Our Path.
Your Journey.
We are a commercial validation consultancy. We generate the evidence organisations need before a commitment becomes a cost.
Every failed project started with confidence, not a question
£321K
Average cost of a failed AI implementation.
Nobody asked: What problem are we actually solving?
42%
of UK businesses scrapped AI initiatives in 2025.
Nobody asked: Does this align with where we're going?
52%
of creative assets never reach a consumer.
Nobody asked: Who are we actually making this for?
Our framework is designed to create the evidence you need based on signals from customers and the market to justify key commercial decisions along your journey to de-risk the investment of time and resources.
Our Path: Asking Questions That Matter
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
Brand + Creative Agencies Testing Assets
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 a ROI. Agencies that know their audience win more pitches, retain more clients, and produce work that proves its value.
Product Teams + Agencies Building with AI
Product teams and agencies face shrinking time, budgets, and relentless pressure to build faster with AI. Before the build, we establish who will buy, why they'll buy, and what they'll pay, the commercial foundations for shipping better products, less waste and faster growth.
Vertical AI Founders Raising + Scaling
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.
Your Journey: How We Work
+ Audits
Workshops
Sprints
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 evaluated on technical merit rather than whether anyone will actually change how they work. Creative directions committed to before anyone checked if they resonated.
We help you find out what's real, before it gets 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, our Customer Discovery Toolkit, combines multiple agents to guide you through key stages of your Founders Journey. You will take foundational steps, define your hypothesis and ICP, complete a market analysis and design interview questions.
You will analyse your interview transcripts and receive a report on signal strength, hypothesis validation and a go/no-go recommendation.
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