Decision Science for business growth.

Each of our consulting services centers around a common business problem. Choose the one that makes most sense for you.

"Why aren't more people buying more of my stuff?"

Let's take a holistic approach. And not just because "holistic" is trending.

You could rebrand or try an ad campaign. You could create a new product feature or change your pricing. Or you could rewrite your sales plays. 

Whatever you choose had better work.


But before you hire a brand strategist, marketing consultant, product and pricing expert, or sales consultant, ask yourself if you really know how consumers in your category are making purchase decisions in the first place. Because there's more going on than just what you're doing. There's also what's going on in consumers' heads and in their lives.

Consumer decisions are driven by identity; does you brand speak to theirs?

Price points are symbolic, and consumers make decisions based on what symbols mean. What does an even versus odd price symbolize to them?

Buying your excellent product might still mean having to make a decision, and consumers like to put off deciding. How can you make the decision-making process easier for them?

"Know thy consumer" means knowing how they make decisions. This the place to start.

"Should I quit my day job to launch this new startup?"

Let's get real. Your friends might love your idea, but there's more to it than that.

With so much advice out there on how to start and grow a healthy business, it's amazing that so many businesses fail.

Actually... it's not. 

It all comes down to solid decision-making, and unfortunately, the stress and uncertainty that goes with entrepreneurship can lead even the most intelligent and knowledgable people straight into bad decision-making. 

And given that entrepreneurs, like most humans, are biased toward overconfidence (they have to be!), they're not likely to see their bad decisions for what they are until it's too late. 


This service takes you through a multi-step process that vets your business idea, refines it, brands it, and launches it in an optimal way. We include checkpoints to make sure that your decisions aren't driven by things that could unnecessarily lead you astray - like expressive utility, informal norms, narrative bias, or mental heuristics (to name a few). 

There are no guarantees (the market is finicky and consumers are tough). But you can move forward with confidence.

"What can I do about my reputation?"

You have something valuable to offer. How can you make people see that?


Whether you're trying to grow your personal reputation (as a thought leader or public speaker) or the reputation of your company (as a beloved brand), you need a strategy that understands how people decide who or what to love. If you can't get inside the heads of the people you want to attract, you can't build the most effective plan for attracting them.

Sometimes brands are popular not for what they do or say. Sometimes a person advocates for a book author, or a tech company, or a packaged snack because of what that support tells others about who that person is. Is your brand set up to maximize the "expressive utility" of its audience or consumer target?

Sometimes brands need influencers, but there are different types. Some may have a lot of social media connections, but they have the wrong ones. Some might have only a few connections, but those connections are bridges to exactly the people you want to target. How much do you understand about your social media advocates?

It's not enough to just throw out an ad campaign or to get a lot of followers on Instagram. Decision Science principles rooted in symbolic interactionism or social network theory can level up your brand's growth in ways that traditional marketing knowledge can't.

Let's spread the word. In a way that counts. 

"Why does no one like working here?"

You're a good leader. So what's the problem?


Some of the best companies go through phases. Some have beloved CEOs but miserable employees. Some make huge profits but also have huge retention problems. 

Some leaders respond with re-orgs. 

Some ask an HR rep to put together team-building workshops.

Some buy their employees really nice schwag. 

Sometimes these are the right decisions, and sometimes they're not. If they're not, things could get worse.

We can help. We will take your organization through a multi-step process where we identify the sources of workplace dissatisfaction that lead to poor employee decision-making and that negatively impact internal harmony and productivity. We advise on whether more or less organizational hierarchy would benefit your company (because the structure of your organization impacts its culture). And we identify the mental biases that have engrained themselves into your workers' mindsets without you even knowing it. 

You're a great leader. Let us help you show them just how great you are. 

"My business coach isn't helping; can we just talk?"

Sometimes a conversation is all you need.

Should you accept that job offer, or extend an offer to that particular candidate?

Should you hunt down investors, or invest in a venture yourself?

Should you hire a market research or creative agency, and if so, which one?

Expert advice on decision-making might give you more confidence than your business coach or therapist can. An hour may be all you need. Give it a shot. We promise it won't hurt.


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