Pete Sena

Founder

As CEO and Chief Creative Officer, I’m charged with setting a strategic vision that ensures our organization’s design and culture evolve faster than the needs of the market. Above all else, I’m passionate about partnering with visionary entrepreneurs, designers, engineers, and marketers to help them understand and realize their full potential.

Recent Articles

5 Steps to Driving Human-Centered Digital Transformation for Your Brand

Modern businesses need to be in a constant state of digital transformation to compete in an ever-changing connected landscape. But it’s not technological advancement that wins the digital transformation arms race: It’s an understanding of your consumer. True digital transformation lies at the intersection of human psychology and tech where the experience of your customer is all that matters. In this post I outline five crucial steps to drive a tech-powered, human-led transformation.

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Written by Founder

Kindness in Design Thinking

There aren’t enough design leaders or designers inside of organizations. Organizations are starting to incorporate design leadership and design-led companies outperform their peers by as much as 228%. Implementing design thinking has proven to lead to higher employee engagement rates, better customer experience, customer satisfaction, and a higher net present value or future value for the organization.

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Written by Founder

The Natural Science of Creativity

There are multiple right answers to most problems. A lot of the time that problem has already been solved somewhere in nature. In technology we often forget that there’s a natural world of inspiration all around us. We just need to unplug and connect with it.

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Introducing the Four Corners of Conversation: The Science of Effective Conversations

A brain moving at a frantic pace can be a tremendous asset if you know how to focus it. I developed a mental framework that can be applied across varying contexts and industries, and I use it every day in my creative work, client workshops, and management. It makes complex problems easier to think through, and enables me to work smarter, not just harder. The framework is built around four corners: Context, Creativity, Relevance, and Outcomes.

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Discovery is Broken: How Co-Creation Workshops Speed up Onboarding & Deliver a Better Final Product

When a project is properly on-boarded to an agency, external partner, or distant business unit, discovery is a critical first phase focused on understanding the larger goals and objectives of the initiative.

But discovery is broken.

Co-creation workshops help eliminate the fundamental disconnect that so often dooms discovery. They are a powerful way to collaboratively define and design an approach that actually solves the problem. They are ways of working that attack the challenges, not the people. They allow you to figure out the most effective and efficient way to allocate your budget and ensure any spend delivers business growth. They keep your project team from building (or buying) a Ferrari that no one in the organization can drive.

Done right, discovery makes projects better, faster, and cheaper.

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