AI can process data. RI moves strategy forward.
Four months into Lucky Start, I reviewed every brief, every result and every service my client partners valued most. A clear pattern emerged. Decision-making is faster than ever. Quality remains the deciding factor, and it has the most impact when it is delivered in time to shape the outcome.
I created the RI System™ in response. RI stands for Rapid Instinct. It is my proprietary way of combining 25 years of strategic experience with a modular process that works at pace while retaining depth and clarity.
Where AI processes data, RI moves strategy forward. Each stage draws on lived practice, pattern recognition and evidence-led thinking to deliver sharper, faster and more actionable strategy.
How it works
The RI System™ adapts to each project, using the right combination of stages to maintain momentum and focus.
Intake and orientation: establish a shared understanding of the challenge, goals and constraints.
Cultural and market context: identify trends, shifts and moments that matter now and next.
Audience insight: uncover the drivers behind audience decisions.
Strategic framing: set the guiding policy and the key trade-offs that will shape choices.
Creative direction and naming: develop culturally safe, SEO-viable names and brand stories.
Embedding and activation: give your team the tools to deliver and sustain the work.
What it can deliver
With the RI System™ you can expect:
Positioning and messaging foundations in days, through sprints such as Pitch Perfect.
Brand stories that secure investment and guide growth, created in founder sessions.
Brand names that are original, SEO-viable and culturally safe, ready for confident launch.
Cultural moment maps that identify opportunities before they arise.
Full brand strategies that stand up to pressure and adapt for the future.
The question is not whether you can move faster. The question is whether we can move faster together, in the right direction from the start.
