Our Approach
Getting to the Heart of the Solution
We work with companies to get deep, unearth and solidify their Fundamental Truths, and refine their First Principles- so the principles can be the core foundation for confident decision-making.
We focus on establishing these First Principles before we focus on any go-to market strategies, as they allow the company to be able to be more nimble, more aligned. For example, a First Principle could be storytelling- what is your brand story and why is it compelling? Storytelling is crucial for brands, and it’s one of the reasons why people buy Patagonia over other outdoor apparel companies.
This allows us to then help companies decide how to pivot direction, get clear on the target consumer, develop long-term product plans, expand their reach, and create brand ecosystems.
What is a First Principle?
First Principles entails breaking down something, whether a problem, an entity, etc. into the fundamental building blocks- the essential elements that make it what it is.
A philosophical concept championed by Aristotle, it’s not an easy process that often takes vulnerability and honesty, but we love this approach to helping companies get truly clear on their ethos, how they can growth, and how do they want to position themselves to consumers.
What is a Fundamental Truth?
At &etc, we believe that Fundamental Truths are the cornerstone of successful decision-making and planning- they’re the center of what is unwaveringly true to the company. Who do they want to create services/goods for? How are they trying to better the world? What do they care about?
A Fundamental Truth can often be tied to a Core Belief, which is a belief universally shared by everyone. For example, a Core Belief, can be that “everyone needs a friend.” Building off of that, a Fundamental Truth can be that this company hosts camps in order to help autistic youth make friends.
