We help B2B challengers outperform in an AI-powered world.

AI has changed the rules of growth.

(and it works in your favor)

The old playbook said to expand: more customers, more products, more regions. But this approach is structurally more expensive and slower to run; mid-market companies — especially those in emerging markets — don’t have that luxury.

It also doesn’t work in an AI-powered world. AI multiplies the cost of complexity, but rewards simplicity. That doesn’t mean you can’t expand — but there’s a smarter, easier way to do it.

A proven process points the way.

Necessity is the mother of invention.

When Toyota was a small, scrappy company in a war-torn country, Mr. Toyoda decided Ford was too wasteful to copy. That’s how the world’s most efficient production system — and a multi-billion global company — was born.

What’s happening today with AI might be the biggest waste of all time. Big companies spend billions on tools and pilots, and only 6% of them are seeing a clear, company-wide return on AI.

But AI natives are pulling from Toyota’s playbook, starting with customer value and reverse-engineering the talent and tech required to create that value.

It will work for you too.

Value first, not AI first.

This is the lean, AI-powered growth playbook:

Instead of starting with AI, we first define the value that keeps your ideal customer coming back for more. We use the B2B Decision DNA™, the “cheat codes” to understanding B2B purchase behavior, developed over 3 decades.

From there we help you prioritize capabilities and investments, and redesign the work so humans and AI create that value together.

Waste comes out. Misaligned money gets redirected. Capability compounds. You keep the ambition without the bloat.

That’s how we help B2B challengers become lean, AI-powered competitive moats — attracting and keeping customers faster and more efficiently.

Groundbreaking’s Leapfrog Program

See more clarity, less complexity, and real bottom-line impact in 90 days. And our success is tied to yours; we take part of our compensation from measurable outcomes.

Next-Ready Strategy

A strategy that ensures your investments go 10x farther.

Most business strategies don't give the clarity needed to compete in a world shaped by AI.

We help your executive team think differently about your business, then align on a path forward that creates:

  • more business and customer value

  • more efficiency and productivity

  • a competitive moat that compounds over time

We’ll also surface 6- to 7-figures of misaligned spend to fund your future — and our fee.

Co-Creation

The fastest way to unite cross-functional teams and boost AI ROI.

Our Value-First workshops engage your teams to co-create a new way of working.

We’ll map and redesign the integrated system for the area of greatest impact.

  • One end-to-end customer journey to improve retention

  • The internal value stream that supports that journey to remove complexity

  • a new end-to-end AI-enabled workflow to improve velocity — with clear roles for humans & AI

Activation

Solve the root causes of AI adoption resistance and misalignment.

After you’ve implemented your new end-to-end workflow, the work doesn’t stop.

Trust, incentives, culture, structure, and even UX can hold back progress.

Our Human-AI Lab uses an ethnographic approach to surface and resolve blockers in how humans work with AI.

Through experimentation, we’ll observe what works, then codify the new process so you can scale it.

Outcomes

Long-term clarity in the midst of uncertainty

Improved revenue and customer lifetime value

Improved margins, productivity and efficiency

Unified teams with more purpose, less burnout

Differentiation and competitive advantage

Compounding capabilities

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“Hi, I’m Jen Rice.

An ex-management consultant, I live at the intersection of ruthless efficiency and "what’s possible here?" I get weirdly excited about stripping out deadweight and complexity… and challenging the assumptions that created the mess in the first place.

I previously served as B2B Sector Lead and CX Principal at Forrester in San Francisco, helping my clients streamline how they create customer value across functions.

Now I’m a global citizen, bringing this approach to AI-powered growth — and to the challengers I so admire.

  • “Jen helped us simplify our customer promise, gain alignment at all levels of the organization, and simplify decision-making. We've seen measurable progress on our shared goals.“

    — Erik K, CX Director, Energy Company

  • “I highly recommend Jen to anyone looking for a brilliant and seasoned strategist to quickly uncover ways to be more competitive."

    – Rachael, Chief Customer Officer, B2B Tech

  • “Working with Jen made an immediate impact. I cut 20 hours from each week, gained clarity on which projects to accept or reject, and identified a new business model that’s a better fit for our aspirations. Thanks Jen!”

    Lauren, Co-Founder, Brand Agency

  • "Jen is a very skillful facilitator. She worked with our leadership team, keeping them out of the weeds… at the end of the day we were enthusiastic, and two years later, we’re still committed to our path!”

    – Sharon, Director, Government

  • " Jen turns previously murky situations into a clear way of identifying what is happening, and what can be done next.”

    — Katie, Chief of Staff

Less friction, more momentum.

Book a call

Former clients include: