Get to know us

Our founders are ex-blue chip FMCG marketeers. Because they’ve been in your shoes, they’ve experienced getting approval from consumers in qual. Only to have the concept fail in quant. And spent tireless weeks building a business case for a new idea… only for the competition to beat them to launch.

They became frustrated by the innovation failure rates within businesses they worked for. And at the huge inefficiencies of the process. So, having decided there must be a better way, they set about identifying all the roadblocks to real innovation. And then developed proprietary tools and methodologies to overcome them.

Our mission became to reshape the future of innovation. To identify the blind spots. And get past the challenges that so often derail a great idea. This wasn’t straight-forward. It led to us needing to rip up the rule book that has been considered best practice over the last 20 years.

The result is a dramatic increase in success rates – saving clients time and money. And taking the risk out of the innovation process.

Over the past 7 years we have created

over 246 propositions
identified 112 market opportunities
delivered 18 innovation sprints
worked in 21 countries
earning a 76% client repeat rate

Our proprietary tools

Our proprietary tools have been designed to address the pitfalls in the innovation process.

These methodologies are inspired by key principles from behavioural psychology, design thinking, semiotics and gamification.

They have proven themselves to dramatically increase success rates for our clients, time and time again.

Exploding, exploring and exhausting all of the possible solutions

Provides a higher level of questioning and hypothesising. Creates the ability to make new connections. Enables category boundaries to be broken and rebuilt, fast.

Divergent stakeholder workshops

Involves highly thought-provoking tasks that enable people to work in a divergent way, while applying critical thinking. Uses the power of visuals and game play to upset the status quo and ignite creativity, all within tight parameters.

Mapping and building of opportunities, brand features and conceptual ideas with consumers

  Designed to get to consumers’ subconscious mind – and circumnavigate the self-policing. Working with consumers one-on-one, we visually gamify every question we pose to them. The process reveals what they really think and do… not what they say they do.

Gamified opportunity and concept building IP

Using between 200-400 pieces of bespoke visual game stimulus, we help consumers deconstruct their thinking. We help them find creative answers to problems with no pre-set solutions, but only parameters to operate within.

Our people

WE ARE NATURAL BORN INNOVATORS. WE BRING A UNIQUE BLEND OF STRATEGIC THINKING, CREATIVITY AND COMMERCIAL RIGOUR TO EVERY PROJECT WE DELVE INTO.

Natalie Reed

Natalie Reed

Founder and strategist

Shelly Greenway

Shelly Greenway

Partner & strategist

THROUGH OUR NETWORK OF ASSOCIATES AND COLLABORATORS WE CAN PRETTY MUCH DELIVER INNOVATION PROJECTS ANYWHERE AROUND THE WORLD.

THESE CULTURALLY INSIGHTFUL PEOPLE HAVE BEEN HAND SELECTED AND ARE ACCREDITED PRACTITIONERS OF THE STRATEGY DISTILLERY PRINCIPLES AND METHODOLOGIES.

Abbie Price

Abbie Price

Strategist (Europe)

Zoe Matthews

Zoe Matthews

Strategist (US)

Katie Price

Katie Price

Strategist (Europe)

Margot O'Reilly

Margot O'Reilly

Strategist (UK)

Valeria Carlodalatri

Valeria Carlodalatri

Strategist (Italy)

Karolina Jasek

Karolina Jasek

Strategist (Poland)

Denise Kwok

Denise Kwok

Strategist (China)

Maria-Sylvia Sahmkow

Maria-Sylvia Sahmkow

Strategist (Latam)

Erica Lee

Erica Lee

Strategist (S Korea)

OUR INDISPENSABLE LEAN, MEAN AND KEEPING EVERYTHING RUNNING TEAM

Sarah Williams

Sarah Williams

Office Manager

Dione Chambers

Dione Chambers

Finance

Judith Parkin

Judith Parkin

Marketing

Andy Stagg

Andy Stagg

Graphic designer