How we
do it

Reframing the problem.

Imagine this:

You are the owner of an office building, and your tenants are complaining about a slow elevator. Several tenants are threatening to break their leases if you don’t fix it.

When asked, most people quickly identify some solutions: replace the lift, install a stronger motor, or perhaps upgrade the algorithm that runs the lift. These suggestions share a singular assumption about what the problem is— that the elevator is slow. 

When the problem is reframed, a more elegant solution is created: put up mirrors next to the elevator. This solution eliminated complaints, because people tend to lose track of time when given something to look at—namely, themselves.

Courtesy of

This is how we think differently.

The mirror solution is not a solution to the stated problem: It doesn’t make the elevator faster.

Instead, it proposes a different understanding of the problem. Reframing is not focused on finding the “real” problem, but to identify if there is a better one to solve.

We believe the idea that of a single "root problem" to an issue is always misleading.

We see that customer challenges are typically multi-causal and can be addressed in many ways. So we approach each client engagement as unique, evaluating customer challenges from a new perspective, to design better solution.

Problems we've help solve

  • Assessing internal competition & collaboration
  • Designing customer driven mission, vision & values
  • Developing customer centric leadership tools
  • Creating middle-out culture change
  • Identifying unmet customer needs
  • Discovering new markets, audiences, & applications
  • Determining new sales channels & approaches
  • Architecting relevant & resonating messaging
  • Shortening sales cycles & simplifying communications