I spent decades (eek!) working in agencies and consultancies. I’ve worked with many of the world’s most famous brands and it’s that expertise that the N2D Method is built on. It’s made by a practitioner, for practitioners.

Phil Dearson

Phil started designing the N2D Method in the early noughties while working in strategy at some of the first digital agencies. He was amazed at the difficulty companies had getting things done because the people involved didn’t have a clear set of shared priorities. His early prototypes, involving hideously complicated spreadsheets, attempted to visualise how serving customer needs helped to achieve business objectives, or not. Sometime later, he discovered Daniel Kahneman’s book “Thinking Fast and Slow” and, via Clay Christensen, the jobs-to-be-done theory. Their insights into behavioural economics and innovation inspired Phil to turn his clunky spreadsheets into the fully-fledged algorithmic decision-making model the N2D Method is today.

He’s worked with lots of household names: 3, Apple, Artemis Fund Managers, Aviva, British Heart Foundation, Coca-Cola, Coors Brewers, UK Department of Health, Diageo, Disney, Dr Martens, FCUK, Foot Locker, Guinness, HM Revenue & Customs, IBM, Investec Asset Management, Levi’s, Liberty Specialty Markets, Lloyds Banking Group, McDonald’s, UK Ministry of Defence, National Lottery Promotions Unit, Nestlé/Cereal Partners, Nike, O2, Philip Morris International, Sadler’s Wells Theatre, Sony Computer Entertainment Europe / PlayStation, Vodafone, Volkswagen, William Grant & Sons… and more

In a previous life, Phil studied performing arts at the Royal Welsh College of Music & Drama where he snagged an opera scholarship and advanced certification in stage combat from the British Society of Fight Directors.