An idea only counts once someone can use it

Where good ideas stall: between a plan everyone likes and a thing that works

Ideas are free. Then one gets a job number and starts costing time, which is money. In meetings it is agreed, someone writes a plan, and then nothing is built, because the plan is good enough to feel like progress.

The gap between a plan everyone likes and a thing that works is where a lot of good ones stall. Nobody has been asked to make a decision that can't be undone yet. Once something is built, they have.

Some we have built

Interactive mirrors for retail. Folio Mirrors worked on a Foot Locker shop floor. The mirror had a dual purpose. It had to give shoppers an experience that promoted products and services, and it had to lift dwell time and basket size.

A curved LED ribbon in an O2 atrium. The screen, the architecture and the brand all had to read as one piece.

A digital-first beauty store for Allure in New York. It was built to be immersive and participatory, which is a different brief from a shop with a website attached.

Entelechy's team data. There was a lot of it. The job was to turn it into a product people can read.

In each case the job wasn't to analyse or advise. It was to make the idea real, and then make it work.

Where we start

Usually with one question: what would have to be true for someone to use this next month?

The answer nearly always includes things that aren't in the plan. Where it sits. Who switches it on. What it looks like when it breaks. Those are the decisions that stall an idea, and they are much cheaper to find in a conversation than in a build.

That is the part we do with you. We'd rather start there than after the budget has gone.