Two kinds of messy: no category yet, or no story yet.
the category didn't exist yet
Original Voices
A new company, and the story that made it investable. Digital twins of real people, audience intelligence through an API — and a go-to-market built from the ground up.
the proposition nobody could explain
THG Ingenuity
A business with all the pipes, and no story to sell them with. A hard diagnosis, packaged products, and an executive narrative sharp enough for the boardroom.