How I Work

I’ve never been accused of taking the path of least resistance. I create space to ask questions, challenge orthodoxies, and see with new eyes.

Wear your seatbelt, but feel free to put your hands out the window…

It’s about asking the right question at the right time

  • What is?

    Together we will frame the opportunity and dive into the problem or opportunity. Guiding us is the desire to formulate a point of view about the current state. What are the issues? What opportunities exist? What are the influencers, drivers, and vectors of change that shape what we currently see and experience?

  • What does it mean?

    First, we will establish a clear understanding of the current situation. Then, we will analyze non-obvious patterns and relationships to create unique insights. Using this information, we will develop a persuasive narrative for change that will engage and align stakeholders towards achieving the desired future state.

    Newton didn’t invent gravity. He gave it a name…

  • What's possible?

    It’s time to create! Tethered to reality by our insights, we will use them as generative springboards to dive into what’s possible. Whether we use storytelling, analogy & metaphor, or product/service scenarios, our goal is to paint a rich picture of the future, why care, and who’s impacted by our solution.

  • How does it work?

    How will it work, how should it work, and do we have the right definition of work? We will learn by doing. We will bring our ideas to life through ever higher levels of fidelity until it’s time to share them with the world.

    “A prototype is an embodied question”

    Diego Rodriguez Telechea

the right question is the answer

How we start is as important as what we do. Do we understand the forces that shape what we do? Do we understand what we don’t see as much as what we do? Will today’s definition of success be relevant tomorrow? What’s new, what’s different, and what’s evolving?

Leaning into questions like these requires courage, curiosity, and an unapologetic pursuit of clarity.

In design, we say, “At this point, it’s more important to be clear than correct.”

Jeremy Alexis

Tony was our advisor, coach, and in-house practitioner. He helped us evolve this practice and showed us what good looks like. Tony is so good at getting to the heart of values.

— Tim Ottman, Senior Director of Client Experience at Northwestern Mutual

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What I Do