How it works

How we do what we do

We use great talent – Every project is led by a principal member. This leader is engaged in the day to day leadership of the team, and even creates deliverables. We employ only the best of the best in strategy, engineering, product, and design.

We study customers deeply – We use empathy on our journey to find fundamental insights. This allows us to define solutions to unmet and unarticulated needs of customers.

We thoughtfully architect whole systems then quickly test and iterate – we work backward from the ideal state for the customer, then we approach the hardest or most unknown parts first, to de-risk the project and deliver value quickly.

We don’t believe lean startup methods were meant to mean blindly “test and learn”. Instead, we think it’s wise to design the whole thing thoughtfully, then pick the hardest/riskiest parts, test, and iterate – For example, if you were tasked with building a bridge, would you “test and learn” with what you know right now, then later discover that support columns improve stability? Obviously no. You would hire the best experts in bridge building: structural engineering, metallurgy, wind engineering, seismic design, marine, geotechnics, architecture, and more. We will architect the whole system, then quickly develop tests to solve the hardest parts. Only then, will we embark on the process of building at scale.

We build things for ourselves – Many agencies just “consult” in a vacuum. We actually build products, services, and entire startups for ourselves. We think scaled businesses are important to ensure we maintain deep empathy for our clients and also keep our execution abilities razor sharp.

How we organize – We think collaboration, cooperation, and coordination will allow small independent teams to accomplish new amazing things.

We value ideas using a simple 3 part formula: 1) Does it address a huge problem or opportunity space. 2) Is the solution radical enough to provide an enduring advantage 3) Does the technology exist that is relatively feasible. (Bottom line, we prefer not to work on ideas that are frivolous, small-bore, or impossible to execute)