How we work

Five principles that guide us

Frame the challenge

Strategic challenges are often fuzzy and complex. We start by identifying the key dimensions of the problem, using these to build a clear framework. This helps us define the scope and nature of the challenge that needs to be addressed.

Combine perspectives

To get a full, rounded view of issues and opportunities, we circle the challenge to explore different perspectives. This helps us avoid blind spots and cross-reference data points to make sure we’ve understood everything.

Zoom in and out

To keep innovation aligned with wider business objectives, we continually adjust our focus. We step back to consider the bigger picture. And we get up close to consider the finer details of the product experience.

Mix rigour with creativity

With innovation, relying solely on analysis or solely on intuitive leaps will only take you so far. We bring left-brain and right-brain thinking together, combining rigour and intuition to structure and solve problems.

Communicate lucidly

To make sure organisational strategies stick, we craft clear, concise, compelling communications. We combine clarity of thought with examples, metaphors and stories that connect with people.