Phil Birchenall, Founder, Diagonal Thinking

Introduce yourself:

I’m Phil Birchenall, and my company is called Diagonal Thinking. I work with companies across the UK to help them figure out how to deploy Artificial Intelligence in their operations, working with clients including Northumbrian Water Group, Discovery Education, Manchester Met and Co-operatives UK. I’ve worked for years with companies helping to shape both strategies and day-to-day operations, so when I’m helping companies figure out what AI means to them, it’s always pragmatic and aligned to operational realities. I offer training and more hands-on consultancy, and clients say I de-mystify the tools and stretch their perceptions of what’s possible. A recent participant of my course, The AI Advantage, said it was “probably the best workshop I’ve ever been on,” which makes me a little bit chuffed.

Career highlight:

It has to be the time that OpenAI (the company that makes ChatGPT) sent a film crew to my house in Didsbury to shoot a case study film about an AI Maths Tutor I made for my daughter. I’d made the maths tutor to help my daughter prepare for her SATs, as she was falling behind with maths; and to make it engaging, I got it to take on the role of our dog when delivering sessions. It worked, she smashed her SATs, which was our goal. But when OpenAI’s comms team DM’d me through LinkedIn I thought it was a scam… they told me they’d seen our story and loved how it humanised AI (or should that read caninised?). The video went live in February 2025, and was featured right at the top of their homepage for five months. Pretty wild. Oh, I went for a business lunch with Sophie Ellis-Bextor once. That was nice.

Name three words that describe your personality:

Strategic, creative, tenacious.

What’s the best thing about pro-manchester?

That it allows connection across so many diverse businesses across our community. It’s far too easy to operate in silos, or to just lean into the networks that you’ve built yourself. Historically, my core sectors had been digital, creative and media, which is great when you’re delivering services that target those sectors. My membership with Pro-Manchester allows me to open up my local networks beyond my core. And I have no idea how the team manage to pull off so many high-profile events in such a tight schedule. Amazing.

What are your priorities for 2025?

Well, we’re nearly at the end of the year now, and I’ve had a very busy one to date. It’s certainly felt like a year when most companies have started to put AI into their strategies and onto their roadmaps. My priority for the latter part of the year has been around expanding my visibility on my own doorstep, and joining Pro-Manchester has been key to that.

What do you think are the most important things going on in Manchester at the moment?

On the one hand, the growth in the digital sector is quite incredible to see. I’ve seen that sector develop over 20 years and it’s phenomenal to see Manchester finally recognised for its strengths in this domain. But to me, AI is everybody’s problem, and everybody’s opportunity. Any company can capitalise on this moment we’re in with the right knowledge and capacity. As ever, it’s how Manchester supports and fosters its creative economy that feels central to our success. Without that creative spirit that defines Manchester, we’d be lost, and it’s so good to see that spark from generation to generation.

Favourite meeting place in Manchester?

I really like Pot Kettle Black on Deansgate – it’s just great for a natter, a decent brew and a cracking lunch. I spent so much of my earlier career working around the Northern Quarter, where I’d often get invited to the opening of a letter, but I’ve fallen off everyone’s mailing list these days and can now often be found with a cup of mint tea in the café at the back of the big M&S. Maximum rock’n’roll, eh? More than anything, if it’s possible, I like going for a walk and a chat. I spend so much time behind a screen, and I find chatting on a walk opens up different ways of thinking. I’m a bit old school like that.

Are their any particular types of businesses that you would like to meet?

To be honest, any business grappling with what AI means to them. I read a stat from the ONS recently that said just one in five businesses are using Artificial Intelligence currently. One in five? Jeez. Having worked with companies of all sizes, from large corporates through to micro businesses, I’ve seen this with my own eyes. People may have dabbled, with varying degrees of success, but lack the knowledge of what tools like ChatGPT can really do once you scratch the surface. And without a deep understanding of ‘the art of the possible’, how can you possibly figure out where these tools fit into your operations? So, I’m pretty much open to any company that needs help here, and I bring a lot of practical experience in helping businesses build solutions that work for them. If you’re curious but cautious, I’d be glad to chat.