Taking a step back and uncovering new perspectives by incorporating multiple viewpoints, inputs and people.


Carefully formulated questions challenge assumptions. Questions clarify the situation and cause individuals, teams and organisations to explore the methods, processes and conventions that drive their actions. We help you articulate where you’re headed.

The first step is to create a comfortable space for dialogue where we can provoke and make you think – We ask tough questions and encourage contradictory points of view to arrive at the real challenges at hand. The workshop allows people to freely expand on spontaneous, contradictory points of view, rather than justifying individual thoughts.

We begin to visualise the landscape in which your brand lives – to really understand you, the user context, your market and ultimately your business. This helps us in the process of questioning: questioning the problem, the assumptions and implications.


Perception and delivery have to meet in order for your business to succeed and reach the right people. We rely on customer insights gained from real world experiments, not only historical data or market research. In this phase, we develop detailed scenarios to map out pressure points through a two-pronged approach.

Outside In – Creates a picture of how the brand is actually perceived by customers, the who, what and why of their behaviour; Inside Out – Investigates the service experience from within and how it aligns with business goals. By plotting these insights against one another, we are able to identify gaps and problem areas. This matrix is a visual representation of the existing landscape; it’s a critical step before defining where you want to go.

Strategy Demographic mapping

1.1 Journey Mapping


Growth starts with clarity, relevance, differentiation, presence, engagement – these factors are crucial for building a successful brand that will stand the test of time. Whether you are looking to grow through market penetration, market development, alternative channels, product development, or expanding the customer base, your brand needs to drive choice.

This stage involves narrowing down on the problem that needs to be addressed. This could be radically different from what you initially started with, and that’s exactly the point – To break down preconceptions and approach your business model or brand with a fresh pair of eyes. This is when opportunities start to emerge and the magic happens. We liken this to creating a custom-made compass that keeps your priorities in check while your brand leads the way.

Rather than being motivated by market forces and competition, growth needs to be derived from the dual forces of design and technology. This is how brands become market leaders as opposed to followers. And how businesses achieve exponential, not incremental growth; creating new opportunities where none existed.

Strategy Demographic mapping

1.2 Growth Opportunity Identification