About
Our mission is obvious
If there's no heart, we help you find it.
Business should be a force for good
Real good. Businesses solving meaningful problems. Run by people with heart who measure impact, not just revenue.
These companies exist everywhere. Founders obsessed with the change they want to create, teams building solutions that genuinely transform lives and industries.
But here's the painful irony: the businesses with the biggest hearts often can't be seen.
We saw it repeatedly. Brilliant ideas lost in translation. Strategy work priced out of reach. Growth hacking failing because surface tactics can't communicate profound value. And positioning — the clarity these businesses desperately needed — treated as a one-time project when it's actually an ongoing practice that must evolve with every market conversation.
These businesses needed a way to help the world see their heart. That way didn't exist. No one had built the practical system for how companies with heart actually maintain positioning clarity. No one had made it accessible, collaborative, and continuous.
So we built it.
Our Mantras
If there's no heart, find it
Without genuine passion, nothing worthwhile gets built.
See through their eyes
You can't translate what you don't understand from both sides.
What if we're wrong?
Challenge assumptions to find better ways.
Learn until it's obvious
Keep learning until complexity becomes clarity.
Leave them stronger
Every interaction should build lasting capability.
Meet the Founders
Matt lives in the space between brilliant ideas and market understanding. Fifteen years building businesses from the ground up, specialising in the hard problem: how do you get the market to see what you see? His passion is seeing potential reach fruition — not just recognising it, but building the systems that bring it to life.
Phil is obsessed with learning. Not learning as a buzzword — learning as the core capability that determines whether companies thrive or fade. He's spent 20 years building and scaling operations, but what drives him is unlocking potential in people and organisations. He believes the companies that will change the world deserve systems that help them be seen.
Ready to become the obvious choice?
Let's talk about what positioning can do for your firm.