Experiment, Challenge, Rethink: L&D with Tom McDowall

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S3: E11

In this episode of Secrets of Learning and Development, hosts Julia and Valerie sit down with Tom McDowall, consultant, strategist and founder of Evolve L&D, for a conversation that questions long-standing norms in the learning and development space.

Tom’s career began in sales management, where he quickly saw how poor training was not only failing to deliver results, but was also letting people down. That early frustration led to a mission: to challenge ineffective practices, encourage experimentation and push L&D to think harder about what it really exists to do.

Together, they explore why many L&D teams are still stuck in a cycle of producing content rather than solving problems, and how that mindset limits their influence and impact. Tom shares how simple A/B testing, bold thinking and candid internal dialogue can shift a team from doers to trusted partners in organisational performance.

They also discuss what it truly takes to earn a seat at the top table. Beyond ambition, there is often a skills gap that prevents many from operating effectively at a strategic level. Tom opens up about the pressures of professionalising the industry, the need for clearer career pathways, and why generosity and support matter more than ever for those entering the profession.

This episode is full of straight-talking insight, grounded advice and constructive provocation. Whether you are new to L&D or a seasoned leader ready to shake things up, Tom’s perspective offers a thoughtful call to action. Stop doing what has always been done and start thinking differently.

Key Learnings

L&D needs to stop measuring success by output and start focusing on impact.
Tom challenges the long-standing reliance on metrics like number of courses delivered or attendance rates. He argues that these fail to reflect real learning or behavioural change, and that L&D teams must take responsibility for shifting the conversation toward more meaningful measures. Without that shift, L&D risks being undervalued and stuck in an order-taking role.

Small-scale experimentation can lead to powerful insights and organisational change. Through a simple A/B test comparing traditional e-learning with a drip-fed email campaign, Tom demonstrated how alternative approaches can dramatically increase engagement and effectiveness. These kinds of experiments not only improve outcomes, they also prompt broader discussions about the purpose and direction of L&D within organisations.

Guest Information:

tom.mcdowall@outlook.com
https://www.linkedin.com/in/tom-mcdowall https://www.youtube.com/c/InstructionalDesignTips
Evolve L&D - Making L&D a Radical But Essential Business Partner

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