Original Thinking
Growth creates more than revenue. It creates memory, preference and the reason to choose again.
Most businesses measure the transaction and manage the journey. Far fewer account for what accumulates in the customer’s mind after those interactions are over.
Taking Shape is developing two connected bodies of thinking: Experience Capital™, which reframes that accumulated value as a commercial asset, and the SHAPE Framework™, which helps leaders convert growth ambition into more deliberate choices.
Experience Capital™
Experience is not a sequence of moments. It is an asset that compounds.
Every interaction can add to, or draw down from, what a customer remembers, trusts, recommends and is prepared to choose again. That accumulated value influences retention, advocacy, price tolerance, partner relevance and long-term preference, yet it rarely appears clearly in the way businesses make commercial decisions.
Experience Capital™ provides a way to think about that value across customer strategy, loyalty, propositions, partnerships and growth. The central question shifts from ‘Was this interaction satisfactory?’ to ‘What commercial asset did this experience build?’
In development
The body of work will explore how Experience Capital™ is created, depleted, strengthened and applied, and how leaders can make it visible enough to manage.
The SHAPE Framework™
A practical discipline for turning possibility into a growth system.
The SHAPE Framework™ examines the connected conditions a business must create: the opportunity it chooses, the proposition it makes, the partnerships that extend it, the experience that earns preference and the commercial capability that carries it into the market.
It is designed to expose gaps between ambition and execution, make trade-offs explicit and give leadership teams a common structure for action.
In development
SHAPE will support advisory work, leadership conversations and future tools and diagnostics. It is being introduced now as a developing framework, not a finished product suite.
Thinking tested in practice
These ideas are not separate from the commercial work. They develop through operating experience, advisory engagements, research and continuing challenge from the markets in which they are applied.
This page will become the home for deeper articles, research and practical tools as the work develops.