Case files: Cranial & Principal portfolios
Our experience designing behavioural interventions across functions. Go forth, and convince your teams.
- Commercial Strategy·2026OngoingHow we added a new revenue channel for Godwin AustenGodwin Austen wanted to add a new revenue channel and give their clients a more comprehensive set of services.Godwin Austen · UKRead →
- Sales·2026OngoingHow we made a sales deck that works for multiple stakeholders, using the peak-end ruleNo one listens to sales decks because everyone knows what to expect.Cinnamon Hotels & Resorts · MaldivesRead →
- Commercial Strategy·2025OngoingHow we got Fystack clarity over their value framing and ICPFystack had a digital asset custody solution with features far more superior to the large incumbents in the space. A feature list turned out not to be enough to raise funds for it.Fystack · VietnamRead →
- Advertising·2024How we got 2000+ people to light Sri Lanka's first crowdsourced Wesak Pandol using the Zeigarnik effect.Every passive participant became part of one billion pledges.AIA Insurance · Sri LankaRead →
- Advertising·2022How we got 12,000 people to participate in Fairfirst's Women's Day message with a total budget of under $900**Double-verified via Meta & Google AnalyticsBrands do special day campaigns because they don't want to be the odd one who doesn't have a women's day post. Fairfirst wanted to do something that people could participate in, instead of just ‘like and forget’.Fairfirst Insurance · Sri LankaRead →
- Product or Service optimisation·Commercial Strategy·2024How we validated Fairfirst's online revenue channels with an award-winning experimentFairfirst had the product for years. They were contemplating whether to kill it. We gave them a definitive answer.Fairfirst Insurance · Sri LankaRead →
- Advertising·Product or Service optimisation·2022–2023We gave people a villain to blame their aches and pains on. Comfort World saw footfall increase by 250%**Figures provided by Comfort World for EffiesComfort World (CW) makes mattresses that are 100–500% more expensive than the most expensive 2-layer spring mattress (for good reason). No customer understood why. All mattresses looked the same to them.Comfort World International · Headquarters in Sri LankaRead →
- Commercial Strategy·Sales·2021–2024How a B2B Limo Service grew its customer base by 22%* using Loss Aversion*Figures provided by Preimo.Unlike Uber Black, Preimo caters to B2B businesses like Louis Vuitton. Do you know what that means? The decision maker is not the end user.Preimo Urban Mobility · Dubai, UAERead →
- Advertising·Product or Service optimisation·2020–2022How the Colombo Stock Exchange generated ~US$35 million* net turnover from a completely new segment of investors during the pandemic*Figures provided by CSE in 2022.CSE had already built the app. But no young Sri Lankan would touch it. The problem was never what you would expect the problem to be.Colombo Stock Exchange · Sri LankaRead →
Most case studies are unfalsifiable
A percentage with no comparison, no method and no date cannot be checked, argued with, or repeated. Four rules apply to everything on this page.
- 01
A number next to what it should be compared with
A figure on its own is decoration. Where a case has a control group, we report the gap to the control rather than the change over time. Where there is no control, we say what the benchmark is and where it came from.
- 02
The method, in plain words, on every case
How it was measured, over what period, by whom, and what would undermine the read. Where a client's own team produced a figure, we say so rather than claiming it.
- 03
The figures that went the wrong way
Check-in that got slower. An injury rate that rose. A first attempt that lost ground before the second one worked. They are marked on the page, not omitted. A case with no cost to report has usually had the cost edited out.
- 04
A named person, not a job title
Every case carries the client lead by name, and on a published case you can ask to speak to them. We ask them before we pass anything on, and some will say no. On a test case that form is switched off, because the person is invented.
Every one of these began with someone describing a behaviour they could not explain
Tell us what people are doing that they shouldn’t, or not doing that they should. If there is nothing in it for you we will say so in the first conversation.