Hello and Welcome
Thank you for choosing to hear my story. I'm delighted to connect with someone who shares the belief that business, at its best, is about genuine human connection. I firmly believe that trust is the foundation of all successful partnerships. In a world built on trust, we can focus our energy on what truly matters: creating meaningful solutions and improving the wellbeing of the people we serve. I appreciate you taking this time to build that understanding.
The Story of Think-a-Way
Dear Prestigious Reader,
​
My name is Steven Deng, and my greatest strength is listening. I believe transformative solutions begin with empathy—by understanding not just the challenge itself, but the people, vision, and context behind it. It’s this human-centred approach that allows me to bridge complex technical models with meaningful, real-world outcomes.
​
Born and raised in China, I moved to the UK in 2004 to pursue a Master’s degree at Imperial College London. This journey laid the foundation for a career spanning transport planning, data science, and entrepreneurship.
​
I began as a graduate transport planner at Mott MacDonald, where I joined a tight-knit team known as the “Fantastic Four.” Together, we delivered high-impact rail planning projects and secured repeat contracts with prestigious clients like BAA Heathrow and HS2 Ltd.
​
After eight rewarding years, I took on a new challenge at CH2M Hill (now Jacobs), leading a major project for Transport for London. There, I integrated strategic transport models with a legacy Olympic-era spreadsheet tool to predict congestion hotspots and passenger overloads during network disruptions—helping TfL and wider stakeholder groups proactively manage safety and delays.
​
In 2016, I embraced entrepreneurship. A friend invited me to help expand her English education business into China. When I asked why she chose me, she said: “Because you’re reliable.” That trust meant everything. We built the company from the ground up, creating jobs for hundreds of UK teachers—until the pandemic and China’s tutoring sector crackdown led us to wind down the business.
​
After that, I served as COO of an education start-up and further honed my operational skills. But my passion for transport never faded. In 2021, I returned to the industry as Strategic Research Manager at the Rail Delivery Group. There, I led the evolution of the Passenger Demand Forecasting Handbook (PDFH)—the cornerstone of the UK’s billion-pound rail investments.
​
It was here that I clearly saw a pattern: too many projects fail not from lack of expertise, but from misalignment between clients and consultants. Consultants focused on perfect models; clients needed practical, strategic solutions. That gap—between technical excellence and real-world impact—inspired me to found Think-a-Way Consulting.
​
My mission is to close that gap.
My method is built on empathy—forging clarity between vision and execution, between data and decision-making. Having worked on both sides, I serve as a conduit, translating strategic intent into technical action, and technical solutions into business-ready outcomes.
​
And with strong ties to both the UK and China, I’m also pioneering a “New Silk Road for Transport Technology”—connecting cutting-edge innovations from around the globe with the specific operational challenges faced by transport leaders here.
​
Beyond my professional life, I enjoy basketball, football, swimming, and tennis. Most importantly, I’m a proud father of two wonderful daughters—every moment with them reminds me what truly matters.
​
Warmly,
Steven Deng
Contact
Thank you for taking a moment to read my story. If the challenges you're facing involve transport strategy, data, or economics, or if you would like to link the cutting edge technology for your transport operation. I would welcome the chance to learn more. Perhaps we could schedule a brief call to discuss your priorities? Leave your contact details and I will be in touch.
