72% of executives surveyed around the world think their companies are creating substandard strategies that won’t beat the market.
We believe it’s because they can’t distinguish the signal from the noise in data, get to what really matters to customers, create new customer value, and execute with confidence.
And that’s what we do.
Because if you start in the wrong place you’ll follow the wrong path and never get to where you need to be.
We get and unlock the richest 2% of data that uncovers patterns, identifies business opportunities and tells us what really matters to customers.
We engage our clients in an innovative workshop – HUMAN – to leverage these insights, create focus, enrich the conversation, pursue breakthrough ideas, and develop a strategic roadmap centered on creating new value and deeply meaningful experiences across the digital and non-digital customer journey.
We don’t replicate from existing solutions. We question them.
First Principle thinking is a mode of inquiry that relentlessly pursues the solutions to a problem, eliminates irrelevant input, simplifies processes, and significantly improves value creation and Customer Experience (CX) as a key differentiator.
We improve outcomes across three horizons of growth.
1. Retention – Defend and extend the current core customer base.
2. Short term growth – Build momentum of emerging business.
3. Long term value development – Lay the groundwork for future growth, digital transformation, and brand strength.
We turn data into clarity, clarity into innovative strategy, and strategy into customer value creation in dynamically evolving environments and a connected world.
We execute strategy across brands, products, services, digital channels and geographic borders and align people in organizations under a powerful compelling cause.
Our clients experience increased go to market confidence, mitigated risk, predictive pathways and more pointed and effective spend of human and economic resources.
We’ve worked with many of the most visible and powerful global Fortune brands and several small, agile emerging brands, to help them shift the internal conversation and connect their brand to what customers really care about.
Think of it this way.
Information, once the most desirable resource in business, is now plentiful. We now live in an information-rich world, creating a scarcity of that which information consumes.
The scarce resource we have to manage today is attention.
If you’re going to interrupt people with something you think is important to them, if you want their attention, you have to tell them in a way that’s confident, informed, clear and connected to what they really care about.
“YOUR LIFE WILL BE BETTER BECAUSE OF THIS.”
Our initiatives are supported by a sound business case and self-fund by delivering meaningful top-line growth typically within six months.
We eliminate client risk by guaranteeing our performance.
We will not engage unless we feel we can produce tangible results worth several multiples of our fees.
Our economic engine is deeply satisfied clients.
By offering a Guarantee of Performance, we hold ourselves accountable to consistently deliver value against stated objectives and ensure that our Customers receive what they expect on each engagement every time. We include our guarantee in every contractual agreement. Here’s what it states.
We are so confident we will deliver unmatched value in the services we provide that we encourage you to determine what the value of the service was worth to you. If the value was less than the price you paid, together we will determine a fair price. By defining the unmet expectation or how we could have better served you, you are helping us make adjustments and improve.
Our economic engine is deeply satisfied clients.
We believe superior value creation, deeply engaging customer experience, and market advantage come from the collective power of:
Fact-based, informed decisions require key insights that come from data.
But data is layered with irrelevant noise that complicates decision making.
The more these layers are piled into thought processes, the more you introduce potential failure paths.
We strip away the layers of irrelevant noise to reach a higher level of clarity and exactness.
As exactness increases, fundamental truths and understanding how people think, feel, do and ‘why’ emerge, and the level of improvements in decision-making increase significantly.
The result is strategy and value creation that become deeply aligned with reality, true customer values, and the single most important metric —
WHAT CUSTOMERS REALLY CARE ABOUT.
Strategy that beats the market
From data to decisive knowledge.
As exactness increases, the level of improvements in decision-making increases.
The only way to compete is strategically.
Yet a majority of executives surveyed said their companies are creating substandard strategies that cannot beat the market. It doesn’t surprise us.
Most companies look at the customer through the mind of the business. We look at the business through the mind of the customer.
The key is to start with the customer experience, understand what’s meaningful and valuable, and innovate strategically back to the business, product or service.
But there has to be substance behind the answers.
When that happens, strategy is born from high levels of exactness, value creation aligns with customers, brand loyalty increases, and growth becomes a natural output.
It’s a powerful tool that’s often under-leveraged.
It’s about why a company exists, its purpose, and how that fits into the lives of people.
People don’t have relationships with functional products and transactional services; they’re void of emotional content. People have relationships with and are loyal to brands.
We all look for and find assurance in brands. We’ll even pay more if it reflects our values and delivers meaningful experiences. And we’ll stay loyal to it if it keeps its promise.
It tips the scales. And when we show our clients how to leverage it, it becomes their single most powerful and controllable message.
Aligning a company’s most important asset — people — under a belief and compelling cause is integral to the strategic dialogue.
They need to be able to get beyond the “What” and “How” and get to
When they can, they change the internal dynamic and make stronger connections with customers looking for meaningful experiences and solutions to new normal challenges.
Studies have continuously shown that people in most companies want to participate deeply but have to be clear on where they’re heading, why, and become unleashed and empowered to get there.
When they are, they’re deeply engaged, more passionate, and more innovative.
It’s about the continuous creation of new customer value.
It begins when we look at a problem from a completely new angle.
It becomes real when we help our clients create a culture that supports innovation and unleashes human creativity.
New value eventually becomes old value.
Rapid disruption is today’s norm.
Companies must continuously match or even create market change, or they’ll lose ground.
Complacency and losing ground are not options.
Perfecting the known is not a path toward success – advantage and wealth are gained from creating new value.
Identity is the visual and written expression of a company and its strategy.
It organizes individual messages under a singular well-articulated platform to support a single compelling message. It is visual experiential value.
Humans process intellectually and emotionally through an order of cognition. We read visuals first. We read words second. Effective identity makes a lasting impression through a consistent and repetitive use of sight and word.
It speaks volumes about what a company is and what it thinks of itself.
It’s the first impression — either lasting or fleeting.
And in many cases, it accounts for a consumer’s decision to choose one brand, one product, one service over another.
THE RULES OF THE GAME HAVE CHANGED.
The smartphone changed everything.
There are more than 2 Billion people* in the world with smartphones and access to most of the world’s knowledge. Whether it’s breakfast cereal, a car or a criteria matrix, in their hand, they have all the information they need to make the right decision, and they can do it while walking their dogs or sitting in Starbucks.
The takeaway: Deeply meaningful and empowering information is plentiful and at our fingertips. The scarce resource every business has to manage today is attention. If a brand doesn’t have the most important touch points dialed in, if it’s not connected to what customers really care about, what’s experiential and deeply meaningful, they’ll easily find a brand that is.
Unless you have it dialed in, we should talk.
New York Managing Partner
+1 585 469 2132
If you would like to talk with us about how we can help you, please call us or send us a message here.
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Our responsibility is to serve the needs of our clients.
We’re accountable. We guarantee our performance and will not engage unless we’re confident we will produce tangible results for our clients worth several multiples of our fees. We measure the results of our work by its impact on our client’s top line and market performance.
We focus on data, analytics, strategy and significantly improving organizational strength, focus, and capabilities.
We believe that rigorous, truth-based analysis is the sole identifier of what’s real and of what’s possible. Getting to what matters, not muddy data or blind agreement, will reveal the best solution and lead to a decisive position.
We challenge our clients and are prepared to push them outside their comfort zone.
We question long-held views of the future, status quo competitive strategies, and established priorities in an effort to make the changes necessary to enable our clients to outperform, make significant progress in shorter periods of time and establish a foundation for continued growth.
We believe joint accountability and team buy-in is required to make change stick, and aligning people under a clear direction, purpose and cause are absolutely necessary in order to succeed.
We only recommend what we believe in and what is realistic, pragmatic and actionable.
We teach self-reliance.