Since the surprise announcement of Amazon’s deal to buy Whole Foods Market, a lot of conversation has focused on the potential impact on other retailers — in particular, Amazon’s intent…

The world of corporate innovation has transformed over the past several years. Of course it should. It’s innovation. There are now so many different kinds of innovation: design innovation…

Acquisitions are a part of life in big companies. Done well, they provide a chance to refresh company culture, learn from new people, and mobilise a newly bolstered company behind a unifying vision…

Agile Economics is a new approach to commercial strategy that’s built for the uncertainty of innovation…

Brick and mortar retail is being disrupted at an untenable pace, forcing brands to rethink everything from offering to business model…

At ?What If!, we’ve demonstrated countless times that experimentation is the way to gain confidence in whether a product or service will be successful in market…

Dear ?What Iffers!, clients, business partners, friends and families, Today ?What If! turns 25 years old…