How do you define the future of your business? Inspire growth? Disrupt a category? Outsmart your competition? Have impact? Not from behind a two-way mirror, that is certain. 

Conventional user research has a tendency to work with a homogenous sample of people to deduce mainstream consensus. Similarities over differences. Validation over inspiration. But since when does more of the same lead to breakthrough innovations? The result: me-too strategies. Instead, we need to go to The Edge and bring together people from different backgrounds, with divergent points of view and varied experiences, to stretch our thinking and inspire ideas we previously hadn’t thought of. That is where growth strategies are born. That is where the future lies.

Klaudia Pawelczyk, London

Klaudia is a nuance lover, vintage fashion enthusiast and curious connector of dots based in...

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Simon Freund, Munich

Simon is an Artist, Misfit, and Philosopher currently based in Munich. Say hello! Hello,...

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Anoushka Veljee, San Jose

Anoushka is a Fashion Designer, Art Lover, Explorer and Creative Thinker based in San Jose,...

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Toby Eccles, London

Toby is the co-founder of Social Finance and positive social change-maker based in London! ...

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Jiyoung Lee, Seoul

Jiyoung is a Writer, Educator, Traveller, Crazy One and "In-Gi" based in Seoul!   ...

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Zac Masih, Bedford

Zac is a Digital Strategist, Rebel and an Adrenaline Junkie based in Bedford!     ...

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