About
Good businesses don’t stand still. Neither should their thinking.
Businesses evolve, customers change, markets move. But the assumptions, decisions and ways of working that got a business to where it is can become the very things holding it back.
That’s where Sprowt comes in.
We help leadership teams challenge what they think they know, get clear on what needs to change and bring people together to make it happen.
Founder
I’m Carly. I get businesses moving.
I’m Carly Osman-Holme, founder of Sprowt. A strategist, founder and professional poker-around-in-things-er.
I’ve spent my career getting underneath businesses, brands and people to understand what’s really going on, particularly when the obvious answer isn’t quite cutting it.
I’ve worked inside businesses and alongside founders and leadership teams, helping them navigate changing markets, challenge established thinking and find new opportunities for growth.
From FMCG and retail to healthcare, travel, neurodiversity and women’s health, I’ve worked with start-ups, scale-ups and established global brands. I’ve helped businesses find new audiences, move into the mainstream, rethink propositions and work out where their next stage of growth might come from.
My work has included BBC, Coca-Cola, Nestlé, The Cheeky Panda, Coconut Collab, Cawston Press, Pip & Nut, Oddbox, Typhoo, London Centre for Neurodiversity and Valerie, amongst others.
Here’s what I’ve learned.
Getting the strategy right is only part of the job. You need people to understand it, get behind it and make different decisions because of it.
That’s the work I love.
Getting close to a business. Asking the questions nobody else is asking. Challenging the assumptions that have become accepted truths. Getting the thinking into shape and bringing people together around a clearer direction.
Sometimes I’m brought in to solve a specific challenge. Sometimes I stay alongside the CEO and leadership team, bringing an independent perspective, challenging decisions and helping keep things moving.
I’m not there to tell people what they want to hear. I’m there to help them see what they might be missing and do something about it.
Beyond the boardroom
I’m also the host of Why Aren’t We Talking About This?, where I have conversations about the things we tend to avoid, oversimplify or pretend aren’t happening.
Whether I’m getting underneath a business challenge or talking to someone about sex, grief, ambition or divorce, I’m fascinated by the same thing: understanding what’s really going on beneath the surface.
Founder of Sprowt · Host of Why Aren’t We Talking About This?
Creative Marketer of the Year 2025
Global Women in Marketing
The model
The right brains for the problem.
Sprowt isn’t a traditional consultancy or an agency.
It’s a founder-led business built around solving the challenges that don’t fit neatly into one department.
I lead the strategic thinking and work directly with leadership teams. When the challenge calls for it, I bring together senior specialists with the experience and expertise to help solve it.
Researchers, strategists, commercial thinkers, creatives and operators who’ve worked inside some of the world’s biggest organisations and fastest-growing challengers.
Different problems need different brains.
We bring the right people together, get underneath the challenge and focus on what will actually move the business forward.
No enormous strategy deck that nobody opens again.
Clear thinking, better decisions and most importantly people moving in the same direction.