This is a profile image of Martin Hirt

Martin Hirt

Senior Partner, Greater China

A leader in McKinsey’s global Strategy & Corporate Finance Practice and one of the firm's most experienced client counselors on issues of strategy, growth, and business transformation in emerging markets


Martin is one of McKinsey's most experienced client counselors on strategy, growth, and business transformation in emerging markets, helping to improve strategy processes and make the big moves necessary to pull ahead of competitors.

With deep expertise in high tech and telecommunications, Martin assists the CEOs and top executive teams of leading global companies on initiatives related to corporate strategy, M&A, board-related issues, merger management, growth strategy, go-to-market strategy, business-model innovation, end-to-end transformations, and culture change. He counsels Asian companies on global expansion and leading multinationals on growth in Asia. Martin is the coauthor of the highly influential 2018 book Strategy Beyond the Hockey Stick: People, Probabilities and Big Moves to Beat the Odds (John Wiley & Sons, 2018) as well as numerous articles on strategy development.

Martin’s previous leadership roles at the firm include heading the global Strategy & Corporate Finance Practice, where he led the development of new areas of expertise and advanced-analytics tools; leading high-tech and telecommunications sector work in Greater China; and managing the Taiwan office. He has extensive experience in the advanced-electronics value chain; branded business models in PC, TV, and mobile devices; and telecommunication services, and advises internet businesses on advanced analytics, capability building, and disruptive online strategies.

Martin is also the leader of Noble Intelligence, an initiative by McKinsey & Company, that helps organizations harness the power of AI for humanitarian causes. To learn more about Martin’s perspectives on today’s top strategy issues, follow him on LinkedIn.

Published work

War in Ukraine: Twelve disruptions changing the world,” McKinsey & Company, May 2022

War in Ukraine: Lives and livelihoods, lost and disrupted,” McKinsey & Company, March 2022

Why your COVID-19 exit needs ‘strategy inserts,’” McKinsey & Company, June 2021

Looking beyond the pandemic: Could the world economy gain more than it lost to COVID-19?,” McKinsey & Company, June 2021

The role of boards in fostering resilience,” McKinsey & Company, June 2021

Innovation: Your launchpad out of the COVID-19 crisis,” McKinsey & Company, March 2021

In conversation: The COVID-Exit,” McKinsey & Company, March 2021

This way out: How leading companies chart a full-potential COVID-Exit,” McKinsey & Company, December 2020

As you return from the summer break, can you lead toward a COVID-Exit?,” McKinsey & Company, September 2020

The great acceleration,” McKinsey & Company, July 2020

Crushing coronavirus uncertainty: The big ‘unlock’ for our economies,” McKinsey & Company, May 2020

Boards in the time of coronavirus,” McKinsey & Company, April 2020

Boards of directors in the tunnel of the coronavirus crisis,” McKinsey & Company, April 2020

In the tunnel: Executive expectations about the shape of the coronavirus crisis,” McKinsey & Company, April 2020

Getting ahead of the next stage of the coronavirus crisis,” McKinsey & Company, April 2020

Safeguarding our lives and our livelihoods: The imperative of our time,” McKinsey & Company, March 2020

The mindsets and practices of excellent CEOs,” McKinsey & Company, October 2019

Bubbles pop, downturns stop,” McKinsey Quarterly, May 2019

Eight shifts that will take your strategy into high gear,” McKinsey Quarterly, April 2018

Strategy to beat the odds,” McKinsey Quarterly, February 2018

Strategy Beyond the Hockey Stick: People, Probabilities and Big Moves to Beat the Odds, John Wiley & Sons 2018

The global forces inspiring a new narrative of progress,” McKinsey Quarterly, April 2017

Digital strategy: Understanding the economics of disruption,” McKinsey Quarterly, April 2016

The economic essentials of digital strategy,” McKinsey Quarterly, March 2016

"Strategic principles for competing in the digital age," McKinsey Quarterly, May 2014

"Understanding Asia's conglomerates," McKinsey Quarterly, February 2013

"Tapping the strategic potential of boards," McKinsey Quarterly, February 2013

"How multinationals can win in India," McKinsey Quarterly, March 2012

"Have you tested your strategy lately?," McKinsey Quarterly, January 2011

"Governance since the economic crisis: McKinsey Global Survey results," McKinsey & Company, July 2011

"Building a second home in China," McKinsey Quarterly, June 2010


University Fridericiana Karlsruhe
MA, engineering, economics, and computer science

University of Southern California
MBA, strategy and leadership