Company design is based on the principle that great companies offer an obvious market value nobody else does. Consequently the process seeks to identify that value in each business and creatively align everything around it – creating something utterly distinct from its competitors.
By working collaboratively with boards and business owners we deliver change that continues to deliver measurable value years after the initial project. We also provide ongoing strategic advice to keep their behavior focused, innovative, and counterintuitive in their market.
If you want to run the kind of business people talk about and admire then give us a call or an email now.
Following huge category growth and shifts in the market since our launch in 1997, we asked Alex to help us reaffirm our meaning in the world, and position us to continue making an impact for the next 20 years.
The process was extremely thorough, bringing together all sides of the business, and gave us a fresh perspective on what we do. This in turn led to a vivid new direction, and confidence to move forward with a unified vision that is strategic, practical, and inspiring.
In sum Alex went above and beyond to help us take control of our territory in the market, and we can’t wait to continue the Eat Natural story.
Praveen Vijh, co-founder and CEO of Eat Natural
Over the last 6 months, Alex helped us to focus our business’s mission, bringing it to a categorically new level. He thoughtfully and methodically took us on the strategic review journey, collating the information from us in such a way that allowed us to distill everything we stand for into a clear, massively worthy and scalable purpose.
I appreciate Alex’s approach that has the right balance of challenge and respect, and hugely value his contribution to what we do.
Natasha Bowes, founder and CEO of Bio-tiful Dairy
Our project with Basic Arts was one of the most impactful pieces of work we’ve ever done, and helped drive significant positive change to MOJU’s company strategy and brand. A close and collaborative relationship also helped us grow as founders and as a management team. Here’s to more interesting companies in the world!
Rich Goldsmith, co-founder of MOJU
Working with BA was illuminating, intellectually stimulating, fun, and unlike previous work we had done on our brand, led us to develop the strategy for the day to day running of the business. This has converted into revenue and created a marketing focus that feels completely in keeping with the values of the company.
Dan Kieran, CEO of Unbound
Although we were experiencing solid growth, we didn’t know the exact reasons why, nor really what our bigger role in the market was.
We were looking to clarify this so we could refine our brand strategy, messaging, and overall approach – maximising the parts that were working and minimising the parts which weren’t.
By working with Alex we were able to settle on a clear and focused direction for the business, which we think should give it great presence in the market, and true commercial scale. The strategy has enabled us to fully align product, brand, and sales, and we’re now looking forward to activating these ideas, disrupting the market, and accelerating our growth to the next level.
Ed Smith, co-founder of Doisy & Dam
Alex Smith is the founder of Basic Arts and is well known in the strategy industry for his counter-intuitive takes on business future.
Having spent his career advising brands such as The Economist, Innocent, and Hello Fresh on their positioning, he saw the flaws in the traditional marketing campaign model of thinking, and sought to fix it by distilling the lessons of the elite few brands who have left it behind. He now works with some of the best talent from a combination of backgrounds to bring these ideas to every business.
You can keep up with his writing through the following titles, or say hi on Linkedin.