Build what your market wants.
Get value from your AI tools.
Validate & Commercialise
We look across the whole picture: market, audience, product and go-to-market, and build the evidence needed to move forward.
For founders, product teams, and creative agencies who need a coherent commercial foundation, not just a report.
Learn moreAI Training & Adoption
We look at what your teams need, find the quick wins, and build the habits that make adoption work.
For business leaders and teams who want to embed adoption for the long-term.
Learn moreExperience and instinct aren't enough.
The numbers prove it.
46%
of UK AI pilots fail, costing on average £321k
Nobody asked: What problem are we solving?
(Resultsense)
43%
of startups fail building something no-one needs
Nobody asked: Who are we building this for?
(CB Insights)
42%
of marketers blame poor targeting on campaign failure
Nobody asked: Are we reaching the right people?
(Industry Research)
Trusted by organisations, big and small
Our Path: From Assumption to Evidence
We've got a process. It works. Here's how it goes.
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.
Who we work with
Business Leaders Adopting AI
We help you work out what your people need from AI, so what you implement gets used, not shelved.
Creative Agencies Testing Assets
We find out what resonates with your audience before the creative is finalised, so it lands, and you can prove it.
Product Teams Building with AI
We test whether there's real demand before you build, so you ship products people actually want to pay for.
Tech Founders Raising + Scaling
We help you build the evidence investors need to see: real demand, customers, and market fit.
How we work with you
+ Audits
Workshops
Projects
Coaching
Partners
Light touch or full delivery, we work the way that suits you.
Our five-part framework 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.
Juno
Currently in Private Beta, Juno will help you on an end-to-end journey to understand and measure market signals. All you need to do is the interviews.
From £49 from September 2026
Book
Make Products That Matter is a practical guide to give you all the tools you need from idea to post-launch to test your concept with customers and users.
Available on Amazon
Online Courses
Grant Funding Fundamentals gets you ready to apply before the opportunity appears. Design Thinking for Deep Tech for the realities of high capital costs and long R&D cycles.
From £95
Work with us
Billions are wasted every year on products nobody asked for, and AI nobody uses.
We're here to stop that, one business at a time.
What our clients say