Our Philosophy

Product development is difficult


We  get it. Developing profitable products and services is tough.  In fact,  most new innovation projects fail.  Unfortunately, this often means a  lot of wasted resources and time. We focus on bringing rigor to the  uncertainty of product development so that rational, data-based  decisions can be made. 

There is no silver bullet


Unlike other firms, we do not believe that there is a single template or rigid  set of questions or protocols that will work for everyone.  We work with you to  understand what is (and is not) working to help identify the right approach to achieve success. 

Fit matters


 The  bottom line is that an opportunity is worth pursuing only if the market  is attractive and is aligned with your firm's financial expectations  and competencies. When you select projects that fit with your business,  your chances of success increase greatly.