Our Philosophy


What is our philosophy?

Our philosophy is fairly simple. We humanize brands and power business processes with people aka humans– we call it creating Hyper-Social Organizations.

Why Hyper-Social Organizations? Well,  it has to do with human behavior, change and culture. Human behavior has not changed in 20,000 years. More than 80% of human behavior is based on very ancient habits and most human traits are innate. Some examples include:

  • Humans still live in tribes. Most of us are just not born in them and limited to one in our lifetime, we join tribes based on joined passions, shared interests, or common pains.
  • Reciprocity, where I help you knowing that when I need help you will give it back to me, is not something we learn from our parents or teachers -- it's a reflex.
  • The need for power and status are innate human characteristics.

We could go on and on with more examples, and many of them are expanded upon in our publications.

The most important human invention is culture. Culture is like the software that allows us to learn from one generation to the next without having to modify our DNA. Culture is how humans deal with change. Cultures permeate throughout all human tribes, and can be very different from one tribe to the next. Think of the different languages being used by people who text vs. people who use twitter.

If you want to succeed with your product launches, your change management initiatives, your innovation strategies, or becoming cuctomer-centric, you first need to understand the cultures of your employees and customers who will be involved with those initiatives. Better yet, you need to be able to predict how those cultures will change based on the initiatves that you plan to introduce.

Another big mantra of ours is that we like to base our recommendations and advise on research. There is a wealth of powerful research that resides in Academic silos that we have used verys successfully in business. When we do not have that, we create our own research -- which we have done in partnership with SAP, The Society for New Communications Research, The Conference Board, Deloitte, Carnegie Mellon University, IABC, and many other great organizations.