Finding Congruence

Primalise helps organisations reconnect with their core essentials, create their own meaning-making, choice-making compass and chart a roadmap to a meaningful future.

We have developed an approach that enables organisations to re-envision their future by re-anchoring themselves to their core essentials; it involves entities first making sense of the business and sociocultural systems they are (or want to be) part of and then arriving at the role that they are uniquely placed to play.

Deconstruct to Reconstruct

We help organisations rethink their approach to business
by using our ecosystem mapping method called Deconstruct to Reconstruct.

Markets are complex and adaptive systems and not rigid value chains.
Businesses that get it more right than wrong are adaptive; they have a rare ability to constantly reconfigure their supply side basis the constantly evolving demand side and create seamless access.

Access is the new challenge; not just physical and economic access, but also intellectual and social.

Making sense of the world that the consumer lives in, requires an understanding of sociocultural systems. And that requires culture-mapping tools that businesses haven’t used yet.

Deconstruct to Reconstruct is a systems thinking approach that helps business leaders reimagine the whole system – demand side, supply side and access, block by block. This helps them arrive at a future-core that is not just compelling but also enduring; and a roadmap to make it happen.

Challenging Mental Models

Mental Models are algorithms of the mind.
They are deep rooted thinking constructs that govern the way we make meaning and make choices.

We inherit some and build some; at the end of the day most of us operate with similar mental models. While they help us make quick decisions when faced with everyday issues, they come in the way of breakthrough thinking.

Incumbents often remain trapped in their industry mental models
till a challenger arrives and disrupts the industry.

Small shifts at the mental model level have the potential to create disproportionate impact.

As part of the Deconstruct to Reconstruct method, together with the leadership team, we not only map the industry ecosystem, we also identify the current mental model boundaries that the industry has been trapped within.

The organisation uses this as a thinking canvas to arrive at its core purpose, identifies opportunity unlocks that it is uniquely placed to leverage and charts a step-change roadmap.

Primalise helps organisations reimagine themselves to achieve enduring relevance.

Our Reconstruct to Deconstruct method helps the client map the industry ecosystem, identify the current mental model boundaries that the industry has been trapped within.

Using this as a thinking canvas, the organisation arrives at its core purpose, identifies the opportunity unlocks that it is uniquely placed to leverage and charts a step-change roadmap.

Primalise approach enables organisations to:

• Re-envision Future: take a perspective building step back, reflect and build a compass that enables them to make meaningful choices – both, long term and short term

• Refocus Efforts: Develop strategy/innovation roadmap that isn’t stuck in the current rut.

• Reimagine the Organisation: Reimagine the core WHY (Purpose), the core WHAT (Offerings – products, services), the core HOW (Organisation, ecosystem structure, Culture)

Primalise Interventions 
An end-to-end intervention is 9 weeks long, where we work with the client’s team at every stage. The interventions involves 1-on-1 meetings, small group sessions, workshops and in-context insighting. Short interventions could be 2-day or even a daylong workshop. The shortest is the keynote/talk that inspires and equips the team to attempt a step-change.

Short Sessions (0.5 – 1-Day Session)

Innovation at the Fuzzy Front End – Innovation Keynote
The method to the magic of unlocking the next big opportunity
Inspiring Innovation trigger for your leadership / strategy teams or offsite. Designed to inspire, equip (with tools) and help apply them to your work.

SYNC – Ideas at the Cusp
Insight jam sessions with internal and external thought leaders. SYNC is triggered at the confluence of diverse fields. Fresh ideas emerge at the cusp. This is a short and snappy insight jam format. Usually works well with a keynote or else three or four 15-minute syncs.

The BigUnstuck
A sessions designed to get the stuck innovation projects moving or to accelerate the slow ones. Organisations use it to crack their stubborn challenges. The session involves invited domain and lateral experts cracking the problem synchronously.

Long Interventions (1 – 9 weeks; or longer)

FutureCore – Revitalising current core, Creating Future Core
Interventions designed to arrive at a compelling future-focused core purpose and roadmap for the group, organisation and/or brand (beyond Mission/Vision).

StepChange – Deconstruct to Reconstruct
Interventions designed to help the organisation conceive the next product, process, business model, ecosystem or innovation that will cause an Industry, Category or Business Step-Change.

Deep Insighting – Learning-by-Doing Workshop
The secret sauce of organisations who know how to lead by design, is their ability to generate insights that truly matter.

Insight is an emergent phenomenon, it’s never premeditated. It is that new world-view altering meaning that emerges when unusual dots connect unexpectedly.

An organisation where people have transactional conversations, is a very transactional organisation. In a strategic organization people have the ability to see beyond the obvious and have deeper conversations – within the organisation and with partners. A visionary leader sees deeper and wider; and has exceptional powers of insight and foresight. This ability differentiates a visionary leader from a manager.

Deep Insighting is an approach that helps leaders become more insight ready. You acquire a level of expertise where you are confident of generating insights in any given context, in the given time.

Short 4hr online sessions to intensive 4-day sessions

Deep Insighting – Cultural Immersion

Primalise anchors a series of insight meetings together with the client team members in representative geographies. The team visits and engages with edgy consumers and experts from within and outside the industry. Concluding with synthesis of insights.

The team maps the sociocultural system of the category. Social, Physical and Mental artefacts related to it; and the semiotics of it. The team also arrives at the opportunity unlock that the client is uniquely placed to lead.

Here’s what is different about the Primalise Process

Map the current boundaries of thinking and deliberately challenge them 

Mindsets – Industries often remain trapped within business & technology boundaries of thinking.

Mental Models are the most fundamental perceptual constructs that govern the way we observe, make meaning of the information/data and act.

Go beyond the currently known opportunity areas

Identify areas that become obvious only in hindsight (current blind-spots)

• Arrive at high-leverage opportunity where a shift has the potential to cause disproportionate impact

• Identify new areas of exploration for insighting (market immersion) – this makes the market immersion more powerful; The purpose to find not just answers to our current questions but also to discover new questions

Go beyond the usual insight sources

Asking the same consumer the same questions leads to the same information/data (hardly any insights) •Identify new unusual insight sources – within & outside the industry. Biggest insights often come from unusual ecosystem entities or even from outside the industry •Change the way you engage with the insight sources; Deep dialoguing – a technique designed to lead to deeper insights •Not all insights are equal. Discriminate between Supporting, Core & Meta Insights.

Go beyond just thinking in ideas

Generate propositions and not just ideas. Propositions are bundles of ideas that ‘hang together’ around a core concept. The bundle includes breakthrough consumer offering and also technology & business model innovations needed for it to deliver the transformative impact it promises.

Design Visualisation

High quality design visualization for product, user journey and ideation. Mapping complex data into usable info graphics/ icons.


We follow the co-creation approach; The insights and concepts are co-created – by the client (experience), Primalise (methodology) and relevant knowledge experts anywhere (researchers, practitioners). This ensures not just rigour and rich outcome but also conviction within the client organization.