For Estonian companies in BritainFor Estonian companies in the UK
I find what will make a British buyer move, and make the thing that moves them.
Every company arriving here believes its product is better. It usually is.
Doesn’t matter.
People can agree something is better and still keep doing what they already do. Better isn’t always worth the effort. Better can just be a fact nobody asked for.
The job is to find the reason worth acting on. There is always one.
Two arrivals
Sell kohuke here as a quark bar and you make the ingredient the first thing somebody has to understand.
Change quark to kefir and you may just have changed the unfamiliar word.
Neither starts with the thing somebody actually wants.
Nobody is looking for the ingredient.
They’re looking for a sweet treat that isn’t a total write-off. Sell that.
Imagine an Estonian ride-hailing app arriving in Britain with a genuinely useful advantage for both sides of the car.
It could spend its money explaining where it comes from.
Or it could start with something the rider already has a reason to care about.
You pay less. The driver keeps more.
People already have feelings about the bit that disappears in the middle. Point that somewhere.
You bring me what isn’t working. Something you’re launching, something that isn’t moving, something you can’t get people to do.
Sometimes it’s clear and I go straight to the idea and make it. Sometimes what you’ve brought isn’t the real problem, and I’ll say so before either of us spends money on the wrong thing.
Fixed price, agreed before we start.
I don’t decide what to make before I know what will work.
If you only need the thinking, the Diagnosis is available on its own.
Founder of
TINY+FORCE
Airbus private jets. The coating inside a Coca-Cola can. An employer brand for Harrods. A breast cancer treatment. Helping Vodafone look like a tech pioneer to graduates. Getting teenagers to take over managing their own asthma.
Different products, different audiences, different problems. The useful part has usually been the same: seeing the problem differently, then turning that into an idea people can actually use.
I’m Estonian and I’ve lived in Britain for twenty years. That means I can do something quite practical for companies coming here:
We can do the thinking in Estonian.
The answer leaves in English.
Not by sanding the Estonian off. By working out what should stay exactly as it is, and what needs another way in.
Worked across a wide range of sectors
Health + pharma
Tech + software
Finance + fintech
Aviation + industrial
Consumer + retail
Professional + B2B
Charity + NGO
Public + education
TINY+FORCE
For people
with a problem,
not a brief.For people with a problem,
not a brief.
You bring me the problem as you see it. I work out what needs attention and make the creative answer.
No brief and no deck needed. The messy version in your own words is enough. One paragraph is plenty.
Seeing the problem clearly is where the creative work starts, so the person who sees it is still there when it’s made.
You get a point of view, not a menu. One recommendation, not three safe options.