Our story
Plan is an independent product strategy consultancy based in London. We help leading mobility and consumer tech companies to navigate the early stages of innovation. Founded in 2004, we are a team of researchers, strategists and designers who have earned a reputation for cutting through complexity and offering clear, independent, frank and friendly advice.
Kevin McCullagh
Founder
Kevin founded Plan in 2004. Before this, he was a director at product design consultancy Seymourpowell, where he set up one of the first dedicated design strategy teams in Europe. His clients have included: Airbus, Carl Zeiss, Coca-Cola, Coloplast, Deutsche Telekom, Ford, GN Hearing, HP, Hyundai, KingFisher Lenovo, Logitech, Lixil, Mars, McLaren, Nokia, Microsoft, Orange, O2, P&G, Samsung, Shell, Sky, Tefal, Toyota, Unilever, Virgin Voyages, Vodafone and Yamaha.
He writes and speaks on foresight, design, innovation and leadership; and has been published in: The Wall Street Journal, The Telegraph, FastCompany, Unherd, Icon, Blueprint and The Design Management Review.
How we work
Five principles that guide us
Frame the challenge
Strategic challenges are often fuzzy and complex. We start by identifying the key dimensions of the problem, using these to build a clear framework. This helps us define the scope and nature of the challenge that needs to be addressed.
Combine perspectives
To get a full, rounded view of issues and opportunities, we circle the challenge to explore different perspectives. This helps us avoid blind spots and cross-reference data points to make sure we’ve understood everything.
Zoom in and out
To keep innovation aligned with wider business objectives, we continually adjust our focus. We step back to consider the bigger picture. And we get up close to consider the finer details of the product experience.
Mix rigour with creativity
With innovation, relying solely on analysis or solely on intuitive leaps will only take you so far. We bring left-brain and right-brain thinking together, combining rigour and intuition to structure and solve problems.
Communicate lucidly
To make sure organisational strategies stick, we craft clear, concise, compelling communications. We combine clarity of thought with examples, metaphors and stories that connect with people.
