About Us
Helping Professional Services Teams Succeed.
Experience-based learning for Professional Services teams.
Foundations of Excellence: why J21A was established
Something happened to Professional Services.
It used to be the team that went out and solved the problems that the client had discussed with Sales. PS practitioners helped clients not just adopt technology, but embrace meaningful, beneficial change – across people, processes, and technology.
Today, however, many PS teams are restricted to narrow tasks like installing, integrating, and configuring software. Practitioners often work remotely and in isolation, following rigid implementation guides instead of truly consulting to solve problems. Worse yet, success is increasingly measured by billable hours rather than actual client outcomes. As a result, many talented professionals have left, seeking roles where they feel more valued, and PS teams are being downsized as CFOs seek to minimise costs.
The result? Client problems go unsolved, and the value of products and services diminish alongside. Churn risk increases and growth stalls.
J21A was founded, by Steve Beckley and Martin Roxby, to reverse this trend. It’s time to put the ‘professional’ back into Professional Services, helping teams elevate their role from mere implementers to trusted, strategic partners. Our approach is designed to empower PS teams to focus on what truly matters – delivering client value and driving successful transformations.







Professional Services Primer Series
By Steve Beckley & Martin Roxby
J21A Publications
J21A Publications produces books and papers designed to help Professional Services Leaders and Practitioners develop their knowledge and understanding of key aspects of running a successful PS business.
Professional Services Primer Series:
Commercial Understand for PS Leaders & Practitioners
Strategy & Leadership for Professional Services
Project Management for Non-Project Managers



Whitepapers
The Professional Edge Skills & Knowledge (PESK) Framework Overview

Events
J21A attended PropelX in London in 2025. Both founders were invited to deliver a talk entitled:
Steering Through the Storm: Building Strategy in a World That Won’t Sit Still

People Who Love Our Place
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Our Publications
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