THE PROBLEM WE SEE ISN'T ALWAYS THE PROBLEM WE NEED TO SOLVE.
We tend to fix what we can see.
A business isn't growing, so we ask much marketing dollars we need to spend on it.
A brand isn't standing out, so we ask how we can change the logo to make it more memorable.
But what if the question we're trying to answer isn't the one we should be asking?
Some questions are worth exploring.
These questions become Lucid Field Notes—an evolving collection of essays and observations.
WHEN THINKING BECOMES STRATEGY.
Sometimes the problem isn't the strategy, the brand, or the business.
Sometimes it's the way we're looking at it.
Blind Spot is a strategic methodology for uncovering the questions, assumptions, and opportunities that shape better business decisions.
Lucid Labs was created to question assumptions and look beneath the obvious.
You don't need to know exactly what you need before starting a conversation.
You might have a problem you can't quite define, an idea you're questioning, or simply a feeling that something isn't adding up.
Bring the question. We'll figure out where to look.
The best question isn't always the one we were given. Sometimes it's the one that hasn't been asked yet.