We’re on the leading edge of design and business and honed our approaches within start-ups and inside Fortune 100 companies. We bring fresh, honest perspectives and solutions to everything we do.


Elliott Williams has practiced strategy and design at 2nd Road, PNC Bank, and as a leader in tech start-ups. He launched Catapult and Legalsifter, and holds patents in machine learning and legal documentation.

He knows when a problem requires slower, iterative approaches and when it needs fast disruption.

MIT, Cognitive Science; Carnegie Mellon, Human-Computer Interaction, Tepper School of Business.



Alex Wilcox Cheek is an entrepreneur and designer in one: he co-founded Macromicro, Classroom Salon, and Skale, and holds patents in data visualization, social currency, and online learning. For ten years, he was a Carnegie Mellon professor in Design, Business, and Information Systems.

He is a classically-trained designer and has led teams from visioning to strategy and transformation.

Carnegie Mellon, Design and English.



Senior Director, Business Development

Richard Eckel leads sales and business developement. He specializes in early-stage growth and has spent his career turning new technology into products. He believes in the transformative capacity of design thinking to drive growth.


Our Values

Actual Honesty

We blend our outsider’s perspective with research insight to be candid about your roadblocks, strategic shortfalls, or the practices that hinder innovation. A lot of times, you have to disrupt yourself before you can up-end a market.

Human Centeredness

Inventing the future isn’t done solely through numbers and analytics. We believe in the human process of discourse, debate, and alignment. Our approaches are a systematic way to frame human ecologies and wicked problems that don’t make it into a spreadsheet. Then we act on them critically and collectively.

Making the Complex Clear

Problems of business, technology, and human nature are complex. Simplification has its risks: you can lose resolution, the social dimension, or the interconnections. Our heuristics clarify the complexity without losing sight of what matters.

Iterative Solutions

Blue sky. Focus groups. Market reports. Cool. Unfortunately, these approaches provide generalized guidance, short term solutions, or direction that leads into corners. They show us what doesn’t work. We test ideas through experimentation, nudging systems from all sides. This helps our teams learn fast, align to a clear direction, and get to more sound solutions faster.

Risk Taking

Innovation is full of incomplete information and insufficient data, but decisions still need to be made. We help taking necessary risks because no client can simply stick with the status-quo. We help fill information gaps, work off hunches, plan strategically, and move forward with confidence.


We seek middle-way outcomes that balance business goals and stakeholder needs. Too much emphasis in either direction leads to being stuck with “the way things have always been done” or risk too great to assume. Great outcomes balance both sides.