A financial-services startup engaged CI to collaborate in developing the design and content of its first website. But in trying to answer an obvious question—"What business do you think you're in?"—it emerged that the partnership team was in disagreement about crucial aspects of their business offering.

What began as a conventional website-development project emerged as unmistakably central to the support of the young company's business strategy, as well as a kind of group therapy for the management team.

In its collaboration with the company Collective Intelligence kept attention on explicating the value proposition behind each of the firm's services. What resulted was a better website and clarity about the company's offering. Of more sustaining value has been a shared vision among the leadership team about their business mission. The consequence has been accelerated growth.

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