Ed Beard

I’m Ed Beard, founder of Liminal Store and a Chartered Business Psychologist. My career began in marketing, where I rose to Chief Strategy Officer in global agencies before retraining and completing an MSc in Organisational Psychology. That mix of commercial leadership and psychological expertise shapes the way I work today. 

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I understand both sides: the pressure of driving results at board level, and the evidence-based approaches that help people and organisations actually perform at their best. It means I don’t get lost in theory, but I don’t settle for quick fixes either — I focus on practical behavioural change that lasts.

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Over the past 15 years I’ve worked with leadership teams across multiple sectors — finance (from retail banking to private equity), utilities, energy, construction and development, housing associations, professional services, tech, retail, and consumer services — helping them align behaviours with strategy, unlock collaboration, and embed habits that make performance sustainable.

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I hold the British Psychological Society qualifications in Test User: Occupational Ability (formerly Level A) and Test User: Occupational Personality (formerly Level B), and I am accredited to use Hogan Assessments. I am also certified in Lumina Spark and Lumina Leader. I bring these tools into coaching, team development, and selection work where they add real value.

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When I’m not working with clients, you’ll usually find me pottering about on boats, coaching junior sailing, or otherwise on the water. Away from the river, I spend as much time encouraging our kids’ sporting endeavours — whether that’s coaching or simply giving positive support from the sidelines. The same things that matter there matter in organisations too: teamwork, trust, a willingness to try (and sometimes fail), learning and improving, and having a clear sense of what you’re working towards.