Our Work

The work, in four engagements.

These are the four engagements we point to most often when we talk about what we do. Two clinical, two commercial — each chosen because it makes the method visible. They are described as they happened, not as they look in hindsight: what we were brought in to solve, where the work shifted along the way, and what landed in the end.

CLINICAL · PATHOLOGY TRAINING

Roche

Three years
Sole-source

Three years as Roche's sole-source pathology training partner.

Most of our work for Roche teaches pathologists to read the biomarker — on a whole slide image — that serves as the companion diagnostic for a new therapeutic option. The pathologist’s read is the gate.

For a recent biomarker, we built training that guided pathologists through the disease context, the biomarker biology, the required quantitative threshold, and a structured set of cases evaluated against that threshold. New biomarkers are the hard case — less established interpretive norms, pattern recognition that pathologists have to build from scratch. We have done this kind of work for Roche biomarker after biomarker for three years, sole-source the entire time.

A Roche stakeholder once described what we do for them in a sentence: when they need their audiences educated, they call us. That is what we mean by trust.

CLINICAL · GLOBAL MEDICAL AFFAIRS

AbbVie

Multi-country
Ongoing

A tool that AbbVie's global team called the most-used resource in their ecosystem.

Our work with AbbVie’s medical affairs team is in clinical training. The global team told us, as we were starting our next project together, that a tool we had built — a Competitive Landscape Tool, built for them at global scale across multiple country teams — had become the most-used resource in their learning ecosystem.

A tool becomes the most-used resource because field users actually reach for it. That is the only kind of adoption that matters. The relationship continues — we are starting another project with AbbVie now.

COMMERCIAL · PRE-LAUNCH TURNAROUND

Puma Biotechnology

New indication
Launch landed

Brought in to turn around a pre-launch indication. The launch landed.

Puma engaged us to manage the launch of a new indication — from pre-launch through post-launch — for a team that was off track. We did the diagnostic work first, and we did it iteratively: our initial read on why execution was breaking down proved partial, and we revised it as we saw the team work.

From there, we worked on the controllables, built the launch strategy based on what we had actually found, and ran it. The launch landed successfully. At the launch meeting, Puma’s VP of Sales told us it was the best launch they had been part of. The work, told in shape: diagnose honestly, revise the diagnosis when the work teaches you to, then architect and execute against what is actually there.

COMMERCIAL · NATIONAL MEETING

Morphosys

Skills-first
approach

Reframing a team's focus from tactics to skills, in a difficult market.

Morphosys was facing a national meeting in a genuinely difficult market. We challenged the client — successfully — to focus on skills rather than tactics, which was the harder and more useful direction.

The work included a communication skills playbook, a Next Level Questioning workshop, training on engaging clients effectively over Zoom, and a robust coaching toolkit so managers could carry the skills forward. Morphosys’s Chief Commercial Officer told us we had changed the course of the team’s direction and given them something real to focus on — which is, on a difficult day, the most useful thing a partner can be told.

Four engagements, four different problems. The method is the same. Behavior is the lever, and we hold to it.

CONTACT

Start a conversation.

We work best with teams who already have a sense of what is not working and what they want to change. If that is where you are, send us a note. Tell us roughly what you are facing; we will read it, and one of the principals will reply.

A principal reads everything that comes in here and replies within two working days. If the fit feels right, the next step is a conversation — not a sales call.