<un>known company overview

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# `<un>known` — Company Overview

*Sourced from the internal leadership summit playbook (27 March 2025, Dublin). File: `unknown_12.06.25.pptx`.*

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## What is `<un>known`?

`<un>known` is a **collective of the curious** — a cooperative of insight expertise made up of four distinct specialities, united to be greater than the sum of their parts.

> *"Each is individually brilliant, but together we're unstoppable. There's a magic in the mix."*

The company spans Ireland, UK, Australia, Bosnia, and Spain.

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## Why the name?

> *"When clients come to us, it's because they have a blind spot — something unknown. Or as we call it, an `<un>known`.*
> *We exist to help clients remove the `<un>` and reveal the known — to move from uncertainty to understanding."*

The **chevrons `< >`** around the `un` are not decorative. They represent the **dynamic tension** between uncertainty and understanding — and the company's ability to navigate from one to the other.

The `<un>` prefix is a brand device. It carries the core meaning: something is currently unknown, and `<un>known` exists to strip that away.

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## Purpose

> *To make meaningful impact possible — not just for our clients, but for our people and our communities, too.*

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## Vision

> *To shape the future of the insight industry by growing a collective of world-leading specialists, united by a single culture. A place where people thrive, clients want to engage with us, and our work delivers lasting business impact.*

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## Cultural DNA — "We are..."

| Value | Description |
|---|---|
| **Sound** | Straight, reliable, honest. Good craic. Always do the right thing. The kind of people clients want in their corner. |
| **Bold** | Speak out. Test boundaries. Challenge the expected. Stay curious and keep learning. |
| **Brilliant** | Leverage strengths. Share knowledge. Amplify impact through collaboration. United as one. |
| **Impactful** | Turn deep insight into meaningful action — for clients, teams, and the industry. Raise the bar. |

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## How We Deliver Impact — Growth Drivers

### 1. Thriving Together
Bring individual strengths to form a powerful team. One Team, One Culture. Clifton Strengths assessments for all. Cross-functional teams and Culture Ambassadors.

### 2. Client Centric
Clients at the heart of everything. Gain, retain, and grow clients through deeper knowledge, empathy, and courage. Quarterly Client Impact Reviews. Working with "4Twenty2" on business development capability.

### 3. Bold Ambition
Think big, move with purpose. Back brave ideas. Clear Ambition Metrics. Annual Strategic Planning Process (SOAP) with quarterly rhythm.

### 4. Pushing Boundaries
Challenge the status quo with pioneering thinking and cutting-edge tech. Unafraid to trial ideas and technologies (AI). **EmpathyIQ is specifically named here** — to be embedded across teams with an internal "Dog Food Team" established.

### 5. Showcasing Brilliance
Celebrate success, elevate work, share the story. Resourced marketing plan. Thought leadership and speaking engagements. Award-winning work. Launch event planned to encapsulate multiple growth drivers.

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## `<un>peel` — Brand Lineage

`<un>peel` is a product/tool name that follows the `<un>` brand convention. The concept: *peeling back the layers of understanding to reveal the truth*. Consistent with the core brand metaphor of stripping away the `<un>` to reveal the known.

EmpathyIQ is explicitly positioned within `<un>known`'s "Pushing Boundaries" growth driver — it is the tech/AI innovation vehicle for the collective.

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## Internal Launch

- **Date:** 27 March 2025, Dublin
- **Event:** First leadership summit — shapes the ambition and culture of `<un>known`
- **Tone:** Collaborative, curious, ambitious. *"Courage to explore what we don't know."*