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Introduction to
Two West, Inc.
discovery + design Copyright © 2009 Two West, Inc. All rights reserved
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Transformation & Innovation
Two West helps clients compete with competitors that don’t yet exist for customers using technologies that haven’t yet been invented in order to solve problems we don’t even know are problems yet.
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Traditional Growth
TIME
GROWTH
Breakpoint
Breakpoint
Two West typically works withwith companies that are atone of two critical breakpoints in the growth curve.
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Client Breakpoints
• Introducing new product or brand
• Expanding into unfamiliar market, segment or channel
• Becoming commoditized or undifferentiated
• Losing market share to new competitors
• Restructuring or re-branding due to merger or acquisition
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Options for Growth
• New customers• Existing customers buying more
• New markets• New channels
• Industry innovation• New value delivery systems• New product/services
Our solutions often helpclients grow through…
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Firm Purpose
Two West is a Transformation Design firmfor brands in transition.
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We help brands grow by turninghidden customer truths into breakthrough ideas.
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We believe the design process can bea catalyst for innovation + growth.
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Levers for GrowthShare of Preference
Share of DistributionShare of Voice
MarketShare
Media &Buzz Power
ChannelPower
Brand& Value
Proposition
Market Share = SOP x SOV x SOD
Clients hire usto move one ormore key levers for growth.
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Two West: Snapshot
Anthropology(Culture)
Psychology(Cognition)
OrganizationalBehavior(Company)
Visual
Experience
Information
Product/Service
Business/Brand
Design
TransformationDesign
Discovery
We are a think tank and a “do” tank at the intersection of human behavior and
design.
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Two West: SnapshotOUR LOCATIONS
• Kansas CityOne of the most representative consumer markets in US with easy access to most major DMAs.
• Los AngelesA global crossroads for culture and commerce and an epicenter of design, style and emerging consumer trends.
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Brand Experience
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Transformation Design
1. Start with the real problemLook beyond the data for the problem behind the problem
2. Design based on evidence, not egoMake design decisions based on research and the best information available with outcomes in mind
3. Put the person at the heart of the solutionFulfill unmet needs through solutions that respect the way people think, feel, act and interact
4. Co-creation over isolationUse an interdisciplinary, participatory approach tofacilitate change and sustainable growth
KEY DESIGN PRINCIPLES
