We fundamentally reshape how leaders and teams engage with clients, the market, and each other. Our methodology integrates behavioral science and tactical tradecraft into practical capabilities, giving organizations the ability to compete and win in the most competitive situations."

X Firm was created to address two problems:

Many of the most exciting commercial opportunities are led by experts with deep technical knowledge in their subject, but those same highly-talented people often struggle to connect with customers, employees, investors, and the public.  For them, the complexity and value in what they do (what they see) is obvious; it is naturally apparent to them.  However, for everyone else, the proposition and the story need to be more clear and relevant.  Too many great ideas, and great people, lose to better tactics.  We bring the skills that shape the narrative and enable the tactics that win and unlock the mechanisms that transform experts into a winning team.

Traditional "strategy" firms only provide advice, but do not stand with the client during the implementation phase (where the endeavor ultimately succeeds or fails).  Clients needed a partner who will actually execute the plan with them and who are there for them every step of the way.  Without tactical support, those overly complex slide decks and expensive theoretical plans too often fail... leaving the business with a mess on their hands, while the advisor is long gone and off to the next lucrative engagement.  We work in lock-step with our clients from concept to completion; we directly support the creation of the vision, development of the strategy, documentation of the plan, and embed ourselves in the day-to-day execution to make the vision a reality that will stick.