What we do

We aim to knock "Innovation" off its pedestal, through a structured approach to problem framing, insight gathering, ideation and delivery. We strongly believe that "behaviours eat process for breakfast", and we are deliberate in communicating and encouraging the creative mindset throughout, to ensure the process runs smoothly.

Unlike many other consultancies, we offer a boutique service that supports you with new actionable insights throughout each phase of the journey. Innovation is a contact sport, and we believe in building relationships and engagement to ensure the long term momentum of the challenge.

  • We take systems thinking approach to product development that considers the factors that will drive growth and improve margins.
  • We identify new ways to serve and support people by uncovering latent needs, behaviors, and desires.
  • We help identify value, either through reducing cost or increasing perceived value with customer benefits. Taking an enhanced Product Lifecycle Management view, we can operate across the end to end supply chain, through to the augmented product and commercial strategy.
  • We help organizations build creative cultures and the internal systems required to sustain innovation through lean start up methodologies.
  • We also develop our own products and brands, designing the product and customer experience that will bring them to life.

How do we do it

We have a systematic cycle of identifying the right problem to solve, gathering insights before ideating, triaging ideas before hypothesis testing and delivering. The process is iterated until a satisfactory solution is found. We grease the wheels of this process with a deliberate interventions when team conduct is not inductive to creativity and to maintain high energy levels.


We help you explore the challenge / opportunity brief and ensure it allows for serendipity, unpredictability and whims, for that is the creative realm from which better ideas emerge. Design thinking needs to be practiced by the client as well as the team.

  • Clarity of challenge, clarity of scope, the right level of constraints, vision of success, known politics, existing strategy etc.
  • Series of expansive and reductive tools to frame challenge.
  • Hierarchy of priorities

Insight Gathering

Get under the skin of the challenge, immersive experience to understand the needs of the customer/user. This is a human centric approach to gather insights, observations and empathy. Insights from related and unrelated industries, inclusive design insights from outlier segments, co-design etc.

  • The quality of the insights is directly proportional to the quality of the ideation. Having an "insight journey" that justifies an idea will give it credibility.
  • Design for manufacturability / quality / safety / cost / customer value.
  • Internal and external, micro and macro trends.


Reductive screening of ideas portfolio. Business case development through lean start up methods.

  • Assessment of feasibility, viability and desirability
  • Rapid prototyping, MVP, fail fast to succeed



We'll work with your team to co-create solutions to solve the needs identified and deliver value.

  • Compelling insight sharing, diversity of people and knowledge
  • Creative environment with exceptional group engagement.


Depending on the challenge and the context, we apply a systematic fact & insight based approach. During the design to value process (DTV), we choose the appropriate capability / methods as appropriate to give us the necessary data:

  • Design to value approach - Best of benchmarking & competitor teardown, Clean sheet Buildups, Walking in the competitors shoes, feature & conjoint analysis etc.
  • Design thinking approach - Empathy is fundamental to our process. We strive to understand why things are they way they are, their needs, be they physical and/or emotional, how they see and think about their world, and what is meaningful to them. We choose the appropriate consumer research approach dependent on whether we're in an expansive or reductive phase (eg, Focus groups are reductive and almost binary, in comparison contextual interviews and empathy mapping are rich sources of insight for expansive thought). The goal here is to create a broad range of insight and resultant possibilities.

Combine these new insights with the existing (often silod) insights from manufacturing, sales and marketing, brand, LOCs etc, and you being to get a view which promotes systems thinking and a more deliberate product lifecycle strategy rather than an emergent silod strategy.

One example where this worked well was on a pharmaceutical product that was facing generic entry and significant cost pressures. Given the task to reduce cost each division (manufacturing, R&D, commercial) were incrementally reducing costs. Following the Design to Value approach, we identified a hierarchy of priorities (freeing up resources), and through better collaboration and systems thinking used the R&D 2nd Generation formulation team to develop a viable alternative that was used to negotiate costs with the existing supplier. The end result achieved a 13% cost of goods saving without changing materials or the supply chain (which would come with significant costs and risks).

Service Suite