Services

Four practices, usually combined. Every engagement begins with a surface analysis, because you cannot find the normal to a surface you have not mapped.

Finding the normal

We identify the direction your team is not considering: the customer you are not designing for, the constraint you have quietly accepted, the competitor who is not in your category. Deliverable: one vector, clearly stated, with the reasoning that produced it.

Surface analysis

A structured inventory of everything your plan assumes, sorted by how much weight it is bearing. Most plans rest on three or four assumptions nobody has said out loud. We say them out loud, in writing, in a meeting, with a diagram.

Tangent management

Tangents touch an idea at exactly one point and then leave. They look like progress. We identify the tangents currently consuming your team's time, estimate what they cost, and help you decide which ones to keep. Some tangents are worth it. We bill for those too.

Projection

We take your idea and move it into another context, a different market, scale, season, or audience, to see what survives the trip. Ideas that hold their shape under projection are robust. Ideas that do not usually reveal exactly where they were weakest.

Engagements

Engagements are scoped in weeks, not quarters. We are not currently taking new clients.