I make the complex clear,
and the clear powerful.

You’ve got ambition.
We give it direction.

Brand strategy shouldn’t feel like guesswork. Slow, abstract, full of words no one ever uses again. That’s not you, and it’s not us.

Together, we cut through the noise. We make sense of the chaos, shape the story, and build a strategy that works in the boardroom, at the pitch, and in the real world.

What that means for you:
CEOs get a story the whole business can rally around.
Founders get focus without losing their spark.
PE firms get positioning that builds real value.
Agencies get strategy that fuels stronger creative.
Marketing leads get language that lands and lasts.

How we work:
The work is tight.
The thinking’s fast.
The outcomes? Clear. Actionable. Aligned.

No jargon.
No bloated decks.
Just the clarity your brand’s been missing.

The Friction way:
You bring the challenge.
We’ll bring the clarity.

Every client’s a partner.
Every brief is fresh.
Every challenge is a chance to build something better.

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