About Two Icons
Joe Papadatos
Founder, Two Icons · Strategic business leader · Author
Strategy has always been
at the centre of my work.
For more than 20 years, I've worked with businesses to understand their challenges, uncover opportunities and turn strategic thinking into commercial results.
Along the way, I built and led a business that did exactly that.
Joe Papadatos | Founder | Author | Speaker
Building a business.
Helping other businesses grow.Building a business. Helping other businesses grow.
For more than 20 years, I built and led Icon Visual Marketing — a strategy-led business working alongside clients on commercial strategy, market development and growth, through to its sale in 2023.
Business ownership
Building and leading.
People, growth, commercial responsibility, leadership and organisational change.
Strategic leadership
Helping others grow.
Understanding commercial challenges, developing strategy and leading the capabilities needed to deliver.
Two perspectives. One understanding of what it takes to turn strategy into results.
Why Two Icons
The opportunity was often
bigger than the brief.
The brief might be about marketing, sales or growth. But the real opportunity often sat between the functions — in customer knowledge, relationships and capabilities that weren't fully connected.
As markets and AI change what's possible, those connections become even more valuable.
The shift in thinking
From the brief to the business.
From isolated activity to connected capability. From today's challenges to tomorrow's opportunities.
Businesses grow better when strategy, people, knowledge and commercial opportunity work together.
The experience continues.
So does the learning.
Through Two Icons, I work with established businesses to uncover commercial opportunities and develop organisational capability.
Start a conversation
Let's talk about what's next.
A conversation about your business, its opportunities and what you're working towards.