Let’s create lateral value
A difficult truth: your key competitors are just as smart, logical + linear as you.
They run the same research, use the same consultants, studied the same MBA case studies, make the same assumptions, and reach similar solutions.
They love logical, and linear thinking.
Yet to thrive today, you must go beyond logical + linear, to create lateral value.
Edward De Bono: "Lateral thinking is a manner of solving problems using an indirect and creative approach via reasoning that is not immediately obvious. It involves ideas that may not be obtainable using only traditional step-by-step logic”.
We are a team of global lateral minds.
We go beyond logical and linear, to Lateral.
We’ve developed value for 90+ brands in 40+ countries.
We create value via new ideas, better experiences, reframed TAM, new audiences, relevant features & products, fresh insight, direct channels, compelling engagement, breakthrough narratives + other lateral moves.
All fueled by data, insights, patterns, culture + creativity.
All inspired + grounded in your people, customers, company + brand.
We engage with you as consultants, or venture partners, or providers of access to other expert specialist marketing companies, and finally X (secret brand projects that we never disclose or acknowledge publicly).
If you’re in the US, Europe, or Asia, we would love to co-create, co-invest, and consult with you to identify new lateral value for your brand + business.
Ask us about
From marketing by the rules, to using data to break them all
From a workflow app, to a way of working for all teams
From productivity services, to the world’s productivity cloud
From an OS, to a human way of operating technology
From pillars and features, to a new culture of work
From digital marketing tactics, to a global digital system
From a chat workspace, to the hub for teamwork
From Aussie machismo, to the global rise of the Metrosexual
From over 500 product brands, to one parent and four product brands
From blank memory cards, to the first ever preloaded one
From 17 external agencies, to one internal studio plus three external agencies
From traditional launch campaign, to corporate jiu jitsu
From a video call app, to a brand for togetherness
From a brand of small car, to a brand for youthful drive
From Information Workers, to Firstline Workers
From another digital assistant, to the first personal assistant
From a word processor, to making you a better writer
From a presentation tool, to making you a better presenter
From an authentic Mexican beer, to living an interesting life
From a bottle of scotch, to a symbol of brotherhood
From single-minded prop, to multi-prop marketing in China
From an iconic sunscreen, to the outdoor skin company
From retail point-of-sale, to shopper experience marketing
From the ‘other QVC’, to the brand for discoverers
From the original Mad Men, to the Truth company
From a telco marketing at you, to one enabling you to talk
Experience
Categories
Apparel + Footwear
Alcoholic Beverages
Automotive
eCommerce
Finance
FMCG/CPG
Food + Beverage
Media Services
Optical
Pharmaceutical
Retail + Shopping
Technology
Transport
Travel
Disciplines
Brand / Product / Service marketing
B2B marketing
B2C marketing
eCommerce marketing
Advertising
Affiliate programs
CRM / RM / eDM
Direct response
Events
Influencer / Ambassador / Referral
Partnerships
PR
Search marketing
Social marketing
Example Lateral solutions
New brand creation
New strategic framing for your brand and business
New narrative or storytelling platform
New design and identity
New system of demand generation and engagement
New product and brand vision
New product and brand messaging
New product and brand value proposition
New audience, markets, and channel opportunities
New simplified naming and brand portfolio
New cultural insight
New purpose for your brand, business, or organization
New future worldview and growth view
New team organization and talent
New creative idea and integrated execution plan
New technology choices to make your teams faster and more collaborative
Founder + Chief Lateral Mind
Matt loves creating lateral value.
Connecting the dots across the current and emerging cultural, business, technological, and people landscapes, to find new value for brands, products, businesses and organizations.
Matt has lead teams across Australia, US, Europe, and Asia Pacific, from offices and homes in Sydney, New York, Shanghai, Hong Kong and Seattle.
Seasoned by stints in marketing at Microsoft Corporate HQ in Redmond, and integrated communications at McCann New York, Havas Australia, New York and Asia Pacific, FCB and FCBi Australia, Mattingly Sydney, and Griffin Advertising Sydney.
He’s managed a $140M P&L, a $350M marketing budget, lead brand and channels for a $35bn rev brand portfolio, lead a $3bn revenue eComm site, and created and driven systems of demand generation for brands globally.
He’s started a digital agency in Sydney, a brand consultancy in New York, a luxury agency in Shanghai, and a shopper marketing agency in Asia. He owns equity in a few select beverage and technology startups in US.
He is currently a Non-Executive Director for intellihr (ASX:IHR), is a Board Member for The Barker Foundation Ltd, and co-Founder of Australian based Worldly Group.
He’s always ready to help grow brands in US, Europe, and Asia.
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