The external world is changing, and consumer values and expectations are shifting.
The advantages of yesterday were scale, efficiency and uniformity – they created big barriers to competitive entry.
But in today’s world, those advantages are less insulating, and it’s the companies that are solving people’s real problems and creating added value who are winning.

Sustainable growth only comes from earning the decisions of the people you serve; understanding and solving their pain points. For many companies, strategies are based on their internal requirements, how much growth they want to achieve, products they want to launch or perceptions they want people to have of them. Many forget that revenue only comes from earning the decisions of the people in their favour and the willingness to pay money for the products or services you have to offer.

What we did

This multinational company required a fundamental shift FROM thinking about their brands and business TO the people they were serving; their lives, motivations and ambitions, unlocking fresh insight that enabled the team to identify growth driving opportunities that started ‘outside in’ instead of ‘inside out’.

By revealing the most valuable human problem to solve or opportunity to add value, the brands were able to identify fertile sources of growth and clear strategies to knock down customer barriers.