Our Manifesto
Stop Experience Leak
Every business is quietly losing revenue. Not from broken systems, bad service, or lack of effort but from Experience Leak. The silent loss of revenue, trust, and growth that happens when you design for ideal people instead of situations and states.
Experience Leak is Revenue Leak
The same customer shows up in radically different situations, but most brands only design for one version of them. These unserved situations create friction and that friction isn't just leaking revenue. It's untapped growth.
Friction Markets
Definition:
Growth others miss
These frictions are markets and opportunities that have yet to be claimed by your business. We call them Friction Markets and Opportunity Platforms the growth hiding in the gaps your competitors can't see. Every unserved situation is unclaimed revenue waiting for the first brand brave enough to design for it.
Six value drains
These five enemies are draining your revenue and experience
Experience Leak: Value escaping as meaning, emotion, and trust leak at every handoff and unidentified situation shift.
Service Saturation: Commoditisation kills margins. Everything works, nothing is memorable a race to the bottom doing more for less.
Immersion Fracture: The experience doesn't hold. Customers drift, employees disengage all quietly unsubscribing from your brand.
Best Practice Blindness: Copying competition erodes differentiation, pricing power, and value proposition. Play your game, not theirs.
Fragmentation Loops: Teams working in silos, solving their fragment of the experience driving duplication, cost, and failure demand.
Hidden Deficit of Experience: The gap between promise and delivery that bleeds trust, repeat business, and brand reputation.
Three areas of Leak
Drip by drip, these leaks show up quietly at first then compound across the business
Strategy Leak: Where Best Practice Blindness and Service Saturation create sameness missing untapped Friction Markets and Opportunity Platforms, leaking growth.
System Leak: Where Fragmentation Loops and the Hidden Deficit of Experience multiply tension in your employees and your customers amplifying friction, cost, and destroying lifetime value.
Signal Leak: Where Immersion Fracture erodes trust and Emotional Residue fades. These silent signals give you a glimpse into the future before the dashboards turn red.
These leaks appear at every level often felt first, before they show up in the numbers.
You know something is broken. This is for the leaders who know something is wrong but cant see where
CHROs who've invested in HR and people transformation but still see the function working in process rather than product and experience and watch talent continue to walk out to the competition.
CXOs who've optimised every touchpoint, yet still can't explain why customers aren't coming back despite falling revenue and another drop in customer lifetime value this quarter.
Destination Leaders who've built world-class infrastructure, yet still watch visitors leave without a story worth repeating or one worth sharing.
You can’t unsee it
The leak is everywhere
Banks with seamless apps that customers switch between and branches that feel impersonal and transactional.
Airports designed for throughput, not for the traveller killing time, stressed about connections, or ready to pay for comfort.
Destinations that attract visitors once but never build the stories that drive sustained revenue.
Workplaces that deliver output but bleed talent and institutional knowledge.
Stopping the leak in revenue and experience starts with rejecting the broken logic behind it.
What we reject
Leak by broken logic
Best practice Blindness: Copying what works elsewhere turns you into a generic version of someone else's strategy. Best practices don't make you better they make you invisible.
Designing for personas instead of situations and states: A persona is a fiction, A situation is reality, design for who someone is on paper, and competitors who understand the shift claim the value you left on the table.
Fragmented ownership: When CX, EX, operations, and marketing each solve their own slice, customers and employees do the stitching themselves. That friction is a revenue leak you're paying for twice.
Dashboards that look green while trust erodes: The numbers you measure aren't the numbers that matter. The Hidden Deficit of Experience the gap between what leaders think they're delivering and what people actually feel is invisible until the brand collapses.
Theatre: The Backstage Engine carries every promise you make. When it's aligned, the experience feels magical. When it's misaligned backstage rot, siloed teams, broken incentives, and operational debt.
Closing the Leak
We identify which Friction Markets you're missing and where the revenue is escaping.
We view the employee experience as a subscription service. We design the Services, Products, Interactions, and Experiences that your people want to 'subscribe' to daily, fixing Internal Leaks and moving HR from policy enforcement to product and experience architects.
We immerse ourselves in the Situational Shifts your customers and employees are actually experiencing not the ones you think they are.
We bring the right people together to see the same problem at the same time, align around a single outcome, and close the leak at the strategy, system, or signal level.
For CHROs: We fix the transformation programmes that look good on paper but don't change how work actually feels.
For CXOs: We design for the situations customers are in not the personas you think they are so they come back.
For Destination Leaders: We create the Emotional Residue that turns visitors into storytellers and one-time trips into lifelong connections.
Signed & CLAIMED
This isn't a framework. It's not a methodology. It's a line in the sand.
Experience Leak is real, Friction Markets are real the gap between what you think you're delivering and what people actually feel that's real too.
You can keep optimising touchpoints, copying competitors, and watching dashboards that tell you everything's fine while trust bleeds out the back door Or you can stop the leak.
We know which side we're on. — Knot, December 2025
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