Grow.
Move.
Adapt.
Cross-Functional ImpactInnovation Operational EfficiencyCompetitive AdvantageAI AdoptionAI transformation, simplified.
“AI transformation is hard.”
Is that really true?
It’s not just hard. It’s impossible — if you don’t create the conditions for success.
You’re dealing with fragmented tools, data, initiatives, functional silos, and stubborn, scared people.
Plus piles of new requirements and skills. Unpredictable AI on top of an unpredictable business environment.
It’s no wonder that only 6% of companies have achieved enterprise-wide EBIT improvements from AI.
One lever can move mountains.
You can’t tackle everything individually — not and stay sane. But as Archimedes once said, “give me a lever long enough, and a fulcrum to place it, and I will move the world.”
Customer-back captures this idea beautifully. When you start with customer value (the fulcrum) and reverse-engineer your business and technology to deliver (the lever), you can:
Easily unite cross-functional teams
Connect initiatives to customer and business value
Connect capabilities together to create a compound effect
Innovate and conserve costs at the same time
“Customer-back” has a proud 80-year heritage, advocated by great management thinkers like Ackoff, Deming, Senge, Hammer and Drucker. AI makes it more relevant than ever.
The AI by Design program
Most AI transformation advisors start with the technology. We start with customer and business value, creating the conditions for AI to flourish in the right places.
Strategy
Pivot your business strategy to customer-first.Traditional strategies can’t enable the unity and leverage required to move your business forward with AI.
You need a single, immovable fulcrum point where customer and business value intersect — which guides value creation and reveals millions in misaligned spend that can be reallocated.
That’s where our deep knowledge of customer behaviour comes in. We bring a strategic shortcut to laser clarity.
Co-Creation
The fastest way to unite cross-functional teams and boost AI ROI. The AI by Design workshops enable fresh perspectives — helping teams connect to customers and with each other, dissolving the friction that stalls progress.
We use Strategy + Journey Ops to:
Catalogue, prioritise, fix and redesign critical customer journeys and the internal processes that support them
Anchor, integrate and orchestrate and-to-end AI workflows
Activation
Solve the root causes of AI adoption resistance and misalignment. Trust, incentives, culture, structure, and even UX can play a role in unlocking AI’s potential.
For adoption, our Human-AI Decision Lab uses an ethnographic approach to surface blockers in how humans work with AI — and then we’ll work with you to solve them.
For misalignment, we’ll identify structural and cultural reasons why your silos persist and support you in making high-leverage shifts.
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
Former clients include:
“Hi, I’m Jen Rice.
I’ve been working with complex businesses — like B2B, fiserv, telco and energy — to drive customer and business value for three decades.
I previously served as B2B Sector Lead and CX Principal at Forrester in San Francisco, helping my clients unite brand, CX, operations and technology.
Now I’m a global citizen, bringing this approach to AI transformation — and building a network of like-minded AI transformation pros to deliver measurable results.
