who we are

the beginning

this fluid world was founded in 2009 because of our belief that success in a volatile business environment requires organisations to have a fluid understanding of business, fluid strategies, and the ability to act in a fluid way. since our beginnings, we are proud to have worked on ground-breaking projects, and built a business trusted by many global brands

the fluid network

one of the founding principles of this fluid world is the need to agnostically and continuously monitor the external and internal environment, identify what is relevant to an industry and its organisations, understand the implications, and act appropriately

to power this, we tap into the fluid network, a constantly evolving human bank of senior professionals and experts in their fields. contributors come from organisations across industries, brands and functions, as well as academic institutions. all have one thing in common: they are motivated by acquiring the knowledge to understand today’s changes, and by finding solutions to complex business problems

liri andersson

at the heart of this fluid world is liri andersson. liri’s experience spreads across nations, industries, brands, disciplines and business problems. her contributions in the areas of strategy, innovation, marketing and organisational management are a testament to the breadth of her experience, talent and energy

liri was born in Albania to Swiss and French parents, grew up in Sweden, and studied in Ireland and Spain. she has worked in Belgium, the Netherlands, France and the US, and is now based out of London. with her ’round-the-world-ticket’ background, fluency in four languages, and intuitive understanding of cultures and people, she was destined to work in international business

liri’s experience in a broad range of industries has proven invaluable to the many global brands she has worked with over the past 20 years, including: General Mills, L’Oréal, Nestlé, Danone, GSK, Cisco, Yahoo!, WPP, Ogilvy and MediaCom. her positive impact on the brands she collaborates with attests to her unparalleled understanding of the global and challenging business environment, the impact of emerging technologies, the increasingly demanding needs and changing behaviours of customers, the mechanics of large and complex organisations, and the requirements for positive change management

with her 360° thinking and experience, and her unique ability to unite solid strategic thinking with effective operational execution, liri brings entirely innovative perspectives and solutions to the challenges of enabling commercial and organisational success

liri holds an MBA with a specialisation in Strategy and Management, and a BA in Marketing. she has researched disruptive technologies at INSEAD, been published in magazines such as Fortune and Harvard Business Review, and is a guest lecturer at INSEAD’S prestigious executive business programme, amongst other academic institutions