Looking through multiple lenses
to find truth and inspiration
Every business, every organization, every endeavour is part of a much wider
universe. Real insight is almost always buried in unexpected places. That's why
we look through 3 different lenses:
You can't get away from the world! The fragmentation of
lives, the impact of technology, the aging population, the new roles of food,
money, leisure, the changing national identity… these things and many more help
to shape opinion, behavior, hopes, dreams and the way we all live our lives.
We don't just look at the obvious targets but all
those who influence decisions: the doubters, complainers, rebels, rejecters,
fringe players, customers' customers, outside influencers, key informants, early
adopters, opinion leaders, cheque-signers and next door neighbors.
The Organization or Brand
every organization, every brand, there's a more successful one trying to get
out. Most organizations underestimate the power inside and the deep-rooted
equity in existing brands. We always start by asking 'What are you doing
right?' and like to spend time exploring the dynamics of previous and current
We like to look at every challenge, big or small, through all three lenses.
It gives us the bigger, richer picture, with detail, texture - and unexpected