Skip to main content
TINY+FORCE Tark ei torma turule
THINKING IN ESTONIAN ANSWER IN ENGLISH

For Estonian companies in BritainFor Estonian companies in the UK

COMING
HERE is easy.
Being heard
is not.

I find what will make a British buyer move, and make the thing that moves them.

Next availability September
Thinking in EstonianAnswer in English
annaliisa@tinyforce.cc

Sound familiar?

The common thread: no one has worked
out what makes you worth switching to.

Where to start

Better is not
a reason to act.

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

The reason was
sitting right there.

01 Kohuke

Sell what people want.

Not what it’s made of.

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.

02 A ride-hailing app

Same problem.
Bigger budget.

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.

Find the problem.
Or make the answer.

I split the work in two, so I never sell you the answer before I know the problem. Two ways in.

The Diagnosis

One week that decides where the money goes.

One focused week when something isn’t working and you need to know what deserves attention before you spend more money on it.

The week

One week on the people, the offer and what you’re already putting in front of them.

Who you need to reach. What they compare you with. What they may already assume before you’ve said anything. Then I look at what you’re leading with now, and whether it is helping.

From there: who to focus on, what to lead with, what to say and what to stop giving so much space to.

And how you look. I look at whether the design still does its job here, because it doesn’t always travel as cleanly as the product does.

What you leave with

A written document that makes the problem clear and tells you what should happen next.

The audience to focus on. The proposition to lead with. The message hierarchy. The things worth protecting, changing or dropping.

Not fifty slides of thinking. The thinking is already done.

The language

Explaining your business in a second language can lose something before anyone has even written the brief.

We can do the thinking in Estonian.

You leave with the direction in English, ready for the people making the next thing.

Start with the Diagnosis

The Work

The idea,
made real.

You know what needs to change. Now it needs an idea.

How it works

I start with the problem we’ve agreed, then develop the idea, the message and the art direction together.

Not a louder version of what you were already saying. An idea strong enough to organise the whole thing, then the words, images and creative world that make it real.

One idea

One idea, not three safe options.

I show you the strongest route, why I think it works, and how the whole thing holds together.

Then we develop it properly.

Whatever solves it

The format comes after the idea.

It might become a campaign, a brand, a film, an event, a website, a physical space, or several of those working together.

Whatever solves it. Not whatever happened to be written in the brief.

Making it

I do the creative work myself and stay with it as it becomes real.

When the idea needs specialist craft, I bring in independent talent for what they add. That could happen in Estonia, Britain or somewhere else. If you already have good people, I can work with them instead.

The person who found the idea is still there when the work is made.

Start with the Work

Not sure which?

Send me the messy version. We’ll work out where to start.

Anna-Liisa Krõlov

Founder of
TINY+FORCE

Over 10 years in London agencies.
From physical products to fintech platforms.

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.

From over a decade agency-side

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.

BASED LONDON · PAIDESTLONDON · PAIDEST
CAPACITY
ONE PROJECT AT A TIME Full attention on your problem.
NEXT AVAILABILITY SEPTEMBER
LANGUAGE EESTI AND ENGLISH
annaliisa@tinyforce.cc