before making a decision and responding to it.

The book applies the model to complex sales situations and provides useful support tools to help readers react when confronted with change. Readers will learn how to help their sales teams navigate corporate rollouts, changes to organizational design, the implementation of new technologies, rejection of sales opportunities and changing customer expectations.

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Tags: Business Strategy, Change Management, Future of Work

1 Book Chapter
Transformational Sales Leadership: Sales Leader Perspectives
Routledge
April 26, 2024
Dr Grant Van Ulbrich contributed a chapter to this unique book where 12 global sales leaders joined each to contribute a chapter. Chapter 3: Coaching salespeople through personal change: Redemption for Willy Loman.

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Tags: Change Management, Future of Work, Transformation

1 Founder
Founder of PCM and Scared So What - Igniting a Spark
International Journal of Sales Transformation
May 26, 2020
Featured in the International Journal of Sales Transformation, Dr Grant Van Ulbrich shared how the PCM Scared So What methodology came to fruition.

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Tags: Change Management, Entrepreneurship, Innovation

1 Keynote
TEDx How can you manage personal change? By Dr Grant Van Ulbrich
TEDx
August 08, 2023
Dr Grant Van Ulbrich shares his TEDx Imperial College debut with his innovative story on how one can manage personal change with the 1st bespoke PCM methodology called SCARED SO WHAT.

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Tags: Change Management, Design Thinking, Future of Work

1 PhD Degree
Doctor of Sales Transformation
Association of Project Management
September 22, 2025
Dr Grant Van Ulbrich is the first to complete the masters in leading sales transformation and a doctorate in sales transformation in conjunction with the Consalia Sales Business School of London and Middlesex University. He pioneered the 1st Personal Change Management (PCM) active methodology called SCARED SO WHAT and has since turned this into a global field of work between Organisational Change Management and Global Wellbeing.

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Tags: Behavioral Science, Change Management, Transformation

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