Labs

Notice-Differentiate Labs

Build the capabilities behind more distinctive propositions

An in-company Lab that teaches your team the skills behind developing a unique viewpoint.

Through expert teaching and structured practice, participants learn to pay closer attention to customers, markets and culture; interpret what they find; and develop more distinctive propositions.

BEST FOR:
Brand, experience, or product teams preparing to launch or reset a proposition.
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Why now

Your edge lies in how your people notice what others overlook

We have more data, research and ideas at our disposal than ever. But when businesses all rely on the same sources and category conventions, their propositions begin to converge. They become average.

The Notice–Differentiate Lab develops the capabilities that protect against ‘average’: attuned observation, recognising quality, rigorous interpretation. I teach how to develop an informed yet distinctive viewpoint.

These skills are rarely taught, but give a key competitive edge.

These skills that are rarely taught, but without them, a business is nothing more than average

Commercial application

Ideas are plentiful, but only the meaningful ones stand out

The Lab is designed it to help business leaders right now, as they grapple to make sense of rapidly changing landscapes, and are presented with endless options.

Businesses will develop their skills for -

  • Move beyond demographics. Build genuine empathy and sensitivity for how people think and feel - the foundation of experiences that resonate.

  • Separate quality from the noise of AI, and lead with discernment. Understand what makes a credible source, and develop your judgement and critical thinking skills.

  • Spot what your competitors miss. Learn to pick up on cues that impact customer behaviour, and keep track of cultural shifts.

  • Move beyond safe ideas. Develop an original but informed point of view, and make creative judgements with confidence.

The Notice-differentiate method

Move from close attention to a distinctive brand

Businesses will learn how implement the Notice-Differentiate Method, giving you scaleable skills to look beyond the obvious and develop your unique viewpoint.

Diagnose

Spot assumptions and define what merits further investigation

Notice

Observe customers, markets and culture with greater precision

Interpret

Learn a rigorous way to move beyond surface findings

Differentiate

Recognise opportunities that are relevant and ownable

What you can expect

Expert teaching & structured practice around a live challenge

The Lab uses a practical, hands-on learning format.

We begin with a briefing call to identify a live challenge from your business. From there I design the Lab around that issue.

During the Lab, I’ll introduce the Method, discuss examples, and explain the principles behind my practice.

Your will apply the skills in focused exercises designed for your current challenge making the learning immediately valuable.

Note that the Lab is hands-on, and may take place in a live customer context, as well as in the board room.

"Fiona brings the rigour of expert research planning and execution; a highly strategic perspective to how these translate into design; and the flexibility to collaborate to brilliant effect with creatives and business folks alike."

— ED WHITE, DESIGN DIRECTOR, IDEO
How it works

Designed around your team, context, and work in flight

Format

Full day, or multi-session program

Group size

Up to 6 participants

Delivery

Office and field based. Locations will depend on live challenge

Design

Bespoke design structured around your business, brand and current challenge

Leave with

Contextual insight addressing the live challenge, plus frameworks, tools and habits that last well beyond the Lab

Who is it for

Businesses whose work depends on original thinking and sound judgement

Notice–Differentiate Labs are designed for:

  • Founder-led businesses developing original thinking

  • Small businesses looking for expert tools to stay distinctive and get ahead

  • Brand, customer experience and innovation teams strengthening original thinking capabilities

  • Leadership teams protecting business distinctiveness in an AI-first market

  • Businesses committed to developing their capabilities and people for the long-term

Labs are particularly valuable for businesses committed to quality of thinking, customer insight, and attention to detail.

“Thank you for encouraging bold and boundary pushing conversations.”

— Consultant, Kearney, Zurich
Led by Fiona Maciver

I’m a Brand & Experience Strategist, PhD in Design Strategy, and former UX Research Lead at Meta. I bring together experience from design and marketing, research and innovation, alongside the practical techniques I teach at Central Saint Martins.

I help teams develop original thinking and more distinctive brands.

Get in touch

Equip your team to notice what others miss

Tell me about your team, the commercial context and a situation you’d like to use as the learning subject.

I’ll shape the Lab around your challenge, while teaching you the structure and rigour of the Notice–Differentiate Method.

Enquire →
Book a call →