Who We Are

We’re a team of intensely curious and playful people who are passionate about health, food, systems-thinking, collaboration, and innovation. We partner with high-potential early-stage companies and large established companies to reveal big ideas and launch meaningful businesses from the ground up.

What We Believe

We’re witnessing a tidal shift from a focus on product benefits and transactions to rich, sharable experiences between companies and consumers. Today’s emerging brands reduce uncertainty by taking a more holistic approach to creating value and sustainable growth.

OUTSIDE-IN THINKINGOUTSIDE-IN THINKING

The rules of engagement for new brands are very different from the past. Today, we must practice big picture thinking, using the rapidly changing landscape to our advantage.

INTEGRATED APPROACHINTEGRATED APPROACH

Gone are the days of simply making and selling a product. We look across the entire value chain from farmer to finished product, uncovering better, more sustainable, more profitable approaches to doing business.

RICH EXPERIENCESRICH EXPERIENCES

Brands today are co-created by people. The most successful become rich experiences by actively engaging and inspiring communities on a variety of levels.

MERGING OF PRODUCTS & SERVICESMERGING OF PRODUCTS & SERVICES

A product is a momentary experience. A service extends over time. Integration of both product and service lays the foundation for a sustainable relationship.


Our Approach

Our Approach

Pure inspiration is born from the heart, and has the power to move everyone around us. Big Bang Strategy takes a disciplined and big-picture approach to building your businesses throughout the development process and once in the marketplace. We partner with leaders and companies, creating the conditions for inspiration to flourish, rapidly prototyping and continuously iterating product, package, brand and social currency. We sweat the details with our partners. The result: new, resonant brands positioned to thrive in a rapidly changing marketplace.

1. Identify your North Star1. Identify your North Star
  • Give expression to what inspires leaders from within
  • Define the business you’re really in (frame of reference)
  • Connect inspiration to organizational purpose
  • Define the core values that guide actions throughout the journey
2. Learn & Listen2. Learn & Listen
  • Study the market and larger forces of change around you  - where is the power held?
  • Identify category drivers and stakeholders – how might we collaborate and compete?
  • Build intimacy with your prospective audience.  Listen hard, uncovering authentic insights (dogma and ideology are enemies of true innovation)
3. Iterate for Insights3. Iterate for Insights
  • Root strategy in active listening and experimentation – with your team and with your prospective customers
  • Define the desired outcomes based on human needs – how do discoveries along the journey inspire rather than confound?
  • Articulate business & financial model, brand blueprint and development roadmap
  • Activate positive emotions through emotional design and identity
4. Make it Real!4. Make it Real!
  • Prototype early (product & package)
  • Evaluate, listen, optimize, then do it again
  • Experience Modeling – define and integrate touchpoints across brand experience
  • Define the social currency platform.  Where is shared meaning held in the proposition?
  • Build launch plan
5. Scale5. Scale
  • Lay conditions for in-market success
  • Gain real market insights in limited test market
  • Optimize individual elements and total bundle
  • Scale quickly, gaining market traction


A FEW MACRO FORCES THAT HAVE OUR ATTENTION TODAY

Rapidly Expanding Tastes: Cultural convergence and upward mobility supercharges desires for new tastes
Institutional Disruption: Across every vertical, new competition is emerging to challenge large companies at their core
Creating the Future: Rather than asking what the future has in store for us, a new generation now asks what do we have in store for our future
The Great Divide: As prosperity spreads around the globe, we divide more into winners (connected; empowered) and losers
Intangible Economy: Value is increasingly held in things we cannot hold - experiences, services, and relationships
Technology Dissidents: Voices are emerging in resistance to technology’s impact on human systems, nature, and even morality

Watch the latest from Big Bang Strategy’s president and founder, Adam DeVito, to learn what we’re thinking about and questions we’re asking today.

Case Studies

Case Studies

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Citizen Chef

BBS co-founded this exciting new healthy food company that’s helping people everywhere find their joy in the kitchen. Read a little bit more about BBS’s role in creating Citizen Chef.

Citizen Chef is a company co-founded by BBS and Drew Taylor of Taylor Farms with the shared purpose of helping people find their joy in the kitchen and in turn lead a healthier lifestyle. Starting in 2010, the brand has been built from the ground up and now includes a line of fresh, versatile cooking sauces in a range of global flavors and family-sized and single-serve natural and organic salad kits.

Today, Citizen Chef is expanding into national distribution, and continuing to advance our mission to help people find joy in the kitchen and eat deliciously well.

Focus Areas

  • Opportunity Space Identification
  • New Category Innovation
  • Purposeful Positioning
  • Market Surveillance
  • Competitive Landscape Analysis
  • Need State Identification
  • Articulating Opportunity Space
  • Business Modeling
  • New Product Creation & Commercialization
  • Brand Identity
  • Beta Testing
  • Systems Thinking
  • Scaling Strategies
  • Market Launch
  • Continuous Improvement

 

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Coca Cola

The BBS team worked closely with senior leaders at Coca Cola to develop a global innovation platform. The team also led large efforts with leaders of the Global Juice Company and the Worldwide Packaging Group. Read a little more here.

Big Bang Strategy worked for 18 months on three distinct efforts with senior leaders of the Coca-Cola Co. The first was to identify, develop and find internal sponsorship for a new better-for-you beverage platform in the juice space.  Next, BBS provided early thought leadership and guidance to develop a large-scale automated management, procurement and decision making tools for the Global Juice Company.  Lastly, BBS developed a system with Global Packaging R&D to prioritize research and development efforts by more effectively aligning to portfolio brand equities and core positioning.

Focus Areas

  • Opportunity Space Identification
  • New Category Innovation
  • Market Surveillance
  • Brand Architecture
  • Systems Thinking
  • Sustainable Strategies

 

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Full Plate Living

BBS helped to reposition Full Plate Diet and the parent organization, uncovering the power behind this new lifestyle approach to wellness. Learn a little more about the many areas of collaboration between BBS and the Full Plate team.

Full Plate Living is a non-profit organization helping people discover an exciting and empowering path to weight loss, healthy lifestyle and reaching your highest goals. BBS partnered to reposition the parent organization and the New York Times best-selling diet program in order to fully express this highly differentiated approach to food, eating and living abundantly. BBS also led the organization’s interactive strategy and development, as well as the entire suite of visual and brand identity across all brand touchpoints.

Focus Areas

  • Target Audience Modeling
  • Purposeful Positioning
  • Brand Architecture
  • Competitive & Collaborative Landscape Analysis
  • Opportunity Space Articulation
  • Visual & Brand Identity
  • Participant Research & Insights
  • Interactive Strategy
  • Interactive Design & Development
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Rubicon Global

The BBS team worked closely with Rubicon founders to reframe the company from a progressive waste company to an enterprise that views waste as valuable nutrients to be recaptured within a system. Learn more about our work with Rubicon.

Rubicon is a leading provider of sustainable waste and recycling solutions in North America. The company provides comprehensive waste stream solutions that allow companies to reduce operating expenses, implement recycling programs and save money. BBS and Rubicon partnered to deeply study the waste industry through the lens of sustainability and a systems approach. The team rearticulated Rubicon’s positioning and uncovered its purpose, to create a new industrial model that nourishes life.  When waste is viewed as the earth’s valuable nutrients, the goal then is to divert these materials from landfill and keep them in a closed loop.

Today, Rubicon has grown many times over since 2010, with a large and growing team.  The company has pledged to work with all of its clients towards an audacious goal of diverting 100% of waste from landfill by 2020.

Focus Areas

  • New Category Innovation
  • Purposeful Positioning
  • Market Surveillance
  • Competitive Landscape Analysis
  • Internal Culture Creation
  • Systems Thinking
  • Scaling Strategies
  • Interactive Strategy
  • Interactive Design & Development

 

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Ulker Chocolate / North Star Innovation

The BBS team acted as the West coast based office of this new venture to develop the first global chocolate platform opportunity within Ulker, the largest food producer in Turkey. Learn more about the work we did.

Turkish based Ulker, one of the largest chocolate producers in the world and owner of the prestigious Godiva brand, came to BBS with the challenge of pioneering the first innovation project to expand the company’s reach globally. Working intensely with the Istanbul-based team, we identified, developed and positioned a large new global chocolate platform (cross-category) in the growing affordable luxury segment. To expand rapidly, the company seeks to engage a young core communication target to participate in this new brand, establishing rich social currency and word of mouth connected to the brand’s higher purpose.

The brand platform is expected to launch by the end of 2014 in selected markets, and ultimately expand its reach globally across a variety of channels.

 

Focus Areas

  • Market Surveillance
  • New Product Development
  • Competitive Landscape Analysis
  • Need State Identification
  • Situations & Occasions Mapping
  • Emotional Design
  • Brand Architecture
  • Business Modeling
  • New Product Creation & Commercialization
The Team

The Team

  • Adam DeVito
  • JR Farel
  • Alyson Pullman
  • Catherine Gray
  • Keith Wakeman

Adam DeVito

Adam founded Big Bang Strategy to create inspired new businesses and brands with great partners. Adam is a strategy, brand and product development guy by training. As of late, he’s split his time between large-scale innovation within very large companies and as a serial entrepreneur. Adam has started companies focused on play (big BOING), health and healing (SuperBetter Labs) and fresh food and cooking (Citizen Chef).

In his previous life, Adam served as the Managing Partner of Sterling-Rice Group, a 140-person integrated brand strategy and advertising launch firm. During his 10 year tenure, Adam led large portfolio strategy, innovation, health and wellness and brand positioning assignments for clients such as Pepsi Co., Kraft Foods, Mead Johnson, Kellogg’s, Wendy’s, Horizon Organic Dairy and Quaker Foods. Adam’s team created more than $2 Billion in incremental value for clients. Adam also established many new capabilities during his tenure, such as a proprietary Brand Experience Modeling process, Brand-Audit process and Sterling-Rice Group’s Scenario Planning practice, facilitating large global “change” assignments for Fortune 100 companies.

Prior to joining Sterling-Rice Group, Adam created and led the New Concept Development group for Kraft Foods for 7 years where his group was directly responsible for innovation that has cumulatively generated more than $6 Billion in incremental sales across six divisions. In 1984, Adam launched and co-authored 11 books on healthy cooking for Time-Life, translated into seven languages. He also owned and operated several top restaurants. Adam began his food career in a classical French cooking apprenticeship at the age of 14, later opening a school for elite professional chefs with the renowned Madeleine Kamman. Adam serves as a board member to several promising young companies.

  • What inspires you most?
    The creative act. I just love starting something from nothing.
  • What do you want to learn in the next couple of years?
    How to have more fun and connection with people I love. Oh, and to pick up guitar again.
  • Most memorable food experience?
    El Bulli in Catalonia for my 40th birthday. The whole experience lives in infamy (from the Jamon de “Toro” to the thick sea foam on the beach outside).
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JR Farel

JR joined Big Bang Strategy in 2012, drawn to the team's shared passion for creating purposeful businesses in the food space. She first explored this issue when she conducted a year long thesis project on food-related waste for her Industrial Design program at Massachusetts College of Art in Boston, and realized she was just scratching the surface. With Big Bang she is able to work with inspiring individuals and help companies that want to start movements from within the industry.

While JR has a hand in all of Big Bang Strategy projects, she specializes in bringing emotional design to the products and brands being developed. The process of using insights from research to inform design features and brand positioning is part of how Big Bang creates truly meaningful companies.

  • What inspires you most?
    Travel! Seeing how daily life varies from place to place
  • What do you want to learn in the next couple of years?
    Guitar and harmonica. Simultaneously.
  • Most memorable food experience?
    Harvesting honeycomb from my family’s beehives
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Alyson Pullman

Alyson came to Big Bang Strategy with extensive experience in marketing and public relations from her time at as a publicist at Chronicle Books. She has worked with chefs around the world promoting their cookbooks, setting up press events, and helping to gain awareness for their products. Her love of food led her to cooking schools in Florence, where she attended as a student, and San Diego, where she worked as a buyer.

Everyday at Big Bang Strategy brings new and exciting challenges as the team helps partners build resilient and purposeful ventures. Alyson calls upon her marketing expertise and passion for food to collaborate, identify, and launch dynamic companies and products in an ever changing marketplace.

  • What inspires you most?
    People who aren’t afraid to take risks
  • What do you want to learn in the next couple of years?
    French or Italian, is there anything more romantic?
  • Most memorable food experience?
    Taking my first cooking class, we made a 7 course meal I still dream about
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Catherine Gray

Catherine specializes in aligning teams behind vision, purpose and a clear strategy. She has worked for more than fifteen years assisting many Fortune 100 leaders with organizational development, alignment and team building programs. During her career she has led large-scale transformational processes at companies such as Coca Cola, The Home Depot, McDonald's, Nike, Fed-Ex Kinkos, Starbucks, IKEA and Bank of America. She also has deep experience working with teams to strengthen culture and improve effectiveness, and has trained hundreds of corporate groups and built extensive education and training programs in support of this work.

Catherine has a particular interest in purpose-driven businesses and corporate social responsibility. For eight years she served as President of the Natural Step a leading sustainability think tank and advisory services organization. She worked with some of the world’s top CEO’s building comprehensive programs to move their teams, operations, and supply chains toward sustainability. Before becoming a strategy consultant, Catherine worked in the field of communications holding positions with the Wall Street Journal, a television production company in Los Angeles, and the first private media network in the former Soviet Union. She grew up in Hawaii and has a BA in journalism from Brown University.

  • What inspires you most?
    People who are whole hearted — who jump in with both feet, are curious, find the good in any situation they face,  and are willing to be vulnerable.
  • What do you want to learn in the next couple of years?
    I want to learn more about  archetypal stories that reach deep into the human psyche and move people forward in way they never expected.  I also want to learn how to kite surf.
  • Most memorable food experience?
    On the border of Russia and China…after being in the field with a group of scientists for three weeks and not showering, I was taken to a “farm” in the middle of nowhere where I had the pleasure of taking a cold shower in the middle of a barn surrounded by cows. When I was finished this lovely Russian woman handed me a jar of fresh warm milk and bread she had just baked…heaven…
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Keith Wakeman

Keith is passionate about creating new brands, ventures & products that make a positive impact in the world. He is an active Big Bang Strategy partner and President of Cherry Street Innovation, a strategy & new venture development firm he founded in 2004 to create scalable & sustainable businesses and products that empower healthy lifestyles and transform the food supply with healthier foods & beverages.

Keith brings an uniquely broad perspective and deep expertise to the disciplined process of identifying, developing, incubating & successfully expanding new brands, products, services & go-to-market models. His experience spans a range of industries including foods, snacks & beverages, healthy lifestyle & behavior change programs, e-commerce, nutraceuticals, diagnostics, life sciences, and nutrition ingredients.

Keith serves on the Boards of several entrepreneurial organizations including PRE foods, a startup working to bring healthy grass-fed beef to mainstream America; Living Abundantly Ministries, a non-profit with a scalable faith-based model to address America's crisis of obesity & chronic disease; and Gene Smart Wellness, an e-commerce business that promotes a healthy lifestyle approach to reverse our nation's growing prevalence of inflammatory diseases.

Previously, Keith spent nearly 20 years in the food industry where he developed & launched over $1 billion of new products for leading companies including Kellogg, Keebler and Nabisco. Keith led strategic new venture development for both Kellogg and Keebler and was Head of Innovation for the $2 billion Kellogg Snacks Division. He also directed brand teams, managed P&Ls, and held various sales & trade marketing roles at Nabisco, Leaf and Procter & Gamble.

  • What inspires you most?
    Uncovering insight-led innovations that fill lives with hope, energy & possibility — and then throwing all my creative & analytical energies into making them real.
  • What do you want to learn in the next couple of years?
    How to help my kids make Pinewood Derby cars that are really, really fast.
  • Most memorable food experience?
    Charlie Trotter’s in Chicago. That’s where I proposed to my wife. The whole experience, including the food was amazing.
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Inner Circle

These super talented folks are an extension of the Big Bang Strategy team. We call upon their expertise to help make us smarter.

Design

Ana Reza Hadden

Ana Reza Hadden Product and Industrial Design

Bay Area product design consultant with over 14 years of experience in both corporate and consultancy environments. Her focus is in the areas of housewares, furniture, packaging, and accessories design.

Brett McIntire

Brett McIntire Industrial and Package Design

Brett is a Bay Area based Industrial Design consultant with over 20 years of experience designing and developing successful products and packaging. His work has impacted such brands as Brita, Sauza, GoPro, Green Works, Chevron, Clorox, Hidden Valley and T-Mobile.

Riley Hutchens

Riley Hutchens Brand Identity

Riley is a design specialist who builds brand assets for companies such as Muir Glen, Starbucks, Halliburton, Whole Foods, The Children’s Hospital of Denver, Betty Crocker, and Skinnygirl Daily.

Strategy & Research  

Ivy Ross

Ivy Ross Strategy & Marketing

Ivy is currently the CMO of art.com, the largest speciality retailer of art prints on line in over 20 countries and has previously held executive positions ranging from Head of Product Design and Development to CMO and presidencies with several companies including Calvin Klein, Swatch, Coach, Mattel and Gap. Ivy has been acknowledged by both Fast Company and Business Week magazines as one of the most innovative executives working inside a corporation.

Michael Rice

Michael Rice Strategy & Integrated Marketing

Michael co-founded the integrated marketing agency Sterling-Rice Group and is currently President of Bolder Brands. Michael has 25+ years of experience working with Fortune 500 companies and early stage businesses. He has launched over $5 billion in new products and services, specializing in devising and implementing go-to-market strategies.

John Cooke

John Cooke Innovation Strategy

John’s passion is building brands and businesses. With 20+ years of brand strategy, innovation, and strategic planning experience, he’s helped companies big (PepsiCo, Frito, Starbucks, Bayer, Walmart) and small (Rudi’s Organic Bakery, Larabar) create new opportunities for their brands.

Alastair Dorward

Alastair Dorward Strategy, Sustainability & Entrepreneurship

Alastair is a serial entrepreneur and former CEO of challenger brand Method. He has more than 20 years of experience in strategy and large-scale innovation with a commitment to the philosophy "better for you, better for the planet."

Sue Ellen Bohac

Sue Ellen Bohac Market Research

Sue Ellen is a nationally recognized thought leader in quantitative and qualitative methods. She architected SMI-Alcott’s marketing framework process and is author of the powerful marketing matrix targeting model. Her business expertise spans the foundational areas of consumer targeting, need states, market structure, and brand equity.

Media

Taylor Fogelquist

Taylor Fogelquist Producer & Strategist

Digital media strategist with 18 years of relevant experience in brand development, startup business operations, video creative, social media strategy, internet marketing & communications. He is also a judge for the Webby Awards and for several years covered the internet for a nationally syndicated public radio show.

Rob Heider

Rob Heider Idea and Brand Catalyst

Rob produces creative content to positively impact business strategies and create disruption in the marketplace. He has created advertising campaigns for many large companies including Kellogg’s, Pillsbury, McDonalds and Samsonite.

Brian West

Brian West Digital Marketing

Brian is Founder and President of digital marketing and user experience agency Active Ingredients. He's passionate about all things digital, outdoor adventures, and learning new skills.

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Contact Us

Contact Us

We’d love to hear from you!

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Sausalito, CA 94965

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Phone: 720.839.5747
Email: adam@bigbangstrategy.com

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