weIrd that works.

Expert oddballs who don’t want to be called business consultants but that’s what we do so we’re gonna get over it and you should too.

The bad news is you haven’t realised your potential.

The good news is you haven’t realised your potential.

The reality is, there are gaps between what your brand is trying to sell, what your brand believes, and the way your customers truly behave. Those gaps are just opportunities in a different dress.

But they’re very difficult to see and talk about. Which is where we come in.

Our unique “Mirror and Mud” approach isn’t about merely reflecting your problems back at you. We stare down the truths in your business, map out the gaps where potential lies, and come back to you with a short, but powerful, list of things you can actually do to realise it.

It’s a process we’ve repeated across industries. It gets results. And, look, it’s a bit weird but it works.

  • What’s your brand’s walk-on song? Who’d cry loudest at its funeral? (And what was the cause of death!?) Odd, for sure, but questions like these open up conversations that expose the gaps between what people say and what they do.

  • We painstakingly analyse our findings. Yes, we’re looking for themes but also anomalies - that’s often where the gold is.

    No AI or ‘efficiency’ shortcuts here. This is a high-touch, high-yield process - because truly innovative ideas are about breaking patterns, not reinforcing them. And that’s a job for us humans.

  • What you get is a businessy treasure map, with gaps (opportunities) marked ‘X’ and paths forward clearly signposted. Actionable steps that account for the realities in your business.

Weird that worked.

  • Positioning 'sustainable' as a performance metric (instead of a compromise) sold more than the product. It sold the whole business.

  • Reducing the product line increased sales by 104%.

  • Leaning into a brand's heritage made a european power tool an American badge brand.

  • A clearer market positioning helped a consultancy increase business by 50% and necessitate a new office. In dubai.

  • A more engaging quarterly report for an insurance team didn't just save the boardroom from becoming the bored room. It secured next year's funding.

Certifiable, organic
and 100%
BioDegradable

  • Co-founder

    Carolyn is a true renaissance woman, a Jackie-of-all-trades: copywriter, strategist, conceptual visionary, brass-tacks business thinker. She has always grounded her ideas in reality, asking “yeah, but what if?" on the road to possible.

  • Co-founder

    David learned strategic thinking the old-fashioned way - by doing. A couple of decades in the ad biz (including at the helm of a major indie U.S. agency) taught him that ideas matter – and ideas aren’t always in the shape of ads.

Let’s Talk.

rulesare4theruled@gmail.com

Carolyn +61401 652 548

David +61432 252 706