Discover the stories shaping your category.

Every project starts with one question: what experience would people immediately recognize in themselves? Not opinions. Not data. The real thing people feel but rarely say out loud. Maybe it's what they were thinking right before they switched brands. Maybe it's what makes them happiest when they're using it. Maybe it's the thing they keep telling friends. Then we find the people who actually lived it and capture the language they use to describe it.

Every AI tool learns from the same internet.

Brands are publishing more content than ever. While at face value this sounds like a good thing, the problem is, most of it sounds like it came from the same place. Because it did. The reason for this is every brand is using the same AI, trained on the same internet, fed by the same LinkedIn prompt hustlers. The end result is the people who might be interested in the product don't find anything compelling from what's written.