Independent strategic therapy.
Strategy needs to be agnostic and objective - rather than tied to any particular solution.

Bringing in an independent and impartial strategy partner helps you get perspective and solve challenges.

We call this strategic therapy - we're here to listen, and guide your organisation forwards.

We've solved problems for organisations including

"Strategists don’t always understand the business they are trying to support. Matthew does. I’m truly impressed with how quickly he was able to understand our business model, our brand, our products and how we internally structure ourselves." -- Mikael Oldebäck, Klarna

We answer four questions:

1/ What do we need?

Audit and Need Identification - rather than making assumptions, we'll spend time with you to look at what's really happening, what already exists, highlight gaps and opportunities, and get you to a better brief.

2/ How should we do it?

Strategy Recommendations and Direction - the heart of our work, clear and actionable strategy to move your organisation forward - whether it be brand positioning, communication ecosystems, customer journeys, internal decision making, or something unique.

3/ Is this right?

Critical Friend - if you don't need a full strategic output, we often work with clients to challenge or reassure their decision making, or act as an ongoing guide over a longer period of time. Short intense bursts or ongoing support for organisational leaders.

4/ Who can help us?

If we can't help, we know someone who can. - We host Outside Perspective - an independent community of world-reknowned strategic freelancers. We can connect you with the right person, or help you build your own bench of on-demand strategic talent.
"Matthew is a dream to collaborate with. Not only does he bring great positive energy - but his thinking and outputs also arrive with such brilliant clarity and imagination and rigour. He loves to codify too, so that project processes are constantly being optimised for ever more impact and efficiency." -- Dan Gibson, BeenThereDoneThat

Recent Work

Refined brand purpose for scaleup

A refinement of a scale-up's positioning and brand strategy to support their launch in the UK market, after significant success in Sweden. Rapid audit and focused leadership interventions, with supporting content strategy.

Ecosystem design for global play brand

Leading the development of an integrated experience concept, bringing together multiple stakeholders. Strategic leadership, internal collaboration and repeatable process design, to be used across multiple franchises.

Communications strategy for disruptive startup

Developing of a communications platform and channel strategy for a radical digital advertising platform, across Paid, Owned, Earned and Shared media channels. Development of a singular communications idea, and principles for all touchpoints for agency partners to develop creative from.

Category Innovation Sprints

Leading a series of collaborative innovation sprints to identify category opportunities and develop a series of creative briefs for further development, across verticals including healthcare, automotive, SME services and telco.

Freelance bench building for agency

Creating a community of collaborators for a new agency with a model focused on leveraging external talent. Intention setting, prototype network building, and engagement planning.

Clearer intentions for charity

We worked with a leading sector charity to support their leadership team set clear intentions and workstream planning for the year. A facilitation programme of workshops and leadership team meetings to guide decision making and internal communications.

Journey audit for global banking

Mapping a complex customer acquisition and onboarding journey to support internal change and sales enablement programmes. An intense audit programme across customers and internal teams.

Leadership support for B2B

Ongoing support for head of digital for a leading SME focused non-profit - developing strategy, new platforms and relationships with external partners. Coaching and support over multiple years.

Team Purpose and Ways of Working

Working with a team wanting to clearly articulate their purpose, pillars and ways of working to colleagues, creating alignment within the organisation. Making use of the Manual of Me framework.

Agency Partnerships

Working with a business looking to find new marketing agencies and partners - we defined and led the pitch process to embed new partnerships into this organisation looking to invest in marketing led growth.
"Matthew is brilliant at navigating complex information and identifying the crux of challenges quickly. He brings a clear, accurate and almost instinctive sense of what needs to be done to address these challenges effectively, and is always mindful of and empathetic towards the needs of stakeholders (both internal and external)." -- Priya Datta, UnLtd

Proudly Independent.

Our founding partner is Matthew Knight, a multi-award winning veteran strategist and life-long independent, YunoJuno's Freelancer of the Year, an advocate of independent work and mental health for the self-employed. He has lead strategic projects, teams and organisations for over 25 years.

When relevant, Matthew builds teams of fellow freelancers and specialists to collaborate and deliver exactly what's required, and is recognised as one of the industry's leading voices supporting freelancing and independent work.

No matter where your business is today,
let's explore where you'd like to be tomorrow.

[email protected]