Edin Mustajbegovic is a strategist, technologist, and founder of Action Twelve, a consulting and innovation practice re-imagining management for the 21st century. With over 25 years of experience spanning software engineering and management consulting, Edin has helped leading organisations, including BHP, Shell, Rio Tinto, FMG, Horizon Power, and Brownes Dairy, modernise how they design strategy, govern transformation, and connect technology to business value.

A systems thinker at heart, Edin’s career bridges product design, digital transformation, and enterprise architecture. He has advised boards and executives across energy, mining, and government sectors, delivering operating-model transformations, scenario-planning frameworks, and technology roadmaps adopted globally.
As a software engineer turned strategic advisor, Edin brings a unique perspective on the evolving relationship between people, data, and decision-making. His recent whitepaper, Generative AI Business Strategy Primer, translates the mechanics and economics of AI into pragmatic frameworks leaders can act on. He is also developing 2ic.ai, a new platform that applies complexity science and AI to help teams coordinate and adapt in dynamic environments.

Edin’s work continues to focus on adaptive management, AI strategy, and sustainable innovation—helping organisations move beyond command-and-control structures toward ecosystems capable of solving complex, interdependent challenges such as digital disruption and climate transition.