ABOUT
Why Root & Reason exists
Thirty years ago, I started my career in communications.
A highlight for me was leading a small consultancy doing upstream strategic communications work, often pitching directly against the Big Four consultancies and winning on the strength of the thinking, not the size of the firm.
That was the standard I set for what the work should feel like.
In the years since, I've learned that the scope you're trusted with depends as much on where you sit as on what you can do, and that the only way to guarantee the standard was to build the setup myself.
I took my time to build Root & Reason. I wanted to make sure I was focused on exactly where I could add the most value, and where my experience could have the most positive impact for clients.
Not an impulsive leap. A thoughtful construction.
Now, the terms are mine. I’m focusing on the specific work I know I’m good at, and that actually moves something for a client rather than just occupying time. Fewer engagements, real impact, work I’d stand behind.
Underneath all of this is one belief: most of what gets called a “strategy problem” is actually a ‘scope-and-translation’ problem. The thinking is sound, but either the mandate was never big enough to use it, or it was never carried to the people who had to act on it. It’s a gap I’ve seen time and time again.
Root & Reason was created to close that gap, for organisations that need a solution built on robust diagnostics, producing outcomes designed to work and last.
