Ways to work together

Transformation Advisory

Work through consequential choices about AI, work design and human control.

Outcome.Direction, governance and a rehearsal plan for what comes next.

What this is for

Consequential decisions often arrive on an executive's desk disguised as smaller questions: Which platform? Which team goes first? What should the program say? Which idea deserves funding? Those are real questions, and they are often not the decision that matters.

The decision that matters is what the work is actually about—and therefore what should change, what should not, and what you would need to see to believe it is working. Advisory work is where that gets settled before budget follows it.

Do not spend beautifully against the wrong question.

How it runs

Advisory engagements are shaped around your calendar rather than a fixed curriculum. In practice they tend to involve:

  • Interpretation. Working through the choice in front of you and naming what it is really a choice between.
  • Direction. Getting the leadership team into the same play, in language the rest of the organization can act on.
  • Experiment design. Turning the direction into a small number of bounded attempts with a stated cost, a stated duration, and an agreed way to read the result.
  • Interpretation again. Reading what actually happened, including the parts that contradict the plan.

The output is not a deck of recommendations. It is a set of decisions you can defend and a rehearsal plan for the ones you cannot make yet.

What we will tell you

If the evidence does not support a move, we will say so. Our published research exists partly to hold ourselves to that standard: it states its own limitations in the body of the work, and it says plainly where a result does not establish cause.

See the research →

The philosophy

Artistic Intelligence

What we use when the answer is not waiting to be found. Josh's forthcoming book.

The practice

TheaterThink

The rehearsal-based method. How we work.

The company

Imagination Applied

Where teams rehearse consequential AI work. Explore The Rehearsal Room.

The voice

Josh Penzell

Keynotes, writing, and the book live atjoshpenzell.com.