Most business advice is designed for companies that fit neatly into existing categories. We focus on the ones that don't.
Our work began when a client asked us to analyze why her artisanal hot sauce company was failing despite following every piece of standard business advice. The answer turned out to be simple: she was treating a creative venture like a commodity business.
That realization led us down a different path. We started collecting stories of businesses that succeeded by ignoring conventional wisdom. Not recklessly—strategically.
What We Actually Do
We're researchers and strategists who specialize in unconventional business models. Our clients are founders building things that don't have obvious precedents.
Some run businesses that sound absurd on paper but work brilliantly in practice. Others are exploring new categories that don't have established playbooks yet. What they all share is a need for strategic thinking that accounts for their unusual circumstances.
Our Approach
We don't believe in one-size-fits-all solutions. Instead, we help founders understand the specific dynamics of their situation. That means deep dives into relevant case studies, pattern recognition across different industries, and honest conversations about what's working and what isn't.
Our background combines business analysis, design thinking, and narrative documentation. We've worked with ventures ranging from experimental food products to subscription models for physical experiences to service businesses built around unusual expertise.
Who Benefits From Our Work
Founders who are building something genuinely different. People who've tried conventional business advice and found it doesn't quite fit. Teams that need help articulating why their unusual approach makes sense.
We're also useful for established companies exploring adjacent markets that require different thinking. Sometimes a successful business in one domain needs unconventional strategies when expanding into new territory.
If you're building something that doesn't fit standard categories, we should talk.