— culture matters.

Cultural change!

The understanding of organizational culture has become increasingly important.

In times of e.g. organizational change or a M&A, emotion rises, behaviors are triggered, norms and values can be questioned, even lost.

By gaining a better insight and knowledge of the values that are at stake, issues can be addressed in time - a process that significantly improves the odds of a successful change.

Organization Development

Organization Close Up

- leading your tribe.


Organization Close Up is a method we use to get a better understanding of the organization. An O.C.U. starts by defining the situation, observing and asking questions, in order to get relevant information - e.g. mapping the organization. What believes and values are dominating? What hidden needs are unmet? Where does the organization stand in regards to knowledge and awareness of the challenges ahead. These are some of the questions that are under scrutiny and analyzed.

By really understanding your organization you can better address issues and support processes, in order to be on the right track in regards of goals and visons.

We help you achieving that by an Org. Close Up.

Creating meaning!

Innovations not only facilitate our everyday lives - they change what it means to be human; our view on accessibility, connectivity, mobility, security, work, our senses, even time itself. These conditions have to be addressed when conducting ideation.

Ideation is not about far out ideas - it´s about having the right people, how they are led and about understanding the innovation culture and the market.


Innovation Culture

- creating culture.


Innovation is about culture - i.e. what innovation culture your organization have. It´s about having the right people, the right knowledge and the right management. A successful innovation culture has an open structure, that encourage cross border cooperation and social networks. A culture that encourage the different and actually supports failure.

An organization that allows, creativity and improvisation, as well as letting it take time to mature and flourish.

We help you set up a thriving innovation culture.

Tribal Close Up

- gaining human insights.


With Tribal Close Up we bring knowledge and insights to the ideation and innovation process.

What will drive your product category in the future? Where is the market in regards to knowledge, awareness and consumer behaviour? What trends and perspectives are at stake?

An ideation or innovation process starts by defining the situation - asking the right questions, as getting relevant information by mapping the landscap.

That is the essence of a Tribal Close Up.

UX & Innovation Design

- a user centered approach.


User Experience & Innovation Design doesn´t start with functions or algorithms, it starts with human insights.

With needs and how it enhances our ego. UX is about how a person feels when interfacing with a product, system or service. It involves behaviors, attitudes, and emotions about using a particular product, system or service. UX includes the practical, experiential, affective, meaningful and valuable aspects of ownership.  It’s about enhancing the experiences that people have while interacting with your product or service.

We help you gain human insights and creating user centered innovations.

Social & Environmental Analyses

- being future oriented.


Social and Environmental Analyses focus on the trends taking part in the world. Major changes in the society as technological development, migration, legislation, climate change and globalisation affects the organization and in extension it´s innovation.

We identify the social and environmental factors that will have an impact on the branch and organisation, and hence needs to be addressed. Understanding the society and trends - where it´s heading is core to succesful innovations.

M&A Culture Change

- due diligence is just the start.


Mergers are special. Focus is often oriented to the due diligence - but as most managers have come to realize it´s the fusion of two cultures that is the real challenge. A merger is a turbulent time for an organization - emotions and feelings are stirred up. Rumours, hearsay, preconceptions - rational as irrational - are tumbling around within the organizations. It´s quiet easy for the management to miss these signals or simply neglect them in busy times. A fateful misstake - 7 out of 10 M&A comes out short often due to cultural issues. By identifiying what issues are at stake, an alert management can better address and clarify in order to get a smoother transition.

We help you to map out the essential issues.

Organizational Change

- change is not strange - no change is strange.


Change is inevitable - change creates threats as possibilities. Most of us avoid change - because change creates uncertainty and disturbs the familiar - and that´s also the reason way regular organizational change is vitale.

Studies shows that organizational changes are necessary in them self in order to avoid stagnation. Organizational change brakes up old settings and routines, while opening up structures, encourage cross border cooperation and bring in new social networks.

We carry out qualitative studies to identify obstacles, "pains" as well as possibilities within the organization – to create a change you want to embrace.

Change Management

- management is key.


Change management is a structured way to obtain change from one position to another within an organization or a team. Change is constant - so an organization has to constantly question their position, yet not stress it´s members or the customers.

To handel this balance, management is key. Behavioral changes as business perspective, e.g. process and technological change, has to be lead. Top management sets the stage, middle management carry out the strategies in the daily operative work. A work that require skills in understanding humans and context.

Our offer focus on middle management, giving them tools in working with a team. In short becoming a coach within change.

Value based insights!

There is no such thing as one market - or for the matter one culture. Today´s markets consist of several cultures and "tribes" - and within them microtribes - all with swiftly changing believes, values and relations to the organization´s offer.

By detecting these tribes and map their preferences, one can better match the coherence between customer value and brand offer.

User & Consumer Insights

Strategic Communication

- the act of choosing a path - and sticking to it.


Imagine your organization as a ship - small or big. The crew is your organization, the cargo your offer, the harbors your market, the sea your challenge, the other vessels your competitors - got the picture? In order to take you where you want to go, you set your route, map your plans, adjuste your instruments and inspire the crew. You hoist your sails! Nothing happens – where´s the wind?

In this metaphor the wind is the communication.

It´s the wind that will help you embark on your voyage, supporting your business strategy. It´s the wind that will make the internal processes works and take you to the markets. In Strategic Communication we determine what to say, how to say it, as where and when to say it. Set sail!

Tribal Close Up

- user or market knowledge.


Tribal Close Up is a method we use to get a better understanding of users or customers. A Tribal Close Up starts by defining the situation - observing and asking questions, in order to get relevant information - e.g. mapping the users or customer values and preferences. What believes are dominating? What hidden needs are unmet? How do they relate to your service, product or organization? These are some of the questions that are under scrutiny and analyzed.

By really understanding the persons you want to reach, one can better address issues and support processes, in order to be on the right track.

We help you achieve knowledge and insights by conducting a Tribal Close Up.

Inspiration & Training

In need of inspiration, a different perspective or to get a kick-start in regards to a new project? Or training your your team in a specific topic?


We do general teach-ins and trainings, as more tailor made work shops towards a defined group & topic.


The assignment can stretch from a couple of hours of tutoring, to whole days. The assignment as the ambition set the agenda.


We conduct training, seminars and workshops in most of the topics above.

Brand vs Customer Values

- perfect match?


Brand values is meant to reflects the brands inner "soul"– its meta values. Values that reflect not only what the product or service stands for but also the price people are willing to pay. In a best case scenario a brand´s value equals the value users acknowledge. It´s said that "diamonds last forever" - however most over products or services don´t. Values need to be constantly up-dated and re-positioned due to fact that trends as preferences changes. Terminology also changes, in both it´s significance as its meaning. In order to adress your offer with the correct values you have to review your brand values with the markets values. In Brand vs Customer Values we conduct quality studies to find out where values meet or disagree, analyze users and customers preferences, as well as helping out positioning your offer.


- marketing from three perspectives.


ARCTM is our own method in order to understand and reaching out to a market. ARC is an abbreviation for Antropology, Rhetoric and Communications. Antropologhy is the understanding of man and human cultures. Rhetoric is the art of communication - being convincing and persuasive. The C stands for Communication, setting up a strategy that supports the overall business strategy. ARCTM is in other words a full coverage of understanding target groups, addressing a market and how to operate on the designated market. ARCTM is a tool that gives you the full picture, three perspectives that gives the pre-requisite to develop strategies in order to enter a new market, finding new areas or segments.

ARCTM is either offered as a full qualitative studie or as a two day internal work shop.

We also tutor in:

Ethnography - a tool for gaining understanding.

Cultural Analysis - the major player.

Phenomenology - how we perceive.

Go Native - ethnography IRL.

Whatever the topic we bring you new perspectives, insights as wows. Knowledge that will give you a competitive edge!

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