№ — CONSULTANCY · DIAGNOSE / RE-WIRE / BET
SERVICES
DIAGNOSE. RE-WIRE. BET BETTER.
Most strategy mistakes aren't about courage. They're about operating against the wrong return distribution. A corporate trying to act like a startup. A startup trying to act like a corporate. A creative business chasing bell-curve metrics. A founder applying corporate caution to a bet that needed unicorn aggression.
R.I.S.K. helps brands, founders, and operators figure out which system they're actually in. Then we re-wire the bets that don't match it.
We do three things.
[ 01 SPARK ]
A clear thesis for a launch, rebrand, new chapter, or new product. We pull apart what you're actually betting on, name the bets that don't match the system you're in, and hand back a written diagnosis: what to kill, what to re-shape, what to back harder. Strategy & positioning. Brand & creative direction. Go-to-market & launch architecture.
For founders and CMOs who want a sharp outside read before the big move. Six-week sprint. One written diagnosis. Three bold moves. No deck. No theory. Just the bets, sorted.
[ 02 SIGNAL ]
For founders, boards, and CMOs whose internal safe voice has gotten too loud. We sit in the seat that voice usually fills. Reviewing every major call. Sparring with you on the moves that scare you. Holding the line on the conviction your team forgot. Ongoing advisory. Creative review & QA. Founder / CMO sparring.
Always-on. Monthly retainer. We are a seat at your table, not a deck on your shelf.
[ 03 SHIFT ]
We embed with your team to make the work, not just the deck. Strategy days. Decision rooms. Identity systems. Campaigns. Narrative and product messaging. Founder check-ins. Board prep. The cadence to ship. For the moments that need someone in the building when the call gets made.
Three-month minimum so we are useful, not theatre. The full risk programme, embedded and shipping.
[ The bet ]
Same numbers in. Opposite answers out.
A founder brings the same bet to two rooms. Five hundred thousand of capital. Fifteen percent chance it lands. Twenty million upside if it does. Five hundred thousand lost if it doesn't. Three years.
[ Corporate room ]
Kill it.
- IRR
- −14%
- NPV @ 10%
- −£250K
- Payback
- Never
- Board reads it as
- Off-strategy. Reckless.
A single bet that loses 85% of the time. The downside is real, the upside is hypothetical, the math is unfundable. The room votes no and feels responsible for doing it.
[ Unicorn room ]
Fund it.
- EV over 20 bets
- £45M net
- Fund returner
- Yes — 2×
- Cost of passing
- £3M expected
- Partner reads it as
- On-thesis. Obvious.
One bet in a portfolio of twenty like it. The fund only needs one to land. The downside is bounded and small. Passing on this is the expensive thing. The room votes yes and feels responsible for doing it.
The bet didn't change. The system reading it did.
Start with Spark.
Six weeks to see your operating system clearly. No deck, no pitch, no commitment after. Just a useful read on where the gap between your bets and your structure is hiding.
Or read the framework first → THE LENS