About Us
Here’s how we can help
Our Why
Running a business is harder than it looks from the outside. We exist to help business owners and leaders cut through the complexity — AI, rising costs, shifting markets — and build a clear path forward.
Great businesses don’t happen by accident. They’re built on sharp strategy, honest accountability, and consistent execution.
Our How
We start with a structured review of your business, then work with you to build a practical one-page strategic plan — and stay alongside you to make sure it gets executed. No generic frameworks.
No advice that ignores your specific circumstances. Just clear priorities, 90-day plans, and the coaching to drive real momentum.
What We Do
Strategic planning, business advisory, coaching and implementation support for SME owners and leaders in WA.
Backed by 30 years of real-world experience — including two CEO roles, $20M+ in business won, and boardroom governance — we bring pattern recognition from the front line, not theory from the sidelines.
What Makes Us Different
Most advice doesn’t account for where your business actually is right now. Ours does.
Justin has led companies, built sales pipelines, run marketing for major brands, and delivered complex programs from both sides of the table — as advisor and as CEO. That means you get someone who understands the commercial reality behind every decision.
Who We Work With
SME owners and leaders across WA, primarily in B2B markets — including technology, professional services, engineering, healthcare, logistics and financial services.
We work best with businesses ready to grow but needing the clarity, structure and accountability to do it well.
Our Capacity
A hands-on principal-led practice, supported by a proven strategic process and scalable online tools — giving you the personal attention of a trusted advisor with the resources to back it up.
MISSION AND VALUES
We are committed to long term and valued business relationships with our clients and partners. We help by applying our expertise to create clarity in direction, a clear strategic plan and implementation help to realise the plan to create value for your business.
Our Values:
Value to others is our primary guide
Growth mindset
Pragmatic and practical
Simple trumps complex: simplicity is powerful in times of uncertainty
Don’t let perfect be the enemy of good
Authentic – we call as we see it with people we care about
We work people we like, trust and respect (who pass the BBQ test)
We show the service standard that we want people to adopt
Have fun (we are here only once), celebrate wins
Justin Davies – Managing Director
GAICD, B Bus Marketing and Communications
Justin has sat in the seat you’re in. As a CEO twice over and VP Marketing at a tech company, he’s navigated the same growth challenges his clients face — and built $20M+ in business along the way. That experience is what makes Emergination’s coaching different: it’s not theory, it’s pattern recognition from the front line.
Before coaching business owners, Justin ran a software development company where he won and delivered contracts exceeding $20 million, including individual programs worth over $10 million. Earlier in his career he worked as an Account Director in advertising, shaping strategy for major brands including RACWA, ANZ and Bankwest — giving him a rare combination of commercial, creative and operational depth that few advisors can match.
That breadth shapes how Justin works with clients. He grasps complex business problems quickly, cuts through to what matters, and translates strategy into language that actually lands with teams. It’s what makes him an effective business coach, facilitator and speaker — and why clients describe working with him as the moment things finally became clear.
Justin brings the same rigour to governance that he brings to growth. A graduate of the AICD Company Directors Course, he has served as a director of four companies — three in non-executive roles — including a decade on the board of GolfWA.