Functional Integrated Thinking
A new way of thinking about business models
FIT combines behavioural science, commercial thinking, systems thinking, creativity and technology to identify the functional value within a business, then develop and scale it.
We don’t start with communications.
We start with value.
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We examine the relationship between the business and the people it serves. We investigate:
Customer behaviour
Unmet needs
Decision friction
Functional benefits
Category assumptions
Competitive alternatives
Data and evidence
The wider ecosystem
until we find the value that matters.
Output: The Functional Value Insight
A clear understanding of what customers genuinely value and where the opportunity lies.
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Finding the value is only the beginning. We then look at how the business can create more of it. Connecting:
Products
Services
Experiences
Content
Data
Technology
Partners
Channels
So the whole business works harder to deliver the same valuable outcome.
Output: The Functional Value Blueprint
A connected blueprint for turning insight into a better business.
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We help businesses take the value further. Across:
Markets
Customers
Products
Experiences
Channels
Ecosystems
Because digital connectivity means functional value no longer has to remain trapped in one product, service or interaction. It can compound.
Output: A scalable growth system
A connected approach to your customers, people, processes, technology and measurement
Functional Value in action
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![Stack of pancakes drizzled with chocolate, topped with raspberries and blueberries beside an Alpro plant-protein soy drink carton.]()
Alpro
From the medicine cupboard to the mainstream
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![ASDA Rewards app displayed on a smartphone with gold ASDA coins and a star-shaped background]()
ASDA
Rewarding real loyalty. Pounds not points
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![Nicotine quitting app advertisement on a city street featuring a smartphone and the message “Guided quitting, not guesswork.”]()
Nicotinell
Nicotinell+ Supporting every step of quitting.
