About Odyssey & Leo
A Perth-founded market research and strategy firm with global representation, delivering insights that drive measurable business growth.
Our Story
Odyssey & Leo wasn't built around a service. It was built around a way of thinking.
What began as a digital marketing consultancy quickly evolved into something much broader. As we worked alongside business owners, the conversations naturally extended beyond websites and campaigns into strategy, commercial growth and the decisions that shape long-term success. We didn't set out to become something different—we simply followed the challenges our clients needed help solving.
At the heart of Odyssey & Leo is a genuine curiosity to understand how businesses work. We believe better outcomes come from asking better questions, challenging assumptions and allowing data—not opinion—to guide decisions. That thinking continues to shape everything we do today, helping businesses navigate growth with greater clarity, confidence and purpose.
We believe the best businesses never stop evolving—and neither should the people who help them grow.
Our Approach
Every conversation begins with one question.
Why are we here?
Not because we don't know your business. Because understanding why you've invited us into the conversation shapes every recommendation that follows. Sometimes the challenge is exactly what it appears to be. Sometimes it isn't.
Our responsibility isn't to validate assumptions. It's to understand the bigger picture, uncover opportunities that may have been overlooked and challenge thinking when a different path will create a better outcome. That means we don't begin with products or services.
We begin with understanding.
Our role isn't to tell clients they're right or wrong.
Every business owner makes decisions based on the information, experience and perspective they have at the time. Our role is to understand that thinking, challenge it where necessary, and test it against research, evidence and commercial insight.
Sometimes that confirms the original direction. Sometimes it reveals a better one.
Either way, our responsibility remains the same: to ask the difficult questions, challenge assumptions with confidence and guide every decision with objectivity rather than opinion. Because businesses don't engage Odyssey & Leo simply to hear what they already believe.
They engage us to discover what they might not yet see.
Taha Salman
"If the data proves me wrong, I'll change my thinking."
Taha Salman has never believed that businesses, or the people who help them grow, should be confined to a single way of thinking.
What started as a career in marketing naturally evolved into business strategy, commercial growth, market research, business development and emerging technologies. Not because there was a master plan, but because every client brought a new challenge, and every challenge created an opportunity to learn something new.
That curiosity continues to shape the way he works today.
For Taha, every conversation starts with a simple question: Why are we here?
Before discussing products, services or solutions, he wants to understand the business, the people behind it and what they're really trying to achieve. Sometimes the answer confirms the original direction. Sometimes it changes completely. Either way, the objective remains the same: understand the business first, then recommend what will create the greatest long-term value.
Clients don't engage Taha because they want someone to agree with them. They engage him because they want someone who will challenge their thinking, ask better questions and bring objectivity to the conversation. Every recommendation is grounded in research, commercial insight and a genuine commitment to helping businesses make better decisions.
Over the years, one thing has become clearer with every business he's worked with. Passion builds great businesses, but passion alone shouldn't drive every decision. That's where research, evidence and experience become just as important.
For Taha, success isn't measured by the number of projects completed. It's measured by trust. It's measured by long-term relationships. And it's measured by knowing that the advice given today continues to help clients make better decisions tomorrow.
Our Principles
A few simple principles shape every conversation, every recommendation and every decision we make. They're not marketing statements—they're the standards we hold ourselves accountable to.
Passion builds businesses. Evidence helps them grow.
Founders build businesses through passion, vision and determination. Our role is to complement that passion with research, commercial insight and objective thinking, ensuring every decision is supported by evidence rather than assumption.
Agreement doesn't create growth. Honest conversations do.
Our role isn't to simply agree with our clients. It's to ask the questions others avoid, challenge assumptions respectfully and help uncover opportunities that lead to stronger commercial outcomes.
A strategy without execution is just an idea.
Great thinking only creates value when it's put into action. Every recommendation should be practical, measurable and capable of creating meaningful results.
Every business can be refined.
Markets evolve. Customer expectations change. Technology advances. The strongest businesses recognise that improvement isn't a destination—it's a continuous process.
Growth is a journey of continuous learning.
There is no finish line in business. Every challenge, every success and every setback offers an opportunity to learn, adapt and make better decisions for the future.
