How we think, in public — and the brands we've helped find their truth. Real challenges, real discoveries, real craft.
Read how we think before you ever pay us a dollar — two teardowns, two opposite problems, the same method.
They wrote the best origin story in golf — a handwritten note from the clubmaker in every box — then hid it behind a discount.
Read the teardown → StixSelling the product when the real product is a feelingThey're selling simple, affordable clubs. They're actually selling permission to feel like golf is for you.
Read the teardown →Craft proof: the same method, applied. Real footage, real people, real truth on camera.
Three years of factory updates, worker interviews, and real testing footage that turned doubt into belief — one honest story at a time.
A video newsletter, seven priests for seven sacraments, and a window into seminary life. Organic growth in interest — no gimmicks.
We scripted their first in-person gala around the dancers who live the mission. A film that reminded a full room why they showed up.
One mission video, debuted at their biggest annual event. Donations rose that night — and it's still their mission video today.
The smallest way to find out if we see something is a Teardown. Start there.
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