Competitive Paradigms

rebecca wayland

Rebecca Wayland is Founder and Managing Director of Competitive Paradigms.  She has over 30 years of experience in corporate strategy, including work with McKinsey & Company, Professor Michael E. Porter at Harvard Business School, and Indra Nooyi at PepsiCo.

In the early days of the internet (1996-2004), Rebecca helped establish the strategy for Greenhouse Networks, America Online's ground-breaking online content portfolio, including Motley Fool, Love@AOL, Thrive, and The Knot.  She helped leaders in Fortune 500 companies, such as IBM, General Motors, and Delta Airlines understand how the internet was changing their business and develop first- and second-generation digital strategies to capture emerging opportunities.

Since 2004, Rebecca has combined strategic analysis with intuitive logics (IL) scenarios to explore potential industry disruptions, to envision alternative futures, and to establish programs and initiatives that drive performance and inspire growth.  She worked with Global Business Network (GBN), the pioneer in corporate scenario planning, and founded Competitive Paradigms in 2007.

In addition to her consulting, Rebecca currently serves as Professor of the Practice at the University of North Carolina Kenan-Flagler School of Business, where she teaches Managing Innovation.

Rebecca has a B.A. from Vanderbilt University, an M.B.A. from Harvard Business School, and a Ph.D. in philosophy from Penn State.  Her work has been published in Harvard Business Review, Journal of Applied Corporate Finance, Nikkei Business Weekly, foresight, and Technological Forecasting & Social Change.