Our Story
Our Story
Our Story
Trueline Partners exists because too many transformations fail for the same reason: nobody tells the truth until it is too late.
We do not write 200 page reports that nobody reads. We do not sell software. We do not have a methodology that takes six months before we tell you anything useful.
What we do is simple. We go in, look at your programme, and tell you what we see. If it is good, we say so. If it is not, we tell you why and what to do about it.
Our Approach
The success of a transformation rarely depends on a single decision. It depends on leaders having a clear view of reality. Are we solving the right problem? Are people aligned? Do we have the capability to deliver? Are emerging risks being understood and addressed? Trueline helps leaders answer those questions by providing an independent view of the conditions that influence success, enabling more informed decisions and greater confidence in the path ahead.
Experience earned where transformation outcomes matter.
Our experience was earned leading complex transformations where outcomes mattered, investments were significant, and executive decisions carried real consequences. Across aviation, financial services, government, and higher education, we have delivered major change initiatives, recovered challenged programs, and helped organisations improve confidence in their ability to execute and realise value.
Trueline was established to address a gap we repeatedly observed throughout our careers. Executives were being asked to make significant decisions about transformation investments without access to truly independent evidence. Most advice came from delivery partners, implementation vendors or organisations with a vested interest in a particular outcome. Few organisations were providing objective assurance focused solely on helping leaders understand whether a transformation was positioned for success. Trueline was created to provide that perspective.
Our Approach
Our Approach
The success of a transformation rarely depends on a single decision. It depends on leaders having a clear view of reality. Are we solving the right problem? Are people aligned? Do we have the capability to deliver? Are emerging risks being understood and addressed? Trueline helps leaders answer those questions by providing an independent view of the conditions that influence success, enabling more informed decisions and greater confidence in the path ahead.
Experience earned where transformation outcomes matter.
Founder Bios
Wael Hayek
Wael Hayek is a transformation advisor and co-founder of Trueline Partners. He brings more than 20 years of experience leading complex technology and business change initiatives across government, higher education, aviation, and commercial sectors.
Wael has built a reputation for bringing clarity and control to complex delivery environments particularly where programs face uncertainty, competing priorities, or execution challenges. He has led multi million dollar transformation portfolios, recovered distressed programs, and guided executive teams through critical investment and delivery decisions.
His expertise spans transformation governance, program recovery, technology modernisation, vendor management, operating model change, and delivery assurance. Combining strategic oversight with deep execution experience, Wael helps organisations identify risks early, focus investment on what matters most, and improve confidence in transformation outcomes.
Today, Wael applies this experience to help leaders build confidence in transformation decisions before they commit significant funding, resources, or organisational energy.
Max Zakipoor
Max Zakipoor is a co-founder of Trueline Partners and a transformation leader with more than 20 years of experience leading complex enterprise change across financial services, aviation, higher education, government, and infrastructure.
His career has focused on helping organisations make better transformation decisions by improving visibility, strengthening governance, and increasing confidence in delivery outcomes. He has successfully recovered challenged programs, established enterprise portfolio management and benefits realisation frameworks, and led large-scale transformation initiatives spanning operating model change, digital modernisation, customer transformation, and organisational capability uplift.
Max combines deep expertise in delivery governance and execution with a strong understanding of the human factors that influence transformation success. Through Trueline, he helps executive teams gain an independent view of readiness, risk, and delivery health, enabling more informed decisions and greater confidence in transformation outcomes.
Max Zakipoor
Max Zakipoor
Max Zakipoor is a co-founder of Trueline Partners and a transformation leader with more than 20 years of experience leading complex enterprise change across financial services, aviation, higher education, government, and infrastructure.
His career has focused on helping organisations make better transformation decisions by improving visibility, strengthening governance, and increasing confidence in delivery outcomes. He has successfully recovered challenged programs, established enterprise portfolio management and benefits realisation frameworks, and led large-scale transformation initiatives spanning operating model change, digital modernisation, customer transformation, and organisational capability uplift.
Max combines deep expertise in delivery governance and execution with a strong understanding of the human factors that influence transformation success. Through Trueline, he helps executive teams gain an independent view of readiness, risk, and delivery health, enabling more informed decisions and greater confidence in transformation outcomes.
Wael Hayek
Wael Hayek is a transformation advisor and co-founder of Trueline Partners. He brings more than 20 years of experience leading complex technology and business change initiatives across government, higher education, aviation, and commercial sectors.
Wael has built a reputation for bringing clarity and control to complex delivery environments particularly where programs face uncertainty, competing priorities, or execution challenges. He has led multi million dollar transformation portfolios, recovered distressed programs, and guided executive teams through critical investment and delivery decisions.
His expertise spans transformation governance, program recovery, technology modernisation, vendor management, operating model change, and delivery assurance. Combining strategic oversight with deep execution experience, Wael helps organisations identify risks early, focus investment on what matters most, and improve confidence in transformation outcomes.
Today, Wael applies this experience to help leaders build confidence in transformation decisions before they commit significant funding, resources, or organisational energy.
John Farrow - Principal Consultant
John is a transformation consultant at Trueline Partners with more than 25 years of experience leading major ICT and business change initiatives across financial services, insurance, logistics and warehousing, manufacturing, government, telecommunications and payments, in both the UK and Australia.
His background spans business strategy development and re-alignment, merger and acquisition support for major corporations, and the practical application of agile and lean methods to transform the business and technology sides of an organisation. He coaches, trains and mentors leaders and teams in the practices that underpin successful, self-sustaining transformation.
Certifications:
Certified ScrumMaster (CSM)
SAFe SPC (SAFe Program Consultant)
XSCALE Partner
Lean Business Practitioner
Lean 6S
NLP (Neuro-Linguistic Programming)
He is known for adapting new approaches quickly, resolving issues at every level of an organisation, and for his strong analytical and stakeholder-management skills. John believes firmly in paying it forward — helping teams and organisations adopt a more agile, self-organising way of working that builds lasting capability rather than dependence on outside help.
Today, John applies this experience to help Trueline's clients build confidence that their transformation investments are genuinely positioned to succeed.
Our Consultants
Trueline's work is delivered by senior practitioners who have led major transformations themselves not by junior teams or graduates.
Wael Hayek
Wael Hayek is a transformation advisor and co-founder of Trueline Partners. He brings more than 20 years of experience leading complex technology and business change initiatives across government, higher education, aviation, and commercial sectors.
Wael has built a reputation for bringing clarity and control to complex delivery environments particularly where programs face uncertainty, competing priorities, or execution challenges. He has led multi million dollar transformation portfolios, recovered distressed programs, and guided executive teams through critical investment and delivery decisions.
His expertise spans transformation governance, program recovery, technology modernisation, vendor management, operating model change, and delivery assurance. Combining strategic oversight with deep execution experience, Wael helps organisations identify risks early, focus investment on what matters most, and improve confidence in transformation outcomes.
Today, Wael applies this experience to help leaders build confidence in transformation decisions before they commit significant funding, resources, or organisational energy.
Our Consultants
Our Consultants
Trueline’s work is delivered by senior practitioners who have led major transformations themselves.
Trueline’s work is delivered by senior practitioners who have led major transformations themselves.
John Farrow - Principal Consultant
John Farrow - Principal Consultant
John is a transformation consultant at Trueline Partners with more than 25 years of experience leading major ICT and business change initiatives across financial services, insurance, logistics and warehousing, manufacturing, government, telecommunications and payments, in both the UK and Australia. His background spans business strategy development and re-alignment, merger and acquisition support for major corporations, and the practical application of agile and lean methods to transform the business and technology sides of an organisation. He coaches, trains and mentors leaders and teams in the practices that underpin successful, self-sustaining transformation.
John is a transformation consultant at Trueline Partners with more than 25 years of experience leading major ICT and business change initiatives across financial services, insurance, logistics and warehousing, manufacturing, government, telecommunications and payments, in both the UK and Australia. His background spans business strategy development and re-alignment, merger and acquisition support for major corporations, and the practical application of agile and lean methods to transform the business and technology sides of an organisation. He coaches, trains and mentors leaders and teams in the practices that underpin successful, self-sustaining transformation.
Certifications
• Certified ScrumMaster (CSM) • SAFe SPC (SAFe Program Consultant) • XSCALE Partner • Lean Business Practitioner • Lean 6S • NLP (Neuro-Linguistic Programming)
• Certified ScrumMaster (CSM) • SAFe SPC (SAFe Program Consultant) • XSCALE Partner • Lean Business Practitioner • Lean 6S • NLP (Neuro-Linguistic Programming)
He is known for adapting new approaches quickly, resolving issues at every level of an organisation, and for his strong analytical and stakeholder-management skills. John believes firmly in paying it forward — helping teams and organisations adopt a more agile, self-organising way of working that builds lasting capability rather than dependence on outside help. Today, John applies this experience to help Trueline’s clients build confidence that their transformation investments are genuinely positioned to succeed.
He is known for adapting new approaches quickly, resolving issues at every level of an organisation, and for his strong analytical and stakeholder-management skills. John believes firmly in paying it forward — helping teams and organisations adopt a more agile, self-organising way of working that builds lasting capability rather than dependence on outside help. Today, John applies this experience to help Trueline’s clients build confidence that their transformation investments are genuinely positioned to succeed.
We do not deliver transformation programs.
We do not sell technology solutions.
We do not recommend implementation partners.
We do not receive referral fees.
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