Selected Work
Case Studies
Every engagement begins with the same question: what are your customers actually deciding — and why?
- 01
Parker Guitars · Musical Instruments
Fixing "Try-Before-You-Buy" Drove 500% Revenue Growth
A guitar maker assumed a visibility problem. The real barrier was in-store — and solving it drove 500% revenue growth.
500% increase in revenue
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- 02
Grand Banks Yachts · Luxury Yachts
The Wrong Problem Was Costing a Yacht Maker Millions
A yacht maker planned a costly hull redesign. Customer research revealed the real issue was below deck — and far cheaper to fix.
Avoided a multi-million dollar misstep. Stronger sales, more efficient capital.
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- 03
Cessna Aircraft · Business Aviation
The Turbulence in an Aircraft Buying Journey Happens After Takeoff
Cessna's specification process frustrated buyers and delayed payments — not because customers resisted it, but because the handoff from sales broke continuity.
Faster specification decisions, fewer production delays, accelerated milestone payments
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- 04
Road Scholar · Educational Travel
Reinventing a Brand Meant Rethinking What "Educational Travel" Really Means
The rebrand from Elderhostel to Road Scholar was just the start. The real work was redefining what the experience meant to a new generation of learners.
World's largest not-for-profit educational travel provider — thousands of programs across 100+ countries
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- 05
Wells Fargo Home Mortgage · Financial Services
Getting the Right Problem Right Ended 12 Years of Friction
After more than a decade of failed attempts to fix an internal policy tool, the real breakthrough came from observing how loan teams actually worked — not how leadership assumed they did.
Broke a 12-year cycle. Redesigned around how teams actually work together.
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- 06
TIAA Financial Services · Financial Services
Financial Services Fail When They Treat Life Transitions Like Transactions
TIAA's asset retention efforts were fragmented across teams — and built on a flawed premise that major life events follow a linear path.
Improved retention. Stronger trust at the highest-stakes moments in a customer's financial life.
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