We help companies, NGOs and Government agencies to innovate, and we occasionally spin-out our own companies. If we get things wrong, we don’t get paid. Or we lose our own money.

We believe the best way to ensure we get paid and don’t lose our money is to understand – at a first principle level – how the world works. We have spent the last 25 years doing the best we can to unravel as many of its mysteries as we can. We have analysed over 11 million case studies, and have stood on the shoulders of the world’s finest minds. We have sought to see further.

Innovation is about change. Some people want change, others do not. Some people say they want change, but don’t. Some people say they don’t want change, but will. Failure to understand people is why 98% of all innovation attempts fail. Our job is to be in the 2%. In order to get there, it is necessary to understand how people really think.