No matter how valiant or exhaustive the effort, effort itself does not create a market for a product/service in any sustainable way. Nor does it ensure that a company is ready to meet the demands of supplying a product/service to a market.

Our position is to teach our clients to be allergic to reactivity. By the time the reaction has been realized for a new identity or product or feature, its intended market will have shifted again. What is the gain here? Underperformance, back-foot culture, or worse.

Our Market Readiness approach to strategy fosters the creation of harmony between company positions and offerings with marketplace needs. This harmony does not mean that our clients can see the future, but that they know how to see themselves in it. Harmony allows effort to match the dynamics of a market in real-time and enables companies and products to understand the ways in which they can affect the market, rather than be affected by it.