Group Partners

On the page
and on stage.

John Caswell’s books and chapters, what others have written about him, his columns and the rooms where he has spoken, from Acorn in 1983 to today.

Each entry links to the original where a public copy exists. Newest first.

His own books.

2020s

  1. It’s All In Our Imagination, 2027. His book on imagination and judgement, from the first marks on stone to generative AI.

  2. Leadership Singularity: How Marketing Can Save the World, 2020. Written with Jonathan Cook, Patrick Novak and Virginie Glaenzer.

Chapters and credits.

Chapters he wrote for other people’s books, and the books that credit his frameworks or carry his words.

2010s

  1. Atlas of Knowledge, MIT Press, 2015. Katy Börner’s atlas gives a two-page spread, pages 94 and 95, to his map “4D. The Structured Visual Approach to Business-Issue Resolution”, chosen for the Places & Spaces: Mapping Science exhibition in 2008.

    The atlas, from its publisher’s site
  2. Business and Financial Models, Kogan Page, 2013. Chapter 3, “Visual thinking to develop fundamental questions”, written with Sarah Gall for Clive Marsh’s book.

    Contents page, Kogan Page
  3. The Customer-Centric Blueprint, Porcupine Press, 2013. Doug Leather’s book carries his endorsement and thanks him in the acknowledgements.

2000s

  1. Navigating from the Future, BookSurge, 2009. Charles E. Smith includes a short passage contributed by John.

  2. Beyond Branding, Kogan Page, 2003. His chapter “What’s brand got to do with it?” in the collection edited by Nicholas Ind. An academic review in 2006 singled out his case for a system-wide view of brands.

    The book at the Internet Archive
  3. Corporate Vices, Business Virtues, Capstone, 2002. Charles Cohen’s book carries his endorsement on the cover.

  4. Design UK, Conran Octopus, 2002. Max Fraser thanks him in the acknowledgements.

    The book at the Internet Archive

Written about him.

Books, newspapers and magazines that name him, quote him or write about his work, with the publication and the date.

2020s

  1. Applied Creativity, 22 May 2026. Des Kennedy introduces his career and his method, followed by a long conversation with him.

    Read it
  2. School of the Possible, 2026. Dave Gray, author of books on visual thinking, recommends his Substack to readers.

    See the list
  3. PC Pro, December 2024. Industrial designer David Morgan recalls John, as Acorn’s head of marketing and communications, commissioning designs for a new Electron.

    The issue at the Internet Archive
  4. The Computers That Made Britain, Raspberry Pi Press, 2021. Tim Danton interviewed him for the book and quotes him as Acorn’s marketing manager at the launch of the Electron, page 171.

2010s

  1. International Coaching Federation, Curated, 2016. An essay on the Overview Effect quotes his line on the money spent solving the wrong problems.

    Read it
  2. Miro, 29 November 2016. Miro’s blog on how Group Partners works with visual frameworks, with John’s own account.

    Read it
  3. Game-Changer, 11 July 2013. Jorge Barba’s questions to Group Partners on how visualisation gives leaders strategic ways through business challenges.

    Read it
  4. Postcards from the Edge of Football, Mainstream, 2010. Hunter Davies credits MCW with the artwork for the FA’s Football Comes Home collection, made for Euro 96. Page 212.

    The book at the Internet Archive

2000s

  1. What Are Your Staff Trying to Tell You?, 2009. Peter Hutton writes about Group Partners and Structured Visual Thinking, which he calls John’s brainchild. Page 145.

  2. Contract, July 2007. The American design magazine describes John and Group Partners’ visual approach to planning with leadership teams, with his own words on why it is growing.

    The issue at the Internet Archive
  3. The Play Zone, Collins, 2004. Lewis Pinault credits Group Partners’ Contextual Mapping and names John as its founder.

  4. Scoop, January 2003. A press release names him among the brand thinkers meeting in Sweden and Amsterdam with Nicholas Ind, Chris Macrae and Tim Kitchin.

    Read it
  5. Marketing Week, 30 May 2002. Alan Mitchell builds his column round John’s line that we are moving “from vendor-efficient supply chains to consumer-efficient demand chains”.

    Read it
  6. Electronics Weekly, 5 July 2001. Reports his appointment as a non-executive director of Celoxica.

    Read it

1990s

  1. Marketing Week, October 1999. ROCQM had handled SAP’s UK business for four years, and John, as its chief executive, was part of the team in New York that pitched for SAP’s global account.

    Read it

1980s

  1. Electron User, January 1986. Quoted as Acorn’s marketing chief on the Christmas sales. Page 9.

    The issue at the Internet Archive
  2. Acorn User, November 1985. Quoted as Acorn’s marketing chief on the revival of the Electron.

  3. The Micro User and Electron User, July 1985. Two interviews as marketing manager: on a B+ upgrade kit, and on taking the Electron into small business and speciality markets.

    The Micro User at the Internet Archive
  4. Home Computing Weekly, July 1985. Gives Acorn’s reasons for the new price of the BBC Micro B+.

    The issue
  5. The Micro User, June 1985. Speaks for Acorn at the launch of the BBC Micro B+ as head of marketing, Consumer Division. Pages 23 and 24.

    The issue at the Internet Archive
  6. Electron User, May 1985. As head of marketing for the Consumer Division, he backs the magazine’s call for retailers to stock Electron software, and writes to the major retailers about it.

    The volume at the Internet Archive
  7. Acorn User, January 1985. Names him as Acorn’s promotions manager.

  8. Acorn Information, about 1983. Acorn’s customer bulletin names him as Art and Promotions Manager, the person to ask for exhibition and demonstration support.

    The bulletin at the Internet Archive

Columns and articles.

2020s

2010s

  1. Group Partners writing. His essays on strategy, questions, leadership and drawing, gathered on this site.

    Read the writing

2000s

  1. Journal of Brand Management, 2003. “Can brand leadership recover local trust and global responsibility?”, an editorial written with Chris Macrae, Tim Kitchin, Simon Anholt and others, and cited in the Journal of Product & Brand Management in 2006.

    The editorial

Talks and events.

Keynotes, workshops, conversations and occasions.

2020s

  1. Freedom of the City of London, Guildhall, 3 November 2026. One of the City’s oldest traditions, dating from the thirteenth century.

  2. Hess World The Podcast, 12 August 2025. “A Radically Different Approach to Strategy Formation and Leadership”, with Martin Hess.

    Listen
  3. Getting It Wrong to Get It Right, 27 January 2025. Joe Dalton’s podcast, on the future of business and how industries adapt to AI.

    The show’s feed
  4. The Fuel Podcast, 9 September 2023. “No More Heroes: the new model agency”.

    Listen
  5. Corporate Unplugged, 15 June 2021. Episode 120, “Being a Creative in a Strategic Industry”.

    Listen
  6. In conversation with Iona Rossely, 29 August 2020. A 38 minute interview on his work and Group Partners.

    Watch

2010s

  1. Global Sustainability Network, Vatican City, February 2017. Led a recorded session at the network’s meeting at the Casina Pio IV, home of the Pontifical Academy of Sciences.

    Watch the session
  2. Lagos, March 2016. Listed among the speakers at an event reported by ThisDay, 25 March 2016.

    The paper
  3. International Award Forum, Toronto, 2015. Led the Mapping the Future workshops and the feedback session at the global forum of The Duke of Edinburgh’s International Award.

    The forum report
  4. GGI Leadership Forum, 2013. Facilitated two days on the fundamentals of leadership.

    Read about it
  5. Open Government Partnership, London, 24 and 25 May 2012. Ran the branding workshop for the steering committee of the international partnership.

    The minutes

1980s

  1. Acorn exhibitions and demonstrations, 1983 to 1985. Acorn’s exhibitions and demonstrations were arranged through him as art and promotions manager.

  2. Launch of the Acorn Electron, London, August 1983. At the Park Lane Hotel, as Acorn’s marketing manager, recounted by Tim Danton in The Computers That Made Britain.

To suggest an addition or a correction, write to john@grouppartners.net.