Work

Whether it’s strategy, design, or execution, our approach is all about alignment. The right alignment can turn opposition into collaboration. It can turn “A or B” into “A and B” - from a zero-sum game into open opportunity. If things are aligned right, they go together easily. If you have to force it, there's something wrong. It's what engineers call "elegance," and what aikido practitioners call "harmony." Here are some examples.

Inside + Outside Perspectives

When companies obsess about what they make or do, the inside-looking-out perspective dominates. But to empower your customers, you need their outside-looking-in perspective. Our number one objective is to reinforce this perspective in our collective decision-making.

Rational + Emotional Dimensions

Your customers’ every goal, decision, and experience involves a combination of rational and emotional factors. Different industries tend to prioritize them differently, usually underestimating the emotional components. We gather the full context to unlock new opportunities with empathy.

Short-Term + Long-Term Priorities

We’ve learned how to burn the candle from both ends. We define a long-term future vision and back-cast a roadmap. At the same time, we identify short-term opportunities that we can start now, to build traction and achieve some quick wins. They combine really well.