Our Manifesto
Stop Experience Leak
Every Business is quietly losing revenue, not from broken systems, broken, bad service or lack of effort but from Experience Leak. The silent loss of revenue, trusts and growth designing for ideal people instead of situations and states
Experience Leak is Revenue Leak
The same customer shows up in radically different situations, but most brand and organisations only design for one versions of them. This unserved situations causes friction isnt just causing revenue leak its also untapped growth.
Fricton Markets
Ignoring these five enemies drain value
These frictions are a markets and opportunities that have yet to be claimed by the business. We call theses missed markets and opportunities Friction Markets and Opportunity platforms.
Five value drains
These five enemies are trains on revenue and experience
Experience Leak: Value escaping as meaning, emotion and trust, as leak happens at every handoff and unidentified situation and state shift
Service Saturation: commoditization kills margins, everything works nothing is memorable all in a race to the bottom doing more for less
Immersion Fracture: The experience doesn't hold, customers drift, employees disengage all unsubscribing from you as a brand and business
Best Practice Blindness: Copying competition erodes differentiations, pricing power and value proposition play your game not theirs
Fragmentation Loops: Team working in silo solving their fragment of the experience all driving duplication, cost and failure demand
Hidden deficit of Experience: The gap between promise and delivery bleeds trust repeat business and brand reputation
These leak show up quietly as three areas of leak.
Three areas of Leak
Drip by drip these leak show up quietly at first in three areas across the business all compounding
Strategy Leak: where best practice blindness and service saturation is blind by sameness missing untapped Friction Markets and Opportunity Platform and leaking growth
System Leak: where Friction Loops, Hidden Deficit of Experience multiplies in-house tension in your employee and outside in your customers all amplifying friction, cost and LTV
Signal Leak: where Immersion Fracture erode trust, Emotional Residue, these silent signal give you a glimpse into the future before the dashboards turn red
These leak appear at every level often felt first before their seen in the numbers and dashboard
You know something is broken. This is for the leaders who know something is wrong but cant see where
CHROs who’s 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 competition
CXOs who have optimised every touchpoint of the journey, yet still cant explain why customer are not coming back, despite falling revenue and another drop in customer life time value this quarter
Destination leaders who have built world infrastructures, yet still watch visitors leave without a story worth repeating or one worth sharing with others
What we renject
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 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 traveler 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
Closing 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 & CLAIMED
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.
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