Our difference

Creative, systematic and collaborative by design

We love ideas, we love systems and we love collaboration. It's the combination of these things which we think leads to great strategies, marketing, sales and customer facing operations. It's why we built adaptomy - to do what we love doing and to share what we do with our customers.

Progressive leadership

We care about creating value, challenging convention, building great teams but above all we care about getting things done. We don't do 'cookie cutter' but we do systems, we don't do 'creative' but we are creative, we do strategies and tactics and we practice good theory. We invent and we collaborate to find new management systems and better ways to change and grow.


We believe that strategy, marketing, sales and customer facing operations are custodians of any businesses most valuable assets and we help systematically grow these assets.

Our world is change and growth

The game is changing all the time, more quickly and profoundly than before. New approaches are needed to unify 'front-end' operations and create seamless customer experiences. Silo's that destroy value need to be removed. Strategies and tactics need to be synchronised. The cadence of strategy and execution needs to be faster. Strategies, marketing, sales and customer facing operations need to be more innovative, adaptive and focused on building differential advantage, resilience and growth.

This is the world we live in, where we work and where we are inventing systematic ways to change, build value and grow.


Operating principles


Focus on future customer value and commercial outcomes

The combined challenge of delivering meaningful outcomes for customers while innovating and building sustainable differential advantage.


Encourage progressive leadership and disruptive talent

Ideas and ingenuity are sources of differential advantage but it takes progressive leadership and encouragement to realise their value.


Drive systematic, evidence based, modular change

Change only happens when people believe in it, where they can see and understand the outcomes and the path to get there.


Combine innovative thinking and superior execution

It's not about strategy or tactics, it's about 'always on', clear, creative thinking and targeted, aligned efficient and effective execution at scale.


Build collaborative, adaptive learning cultures

Our goal is to create healthy commercial operations with transparent, open self-sustaining learning cultures that continue to thrive long after we are gone.


Eliminate waste and release trapped value

Too much resource is wasted in inefficient, ineffective functional silos, it does not need to be that way, there are alternatives that can deliver far more value.


How we lead

With and average of 25 years experience in strategy, marketing, sales and operational leadership roles we know it's a broad coalition of skills and experience along with a healthy dose of method that solve the significant challenges our clients face.


We work with our clients to transfer that experience. We care deeply about what we do, how we work and the relationships we build with our clients. We believe in their success and realising the opportunities they want to create.

Geraint Holliman


Strategy, brand building, positioning, marketing and marketing capability

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Ben Kettell

Associate Director

Strategy, large scale projects and project management.

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William Wright

Founder and CEO

Strategy, operations, marketing, performance improvement

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David White

Associate Director

Strategy, marketing, marketing operations, high performance teams

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Nick Johnson

Associate Director

Integrated communications, stakeholder engagement, crisis management

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Powered by evidence, led by people

Our work is based on quantifiable evidence and fact. We invest in rigorous approaches to understand the economics, commercial opportunities and operating models that drive differential advantage. 


We also recognise that operational change is principally about people, how they adapt to change and the pace of change they can absorb. It is evidence, systems and people that guide our innovation and management practices.