“Innovation is hard because solving problems people didn't know they had & building something no one needs looks identical at first.”

—Aaron Levie

Our Approach

To navigate rapid market shifts and technology disruption, leaders need more than operational excellence. They need the ability to spot, decode, and act on insights that don't yet fit existing market assumptions. This is how breakthrough strategies are built.

The ability to identify new value propositions, reposition your organization around them, and align execution across your business is the overwhelming driver of competitive advantage—especially as technology and intelligence become increasingly commoditized.

Our approach is grounded in twenty years of observational strategy work and proven frameworks for market innovation. We partner with leadership teams to reconstruct how your market actually works, and to align your organization around the genuine competitive advantages that remain available to you.

Our strategy and innovation practice focuses on reconstructing and aligning the following three propositions:

Value = Utility - Price

Profit Proposition

How your business model, operations, and cost structure enable you to deliver that value profitably and sustainably

Value Proposition

What unique combination of utility and cost creates a compelling reason for buyers to choose you over alternatives—or to enter your market at all

Profit = Cost - Price

People = Commitment - Reward

People Proposition

Whether your organization has the alignment, judgment, and capability to execute this strategy with conviction and adapt as markets shift

Why This Approach Works

Shifts Focus to the Big Picture
Rather than optimizing existing offerings, this work helps you see which parts of your market are contested, which are abandoned, and where real demand exists but goes unmet. This creates strategies that unlock creativity across your organization and are easy to understand and execute.

Grounds Strategy in Reality, Not Assumption
We don't ask customers what they want. Instead, we observe how both customers and non-customers actually interact with existing solutions. This reveals where you're over-serving, under-performing, and creating unnecessary costs—and where your genuine competitive edges lie.

Builds Execution Into Strategy From Day One
Moving from strategy formulation to execution is not sequential; it's simultaneous. We work with cross-functional teams to test strategic assumptions against operational reality as you develop them, ensuring your strategy is executable before you commit resources.

Creates Multiple Strategic Options
Rather than a single strategic direction, we develop a series of distinct "to-be" strategies, each grounded in different competitive assumptions. This gives your leadership team real choices and reduces the risk of betting the business on a single path.

Maximizes Opportunity While Managing Risk
There's no such thing as a risk-free strategy. Our approach systematically identifies which risks matter, which can be managed, and which opportunities are genuinely available to you—before you deploy capital and talent.

Builds Organizational Capability, Not Just a Plan
The goal isn't a beautiful strategy document. It's an organization that can continuously see what's visible but missed, and act on it faster than competitors. We work to embed this capability into how you think and operate.

Are you ready to create your breakthrough strategy?

Get Started..

Other Services

  • AT Strategy & Transformation

    CONSULTING

    Intelligence just became abundant. That changes everything.

  • Immersion Education

    EXECUTIVE EDUCATION/CONSULTING

    In a fast-paced “learning journey” across an iconic city, participants learn how to conduct ethnographic research to uncover key buyer insights, "hidden in plain sight."

  • Capability Development

    EXECUTIVE EDUCATION

    Without the proper tools, methodologies, and analytics to successfully create and capture uncontested market space, managers cannot be expected to act on the call to break out of existing competition. Our educational workshops address this impasse by introducing the strategic logic and tools of Blue Ocean Strategy.

  • Keynote Speaker

    HEADLINE PERFORMER

    Our keynotes introduce participants to the concepts, tools and methodologies behind artificial intelligence and strategy, Blue Ocean Strategy, Jobs to be Done, Design Thinking and leadership.

  • Ethnographic Research

    EXECUTIVE EDUCATION/CONSULTING

    Over the last fifteen years we have worked with companies worldwide in the pursuit of breakthrough growth. Central to each and every successful strategy has been a shift from customers to non-customers as our reference point of value creation.

  • “The team's expertise in conducting market explorations showed us that asking the right questions of customers and non-customers is critical to getting insight into new value curves. The Value Innovation process brought to light information about what customers were really saying that they wanted. The team led my team to new and different thinking about how to structure our offering.”

    —Former Customer

  • “As leaders we are often asked to think "out of the box" about our strategic direction. However, that can be difficult given all the tactical demands we face. Their process has given us a tool that helps sort out the truly innovative ideas from the tactical ones. It provides us the capability not only to gain competitive advantage in our existing market, but also develop new markets.”

    —Former Customer

  • "The participants found this programme very useful indeed. They were exposed to a structured approach to developing new propositions in the market and were able to generate interesting new ideas for our business. As we face ever more intense competition, I was delighted to see the focus on creating real value for customers and the search for bolder innovation in our future market propositions."

    —Former Customer

  • “I firmly believe that their strategy approach will eventually become a significant driver of growth, a general business approach within our company, and a core component of our business.”

    —Former Customer