Blog.

Thoughts, ideas, and perspectives on combining research with reality.

Thoughts, ideas, and perspectives on combining research with reality.

Thoughts, ideas, and perspectives on combining research with reality.

Mar 18, 2026

The most important launch decisions are made before anyone knows if they'll work

Exploring the role of early stage behavioural evidence.

Transformation

Mar 6, 2026

Why innovation decisions default to the most senior person in the room

Exploring the role of the HiPPO problem — the Highest Paid Person's Opinion.

Culture

Feb 19, 2026

What the innovation industry gets wrong about consumer research

Behavioural economics has been making the case for decades that what people say and what they do diverge systematically and predictably.

Strategy

Jan 21, 2026

The case for moving behavioural evidence earlier

How can we shoft the timeline of gathering real behavioural evidence in innovation?

Transformation

Dec 10, 2025

Innovation conviction is not the same as investment confidence

Innovation conviction vs investment confidence. Increasing precision and certainty.

Leadership

Nov 28, 2025

Five questions to ask before you commit to a launch

Before committing significant launch resource, there are five questions worth answering with something better than internal conviction.

Culture