Our Manifesto:
STOP EXPERIENCE LEAK
Every business is quietly losing revenue. Not from broken systems. Not from bad service. Not from lack of effort.
From Experience Leak.
The silent loss of revenue, trust, and growth caused by designing for ideal people instead of the situations they're actually in.
The same customer shows up in radically different situations.
But most organisations design for one version of them, The unserved situations create friction. That friction isn't just cost it's untapped growth
It's a market the business hasn't claimed. We call those missed opportunities Friction Markets.
And from ignoring them, five invisible enemies drain value:
Experience Leak
Revenue escaping as meaning, emotion, and trust leak at every handoff
Service Saturation
Commoditisation kills margin everything works, nothing stands out
Immersion Fracture
The experience doesn't hold customers drift, employees disengage
Best Practice Blindness
Copying competitors erodes differentiation and pricing power
Fragmentation Loops
Teams solving fragments multiply cost and failure demand
Hidden Deficit of Experience
The gap between promise and delivery bleeds trust and repeat business
….These enemies show up quietly, as three areas of leak
Three Major Leaks
Strategy leak
Where Best Practice Blindness and Service Saturation miss Friction Markets and leak growth
System leak
Where Fragmentation Loops and the Hidden Deficit of Experience multiply friction and cost
Signal leak
Where Immersion Fracture erodes trust and Emotional Residue while dashboards stay green
title
This is for leaders who know something's wrong but can't see where.
CHROs who've invested in transformation but still see talent walking out.
CXOs who've polished every touchpoint but can't figure out why customers don't come back.
Destination leaders who've built world-class infrastructure but watch visitors leave without a story worth repeating.
What we Reject
Best-practice-led experience: 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 is the gap between what leaders think they're delivering and what people actually feel. It's invisible on dashboards, absent from KPIs, ignored in boardrooms until the brand collapses and Emotional Residue drains.
Theatre: The Backstage Engine is the real experience the hidden system of people, processes, tools, and workflows that carry every promise you make When it's aligned, the experience feels magical. When it's misaligned, it breaks in a hundred tiny ways backstage rot, siloed teams, broken incentives, and operational debt.
You Cant Un-see it
Banks with seamless apps customers forget and switch from.
Airports that move millions efficiently but lose premium travellers to competitors who feel better.
Destinations that attract visitors once but never build the stories that drive sustained revenue.
Workplaces that deliver output but bleed talent and institutional knowledge.
These systems look complete. But they leak revenue.
We fix the leak
We identify which Friction Markets you're missing and where the revenue is escaping.
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 programs 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 and claimed
January 2026
When you identify and claim Friction Markets before competitors do, When you close leaks at the strategy, system, and signal level, When you align Backstage Engine and frontstage promise
The experience leak stop and so does the revenue leak.
The growth returns, the experience becomes a competitive moat.