The room44 manifesto.

Fence, wooden, city, change, innovation


At room44 we have to maintain an agnostic view of every client’s business. To deliver landscaping strategies that present our customers with perspectives they couldn’t see for themselves, by themselves, and to be able to extrapolate an idea into a product concept that their competitors haven’t seen: that’s where we earn our bread and butter.

There are a few tenets we hold dear and we’ve developed a manifesto that we’d like to share with you. However, we’re also aware that, as world politics and environmental issues continue to dominate our news, and market responses to mega trends go on evolving, these tenets may change.  We recommend that every CEO is able to change her, or his, mind in the face of new information, so why wouldn’t we?

1. Question everything

The constant in all our lives is change. The question that we must all ask isn’t ‘what’s going to change?’ but ‘what won’t change?’

This is where room44 starts in all our work. The probability of change and disruption occurring correlates directly to the probability of your new idea being successful, so it’s an important first step.

2. The way you do anything is the way you do everything

To look for insight where you’ve always looked, or where you know your competitors look, isn’t going to provide you with any business insulation. The recent eruption of new business start-ups and the resultant increase in business failures makes the chance of existing business faltering higher than ever before.

Adjacent opportunities must be sought and grasped. Longer term scenarios must be mapped and reviewed. Persistent and tenacious interrogation of your market dynamics and consumer behaviours is imperative.

The way you do anything is the way you do everything. If you are taking care of business today with only an occasional look at immediate threats, the way you will react is ‘occasional’.

Regularly working in your future makes your opportunities appear regularly.

3. Choose yourself

Waiting for market approval is commercially limiting and puts you into a competed position before it’s necessary. Being first to market may not always be the best position, unless you can sink countless £/$/€ into support – but waiting isn’t the answer either.

When you ‘know’ you’re right, have a little faith in yourself and launch. The worst that can happen is that you don’t make the money you need. But even in this, there is an experience to sell and benefit from later on.  Choose yourself every time.

4. It’s never too big to ignore

Overwhelmingly huge issues are a challenge that individuals cannot ignore. Big issues require a big vision and baby steps.  As Greta Thunberg has written; “no-one is too small to make a difference”.

5. It’s never too small to launch

Everything starts at the beginning. A step starts a marathon, an acorn starts the oak tree, a flake starts a blizzard… When we have the germ of an idea, we start it and feed it and water it, and we see where it goes.

An ideas that you feel is right should be nurtured even if the data isn’t available to support it. In fact, if the data is there the idea has already been seen by somebody else.

As we say in number 3, choose yourself.

Our own room44 initiatives

At room44, we see the danger that exists if commerce, industry and consumers continue to crave growth in all things. We buy-in to the need for us all to make less individual impact on our local environments, and we’re trying to offer others options too. It’s all very well for a consultancy to preach a message, but we believe that we should make it easy for people to access better alternatives. In 2019 we have been working on new ’small’ ideas and invite you to take a look.

room44 does more than talk about change

In 2019, we have kicked off two new businesses. One is a sustainable start-up focusing on artisan clothing.

The other is a partnership with an established eBike retailer to become their first brand licensee. Micro-mobility is starting to affect how towns are designed and how residents view their travel options. We see eBikes as democratised personal transport for the 14 to 140 age group.  In time, we’ll introduce bike-sharing in our area but for now, we’ve started small and we’re thrilled to have found great partners who we can work with to promote a less polluting way to get around. 

More to follow on this one.

Future thinking. Future-proofing. It’s what we do, in theory and in practice.