ideal machine

The ideal machine does not exist.

It cannot exist.

It is a theoretically perfect mechanical system where energy output is always equal to or greater than the energy input.

No work is lost to heat, friction, fatigue or inefficiency of any kind.

In theory, it is perfect.
In reality, it is a benchmark.

The ideal machine sets the standard by which all systems and solutions can be measured against and strive toward.

An independent consultancy that specialises in strategy and insight.

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Strategy aligns intention with action.
It begins by listening to people to better understand their context, their culture and, of course, their concerns. Only then can strategy start to look for coherence in the complexity.
Good strategy shapes good decision making, but it doesn’t replace it. It points us in a direction and plots a pathway forward but it allows for (and encourages) off-track excursions.
Strategy is:
- Objective setting and goal alignment
- Market and competitor analysis
- Audience segmentation and definition
- Brand purpose, values and positioning
- Brand narrative and tone of voice
- Customer journey mapping
- Partnership strategy and evaluation

Insight is a process of discovery that uses research, data, analysis and empathy to better understand a problem and the people at the heart of it.
It helps us make observations not in isolation, but within complex systems shaped by interdependent relationships and influences.
Insight is always rigorous in its approach, realistic about its limitations and honest about its implications. It doesn’t seek to validate assumptions, but to challenge them.
Insight is:
- Concept testing and analysis
- Survey design and implementation
- Guided workshop facilitation
- Independent stakeholder interviews
- Primary research reports
- Secondary research summaries