Our Path.
Your Journey.
Before you build it, launch it, or implement it, we find out whether it will land, then we help you make it happen.
Every failed project started with assumptions, not a question.
46%
of UK AI pilots fail, costing on average £321k.
Nobody asked: What problem are we actually solving?
(Resultsense)
42%
of UK businesses scrapped AI initiatives in 2025.
Nobody asked: Does this align with where we're going?
(S&P)
47%
of a campaign’s sales impact comes from creative.
Nobody asked: Who are we trying to reach?
(Nielsen)
We generate the evidence you need to make key decisions, then help you act on it, whether that's through training, consultancy, or hands-on fractional leadership. Every step builds on the last, so you move forward with confidence, not assumptions.
Our Path: From Question to Evidence
Who we work with
Most AI implementations fail before they start. The problem wasn't defined, the use case wasn't validated, and the people expected to change how they work weren't ready. We establish the clarity needed to begin and build the internal capability to make change.
Business Leaders Adopting AI
Before the budget is invested in creative narrative and assets, we find out whether it lands with the people you're trying to reach and has an ROI. Agencies that know their audience win more pitches, retain more clients, and produce work that proves its value.
Creative Agencies Testing Assets
Product teams and design agencies face shrinking timelines, tighter budgets, and pressure to build faster with AI. Before the build, we establish who will buy, why they'll buy, and what they'll pay. Commercial foundations for better products, less waste, and faster growth.
Product Teams Building with AI
We help founders build the commercial case: the market, the customer evidence, and proof of demand that serious investors expect to see to clarify PMF and signal-led growth. We help investors, universities and accelerators strengthen the commercial skills of their portfolio.
Tech Founders Raising + Scaling
Your Journey: How We Work
+ Audits
Workshops
Projects
Coaching
Partners
The journey is adapted to your business and commercial needs. We can build your and your team’s capabilities through training and coaching, or we can do the heavy lifting and deliver the work for you through consultancy and fractional leadership.
Our mission: Before you build, prove it works.
Too many great ideas fail not because they were wrong, but because the business, adoption plan, or campaign behind them was never grounded in reality. That's the gap we close.
We work with founders building toward their next raise, accelerators and investors strengthening the commercial skills of their portfolio, business leaders making AI adoption actually stick, and brand agencies who want to know whether their creative lands before the budget goes in.
The work looks different depending on where you are. But the problem is always the same: consequential decisions being made on assumed knowledge or AI output, rather than the human evidence and experience.
We've seen it more times than we can count. Brilliant founders who haven't answered the commercial questions investors will ask. AI implementations are evaluated on technical merit rather than whether anyone will actually change how they work. Creative directions were committed to before anyone checked if they resonated.
We help you identify the signals the market is sending, before it becomes too expensive not to know.
Trusted by organisations and founders
AI agents, courses and the book
Our commercial validation methodology in your hands.
AI agents and resource libraries that guide you through each stage at your own pace, online courses for grant applications and design thinking, and the book that started it all.
Currently in Private Beta, Juno has been designed to use multiple AI agents to guide you through key stages of your customer discovery journey, the first part of our Validation Framework.
Based on 25 years of academic work and combined with the latest commercial strategies, our Framework will help you on an end-to-end journey to understand and measure market signals. All you need to do is the interviews.
Make Products That Matter is a practical guide for entrepreneurs and product teams on how design thinking, lean startup, UX, and Agile fit together, bridging research, validation, and implementation into one coherent approach.
This gives you all the tools you need from idea to post-launch to test your concept with customers and users. The Lemonade Van is a case study that runs through the book, so you can see how the tools can be applied.
Grant Funding Fundamentals gets you ready to apply before the right opportunity appears, so you're not scrambling when it does. Design Thinking for Deep Tech adapts the Double Diamond for the realities of high capital costs and long R&D cycles, covering customer empathy, systems thinking, and how to translate complex science into something non-technical audiences can act on.
What our clients say