Who is Sonia?

Strategic Consultant  .  Keynote Speaker  .  CEO / Executive Mentor

"You are not like any other Consultant"

CEO Global Company

"You were the best speaker of the conference"

Exchange Summit


Consistent Client and Audience Response

"You have more clarity than anyone I know"

Previous Editor, Weekend Australian Magazine

Sonia Friedrich

Empowering You

An authority in the application of behavioural economics.


Clients want Sonia's brain, coupled with her ability to connect and communicate, her open presence and honesty. They commission Sonia for her clarity of thinking and pay her for her direct approach. 

Sonia and her Consulting team have saved clients millions of dollars and made others millions of dollars. They have helped

  • Top 200 Companies

  • build individual brands up to $250M in Australia and New Zealand

  • repositioned companies

  • restructured businesses, and

  • helped save small businesses from closing their doors

Her extensive corporate career spans more than 25 years working in Executive Roles in advertising and marketing, mostly with Fortune 500 Companies. She was the General Manager of Grey Healthcare Advertising and had a stellar career for more than 20 years in the pharmaceutical industry working with MSD, Pfizer, AstraZeneca, Eli Lilly and more, before establishing her own strategic consultancy.


The Behavioural Economics Edge

​In 2012 Sonia began developing new models of business to apply behavioural economics. She is a recognised expert in the use of B.E. for pricing, and personal behaviour change. Today her team works  with Top 200 clients, Multinationals, Entrepreneurs, Start-Ups, Investors to Solo operators.


Taking complex problems to effortlessly make them simple, Sonia is renowned for her clarity. She created models that apply Nobel Prize winning knowledge + experimental research in behavioural economics to shatter entrenched paradigms and transform industry.


Sonia employs a team of Consulting Statisticians, Data Analysts and Applied Behavioural Scientists, to prove measured outcomes of B.E recommended interventions. They are called in as required on a project by project basis

She is a Mentor to CEO's, Founders and change agents. CEO’s and GM’s hire Sonia to Mentor them in B.E. and change their business model. She will work with anyone who wants the edge for themselves, their brand, their business, or their industry. 


Her clients are in Australia, New Zealand, Germany and Sweden. Based in Byron Bay Australia, she will travel upon arrangement and works globally, nationally and locally


B.E. EDge

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