Bart Higgins


Bart leads our 4D Experience practice, partnering with our clients globally to enable and activate brand experience innovation. Focusing on the development of new services, programs, environments, and branded offerings, Bart’s work helps build meaningful and lasting relationships between brands and the communities of customers they support. In his 5 years with ?What If!, Bart has helped develop new business models, invent groundbreaking services, places and experiences, and drive business growth for some of the world’s leading companies. Whether creating a new retail concept for a leading pharmacy and convenience retailer, developing a service model for a disruptive new hotel brand, re-imaging the beauty experience for one of the world’s leading beauty businesses, or driving workplace transformation for a global pharmaceutical company, Bart’s relentless quest to help brands empathetically connect with customers is at the center of all of his work.

On his way to finding his home at ?What If!, Bart helped grow Wired Magazine by focusing on global operations, launched a transformational workplace design agency to support the growth of the technology industry, and helped develop some of the worlds most exciting retail and hospitality concepts as a partner at the groundbreaking creative agency, Pompei A.D.

Borrowing from Wired Magazine’s patron saint Marshall McCluahan, Bart’s mantra in his work is “The medium is the message.” The place where we engage people, the way we communicate with them, and the emotional and empathetic relationships we build with them are quickly becoming as important as the products we develop for them. Working to this end helps brand focus on the most important stakeholder, the customer.

Through all of his dedication and passion to help great companies do great things, Bart know that his true calling is to be a great father to his kids Boe and Beryl.

The ?! moment I’ve had the most Impact:
I’m deeply driven by ?What If!’s Impact value, and I work to ensure that every project is focused on actionable outcomes that move the needle for our client partners and positively change the lives of their customers. One of my favorite projects was working with a global pharmaceutical business to enable collaboration and knowledge sharing between scientists in an effort to accelerate the drug development and approval process. Our work to reimagine environments and culture within their global R&D organization led to the development and activation of new facilities and technologies across the globe. These new labs and workplaces are considered to be the heart of a new approach to rapid consumer focused innovation.

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