zero point insights
Every breakthrough starts at Zero Point — a singular moment of clarity where biases, habits, and outdated assumptions are stripped away. It’s the foundation for bold strategy, disruptive innovation, and sustainable growth.
We share regular insights to help our clients, agencies, and fellow innovators think differently about market intelligence, technology, entrepreneurship, and more.

Why Good Ideas Are Worthless
Most companies don’t fail because they lack good ideas.
They fail because they don’t know what to do with them.
I’ve worked with plenty of companies who are dead serious about innovation. They fund research. They run workshops. They hire consultants. And often, they land on ideas that are genuinely creative, timely, and promising.
But here’s the hard truth: an idea without execution is just an art project.

How to Innovate Without Spending a Dollar
Zero Point Strategy isn’t just a name, it’s a principle that guides how we view innovation: to truly build and move forward, we need to start from zero: zero bias, zero assumptions, zero ego, zero reliance on the way things have always been done. That mindset unlocks massive potential: not by adding new line items, but by rethinking how you’re using the resources you already have.
Here’s how you can innovate cost-free across the organization:

What Is Normal Anyway?
In a world of infinite information, personalization, identity, and nuance, the very idea of a singular “normal” consumer is obsolete.
Even among tight demographic segments — say, suburban dads in their 30s — there’s enormous diversity in the media they consume, the causes they care about, how they spend money, and how they see themselves.

Garbage In, Garbage Out
AI is the topic of the moment. Across industries and functions, leaders are exploring how to use it to automate tasks, generate content, and analyze data faster than ever before. It’s incredibly powerful, but it also opens up risk that many people don’t understand.
The risk I’m talking about isn’t some sci-fi fantasy that the AI “goes rogue” or replaces human jobs overnight. It’s something more fundamental and relevant to today: model collapse.

We Don’t Need to Fear Indifference
Here’s the truth: to consumers, most things are “meh.” And that’s not necessarily a bad thing.
I’ve worked with marketers and innovators across industries from startups to Fortune 100s, and I’ve seen underdog projects surge in the marketplace, and I’ve seen top scoring material completely flop.
Instead of fearing ambivalence, we should mine it. Lean into the indifference, because somewhere inside that shrug is the clue to what’s missing — and how to fix it.
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