What we do

2nd Road works in three main fields – fields that make up the major capabilities of the innovative organisation.

We take a unique approach in each of these fields.

In the field of ‘strategy’ we believe that strategy is essentially a right-brain function – not a left-brain one.

And we believe that it is a social process that must engage the organisation as a community of practice.

All strategy really only creates a direction – it needs to be implemented, but people generally lack the imagination to create new products, services and processes to enact the strategy.

Hence our second field of ‘innovation’.

Most organisations have turned to the traditional improvement toolkits of TQM and Business Process reengineering and restructures; we offer an outside approach of User based Design™ that focuses more on creativity and value than just efficiencies.

But to really enact this approach organisations need a totally new level of insight into their customers – hence the third field of customer insight.

Traditionally organisations have looked to market research for this customer information but that is terribly inadequate for innovation and so we offer the exciting new approaches of Design Research.

But our real sweet spot is the integration between the three fields. We understand how they interact; we work in this point of integration all the time, linking customer insight and innovation to strategy.

This is the winning combination that organisations seek and is what makes us a unique consultancy firm.

This scale of transformation requires leadership, and hence we wrap it around all these interventions.

2nd Road always works with leaders, and we offer thought leadership to our clients.

We are visionary consultants not contractors.