Faizan Siddiqi
Principal, Transformation & Advisory

Bring one hard problem. Leave with a decision.

For nearly ten years I've mentored founders inside Google's startup accelerators, and for twenty I've run operations, turnarounds and transformations across Canada, the United States, the Gulf and South Asia. That work is now available directly: sixty minutes at a time, or by the mandate.

Founders and Canadian SMEs book directly. Enterprise starts with a free 30-minute call.

Faizan Siddiqi
Faizan Siddiqi
Principal, Transformation & Advisory
in
Based in the Greater Toronto Area. Works with clients globally.

Two decades of operating roles, built inside these organizations.

General Electric KPMG Afiniti Tyco International Verizon Jang Media Group TCS Holdings TRG

I. Frozen

Every engagement starts somewhere cold.

A stalled decision, a plan nobody believes, a team waiting for permission. Most problems arrive frozen.

Ways to work together

Three ways in, depending on who you are.

Same preparation, same directness, same person on the call. What changes is the size of the decision, and the price follows it: one founder, a whole leadership team, or a board. Enterprise opens with a free thirty-minute fit call, then $1,000 for the first sixty minutes.

Founders and startups

The sixty-minute diagnostic

$250 CADsixty minutes, paid up front, no retainer

You bring the thing that's genuinely stuck: a stalled funnel, pricing you can't defend, a board losing patience, a co-founder problem, or an AI feature you can't tell is a product or a demo. We spend the sixty minutes on it.

  • Sixty minutes on video, booked directly
  • You write the problem first; I read it before we speak
  • Written summary within a business day
  • Book again only if it earned it
Canadian small and mid-sized businesses

The working session

$450 CADfor sixty minutes, or blocks of sixty

For owner-operators and leadership teams who have built something real and hit the ceiling of what got them here. Succession, the first professional hire, systems buckling under growth, an offer on the table, or a technology plan you're being sold and can't evaluate.

  • One or two sixty-minute sessions, remote or in the GTA
  • Bring your whole leadership team, one price
  • Notes and a recommended sequence after
  • Blocks of sixty-minute sessions for a monthly cadence
Enterprise and institutions

Scoped mandates

$1,000 CADfirst sixty minutes, then scaled to need

Board and CEO advisory, transformation programs, market entry, transaction support, and interim executive mandates for banks, insurers, listed groups, family offices and government-adjacent organizations.

  • A free 30-minute fit and scope call first
  • First sixty minutes $1,000, with a written recommendation
  • Then scaled to need, or pay for performance
  • Terms in a short memorandum before work starts

What the sixty minutes are actually for

These are the sentences people open with.

If one of them is close to something you've said out loud in the last month, sixty minutes will be worth more to you than another quarter of thinking about it.

“We raised a seed round and the growth we promised isn't there.”

“Everyone tells me we should be using AI. I can't tell what's real.”

“Our best operator is leaving and almost nothing is written down.”

“Someone has offered to buy the business and I don't know if it's a good offer.”

“The team has doubled and the systems that got us here are breaking.”

“We're profitable in Canada and have no idea how to enter the US or the Gulf.”

“The board has lost confidence in the plan and I need a defensible one.”

“Two of my leaders disagree and I've become the permanent tiebreaker.”

“We've spent eighteen months on a transformation and I can't see what it bought.”

“I need someone who has actually done this to tell me whether I'm wrong.”

II. The thaw

Then the wind changes.

A chinook can lift the temperature by twenty degrees in a few hours. The right conversation can move a business just as fast.

Google for Startups Accelerator

Nine years of mentoring, several hundred founders, sixty minutes at a time.

The session you can book is not a new product. It is the format I have been running for Google's accelerator founders since 2017.

In 2017 I joined the initial mentor cohort of what was then the Google Developers Launchpad Accelerator, and spent that summer in San Francisco working with more than thirty growth-stage companies. The program has since become the Google for Startups Accelerator, and I have kept mentoring through it across cohorts in North America, Southeast Asia and the wider region, for close to a decade.

A few of the companies I sat with went on to unicorn valuations. Most did something less dramatic and considerably more useful: they stopped doing the wrong thing three months earlier than they otherwise would have.

The format is unforgiving in a way that turns out to be a gift. A founder gets a short, scheduled block with a mentor they have never met. There is no discovery phase, no relationship-building, no deck. They state the problem, I ask the four or five questions that actually determine the answer, and we reach a decision inside the sixty minutes, or we establish, honestly, that they are solving the wrong problem.

Doing that several hundred times teaches one specific skill: finding the real constraint in a business quickly, and saying the uncomfortable thing early enough for it to still be useful.

That is what the $250 sixty-minute session is. It is not a sales call with an invoice attached, and it is not the first step of a funnel toward a six-figure engagement. Plenty of the founders I mentor never needed anything more than those sixty minutes. If yours turns out to be one of those, I will tell you so and we will both get on with our week.

It is also why Canadian owner-operators get the same format. A twenty-year-old manufacturer in Mississauga facing a succession decision deserves the same quality of sixty minutes as a Series A founder in San Francisco, and the problems rhyme more often than either group expects. It is $450 rather than $250 because the room is bigger: a leadership team, more preparation, and the same expectation of a decision by the end.

Google News Innovation Award Inaugural Asia-Pacific cohort, 2019. Announcement
Featured at Google I/O Implementation work featured in 2016 and 2017, and at the Amsterdam Developer Summit.
Search integration Led the second direct Google Search integration of parcel tracking, globally.

III. Warm wind

What it leaves behind is the work.

Twenty years of operating results, company by company.

Track record

Twenty years in the operating seat, not the observation deck.

Advice is easy to give and hard to be accountable for. Everything below is work I owned, with a number attached to it. Open any line for what actually happened.

A transitional CXO mandate at a Canadian SaaS ad-tech business in turnaround. Structural, financial and delivery discipline restored inside the first quarter, which turned into a one-year transformation mandate.

A SaaS and PaaS group digitizing B2B2C value chains across pharmacy, life sciences, supply chain and insurance. Built the onshore and offshore service organization end to end. The digital-onboarding IP was acqui-hired by Zindigi, part of JS Bank.

One of South-East Asia's largest third-party logistics groups, twelve thousand employees. Took the logistics business from a compressed revenue position back to operating profit and rebuilt the delivery management, rider, warehousing and fulfilment platforms.

Brought in to build a digital future for a seventy-year-old print and television business. Digital went from zero to the largest revenue contributor in the group. 35 million organic page views with no ad spend, and 5 million app downloads in twelve months.

Employee number one in country for Ad-Tech/Lead Gen startup. Scaled from zero to one thousand people in three years, owning the group's largest P&L, and supported the company's listing on the London Stock Exchange as part of the executive team. Led delivery for AT&T, Sprint, Verizon, Comcast and T-Mobile.

Built a transformation consulting service line in the Middle East and originated mandates with national utilities and sovereign wealth fund portfolio companies. Piloted the first national open data exchange in that market.

Hired by the chairman and chief executive to stand up greenfield technical and pre-sales infrastructure for a global launch, and to build the machine-learning hiring engine behind it. Cleared product audit by KPMG and McKinsey; the engagement led to McKinsey Solutions investing in the company.

Global SOX compliance at Tyco; sanctioned-country trade and political risk at GE Advanced Materials in the Netherlands; systems and operations engineering at Verizon. This is where the discipline came from.

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Ad impressions in twelve months, grown from 10 million
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App downloads in twelve months, grown from 100,000
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Digital revenue in three years, grown from $50,000
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People hired into a greenfield operation in three years, from one
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Enterprise value created, validated by a private-equity-backed offer
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Family-office technology divestiture, led over seven months

How it works

Book, talk, get it in writing.

For startups and Canadian SMEs the whole process is three steps and takes about a week from first click to written recommendation.

Tell me what's stuck

Pick a time and write two or three honest paragraphs about the problem. Not a pitch, not a deck; the version you would tell a friend. I read it and do my own homework before we speak.

The sixty minutes

No slides, no preamble. We spend the whole session on your problem. If I think you are working on the wrong one, you will hear that in the first ten minutes rather than the last.

The write-up

Within one business day you get a one-page summary: what I heard, what I would do and in what order, what I would stop doing, and where I think you are exposed.

Enterprise works differently. It opens with a free thirty-minute call to check fit and scope the problem. The call is not a sample of the advice, and nothing is billed for it. The first sixty minutes are $1,000 and come with a written recommendation. If more work makes sense, it scales to the need: more sixty-minute sessions, a scoped mandate, or pay for performance, with the terms set out in a short memorandum covering mandate, cadence and boundaries before any further work begins. Either side can decline plainly, and I will offer onward references if I am not the right fit.

IV. Alpenglow

Seen in the right light, most problems are smaller.

Where the judgement comes from, what I write about, and the honest answers.

Background

Where the judgement comes from.

Education and certification

  • MSc, Analysis, Design and Management of Information Systems, London School of Economics and Political Science
  • BSc, Computer Technology, Purdue University
  • National Security Workshop, NSW 25 graduate
  • PICG and IFC Certified Board Member
  • ISACA Certified Internal Auditor
  • GE Six Sigma Master Black Belt

Boards and service

Investing

  • Angel investor, backing early founders in deep tech, logistics, HR and media
  • Realised exits: FastOutcomes, 1Bstories, AgentNoon and ECAS
  • Strategic acquisition, integration and growth advisory across Canada, the US, the Gulf and South Asia
  • Investing is kept separate from advisory work, so paid sessions stay independent of the cap table

Writing

I write about the things I keep being hired to fix.

Mostly about Canada: where our capital goes, where our talent goes, and the trade corridors we keep leaving on the table. All public, none of it behind a signup.

More regularly: FAST-er, a weekly newsletter on transformation, four years and over 200 issues. Musings, the long-form blog. Everything on X.

Questions people ask before booking

The honest answers.

For a specific, well-framed problem, usually yes. That is exactly the constraint accelerator mentoring is built around. For something diffuse, like “we need a strategy,” sixty minutes will get you a much better question rather than an answer, which is often the more valuable thing anyway. If the honest answer is that you need three months of work, I will say so.

Because the three sessions are not the same amount of work. A founder session is one person and one problem. A Canadian SME session puts a whole leadership team in the room, which means more preparation and more conversation to run, so it is $450. Enterprise sits at board and CEO level, where one decision can move hundreds of jobs and a long tail of suppliers, so the first sixty minutes are $1,000.

I live and work here, and most Canadian founders and owner-operators will not spend four figures to find out whether sixty minutes is even useful. $250 is a real price, high enough that we both take the sixty minutes seriously, low enough that booking one is a decision you can make on a Tuesday afternoon. It is the same for founders everywhere: a founder in Lagos or Lahore gets the same sixty minutes as one in Toronto, because the advice does not get better when your currency is stronger.

Because the call and the paid sixty minutes do different jobs. The thirty minutes is a fit-and-scope conversation: we find out whether this is a problem I can actually help with, who needs to be in the room, and what a good outcome would look like. It is not a sample of the advice, and I do not give the advice away in it. The advice starts in the first paid sixty minutes, which are $1,000 because they come with preparation beforehand and a written recommendation afterwards. The free call exists so that neither of us spends those sixty minutes on the wrong problem.

After the first sixty minutes, the fee follows the need. Where the work is clear and bounded, that means more sixty-minute sessions or a scoped mandate quoted against a written scope. Where the outcome can be measured, such as revenue, cost or a transaction closed, part of the fee can be tied to performance instead, so we are both pointed at the same number. Either way, the structure is agreed in a short written memorandum before any further work begins, and either side can decline plainly.

No. For founders and SMEs there is no retainer to be sold into, and the sixty minutes are not a qualification call. If more work makes sense I will describe what it would look like and what it would cost, once. For enterprise, if the first sixty minutes point to more work, I will set out how it would be priced, whether more sixty-minute sessions, a scoped mandate or pay for performance, once and in writing. If more work does not make sense, I will say that too and you will still have your write-up.

For founders and SMEs, you send the request below, you get a booking link and an invoice for the sixty minutes, and the session is confirmed once it is paid. For enterprise, you get a time for the free thirty-minute call first; if we go ahead, the first sixty minutes are invoiced at $1,000 and confirmed once paid, and anything after that follows the terms in the memorandum. Rates are in Canadian dollars. If you need to move a session, give a day's notice and there is no charge; sessions cancelled inside twenty-four hours are billed.

Everything discussed is confidential by default, including the fact that we spoke. If your counsel wants a mutual NDA signed first, send it over; that is routine and it will not slow anything down.

I do angel invest, but it is a deliberately separate conversation from advisory work. Advisory sessions are paid in cash so that the advice stays independent of whether I want to be on your cap table. Pay-for-performance fees are cash as well, tied to agreed outcomes rather than to a stake in your company.

I am not a lawyer, an accountant or a licensed financial advisor, and I will not pretend to be one. Where you need those, I will tell you and point you at people who are. I do not write your code, run your recruitment, or produce a deck you can put a logo on and forget about. And I do not take on work in an industry or a situation I do not understand well enough to be useful in.

Yes. Most of my operating career was spent across the United States, the Gulf and South Asia, and current mandates span several of those markets. Sessions are scheduled in your time zone where I can.

Small and mid-sized businesses are the foundational layer of any economy. In Canada they employ most of the private-sector workforce, and the same is broadly true everywhere. When they stall, it shows up in a town well before it shows up in a statistic. Startups are the same layer at an earlier stage, and most of them fail for reasons that were visible to somebody, just not to the founder, and not in time.

It is also personal. I have done the journey rather than studied it. I was employee number one in a country and scaled that business to a thousand people. I have sat in turnarounds where the honest answer to “are we going to make it” was “I don’t know yet.” Looking back, the difference between the times it went well and the times it did not was almost never the quality of the strategy. It was whether someone with scar tissue told me the truth early enough for it to matter. That help did exist for me, but it was informal, unstructured and largely a matter of luck. I would rather it be structured, and available to people who do not happen to know the right person.

The corporate and board work matters for a different reason. A decision made in a boardroom moves thousands of jobs and dozens of smaller suppliers who never get a vote in it. Boards and chief executives are usually well advised on what the market is doing and poorly advised on what their own organization can actually execute. I have been the person who had to deliver the plan after the deck was approved, in operations, in the field and at the year end, so I can tell you which parts will survive contact with the business and which will not. Most of the value I add there is not new analysis. It is knowing where a plan will break.

The instinct is the same in both directions. I would rather help someone make the right call while it is still cheap to change course.

V. The arch

Under the arch, a clear band of sky.

Bring one hard problem. Leave with a decision.

Get started

Tell me what's on your desk.

Choose the track that fits, describe the situation in a few sentences, and you will hear back within one business day, with a booking link and invoice for founder and SME sessions, or with a time for the free thirty-minute call for enterprise.

The more specific you are about what is actually stuck, the more useful the first sixty minutes will be. Rough and honest beats polished.