It’s important. Because we give a shit.

What Could Be was born in 2012 at the beginnings of an industry that was to gather momentum in the years that followed.

We set up What Could Be to do three things:

  • to help designers apply approaches to transformational design projects – beyond ‘just’ brand, product and service – so they can be more strategic

  • to empower organisation leaders to embrace design thinking tools and methodologies, so they can better innovate in a changing, complex and increasingly digital world

  • to raise the profile of design and place it firmly at the boardroom table.

Fast-forward to 2019, and we are more passionate than ever about these three things. In the intervening seven years we have – as a team of individuals – been at the forefront of the development of the design thinking movement, astounded by the pace of change while being instrumental in its direction.

The design thinking landscape today is more advanced commercially. There are a number of players in the market who have capitalised on its rise and – as with many growing industries – this has arguably diluted the offer and the power of the approach.

So here at What Could Be, we want to do the best work of our lives for the clients we collaborate with and the people you serve. With the launch of our 2019/2020 world tour, we are cutting through the noise and ensuring design thinking is delivered with rigour, responsibility and authenticity.