Value proposition

Helping brands and businesses pioneer on behalf of customers.

The Foundation is proudly independent consultancy that’s been studying, supporting and helping create customer pioneers since 1999.

We do this by helping clients see the world from the outside-in and giving them the belief needed to act with conviction. One big way we do this is by Immersion; into customers’ lives and into new perspectives from outside their industry. We work with clients in three areas:

• Customer Strategy - understanding what really matters to customers and using that to make informed strategic choices
• Customer Experience - creating strategies and experiences that continually make life better for customers
• Customer-led Transformation - setting up to systematically, repeatably and sustainably create customer-led success

Our three practice areas are united by a way of working that helps our clients see the world from the outside-in and believe they’ll succeed by acting on it.

Being customer-led isn't simply asking customers what they want and then doing it. Great customer-led organisations - Customer Pioneers - understand what people really value. Then they trailblaze on their behalf.

Leaders naturally see the world from the inside-out, surrounded by colleagues, the business and their industry. Customers are distant and peripheral. So we challenge the natural self-centred view of the world, connecting clients in person with outside-in perspectives. We immerse them in the lives of the people they serve to understand what really matters, revealing inconvenient truths that lead to new ideas and a visceral belief that they are needed. And we introduce them to leaders and experts in other sectors who've been there and done it, giving them both inspiration and confidence to make difficult decisions and take bold action.

The outcomes are better organisations, brands, and businesses - more successful for customers, colleagues, shareholders and stakeholders.

Innovation, Growth strategy, Breakthrough Business Models, Proposition development, Consultancy, Organisational Transformation, Branding & Marketing, Customer-led growth, Customer propositions, Customer strategy, and Customer experiences