However, while working hard to challenge “death by PowerPoint”, tedious processes and inflexible strategy frameworks, Vertical Strategy is still much closer to a consultancy than a design agency. Joachim, Karsten and the others don’t build experiences and products because they are great for the customer per say; instead, they build for profit. “We understand the strategy, we understand how to build big, valuable businesses and we have that in mind all the way through”, says Joachim. “But we also take into account what the customers like and want, because we strongly believe that this drives profit”.
In continuation of the pursuit of speed lies an ability to see the value of something failing. Joachim and Karsten explain that in many businesses, when something starts to fail, people start covering up. Once they have covered up the failure, it becomes more complex and people spend a lot of time working on something that should have been shut down, because no one believes that a failure can be a success. However, by having a very involving process, where decisions are made fast and ideas are continuously tested, there is a built-in room for failure, ultimately resulting in a much more proof-tested and robust end product, believe Karsten and Joachim.