About the incremental pathway

Practitioners.
In the work with you.

Work with senior practitioners who help your people solve business problems and build the confidence to tackle the next one. You keep the work, the method and the capability to carry it forward.

“Only you can transform your organisation. We help put the foundations in place.”

The principle behind our work.

The founders

Two perspectives. A shared method.

Customer outcomes and product thinking, brought together through daily practice.

Adam Street

Co-founder · Chief Customer Officer

Adam led digital innovation at Atkins and Jacobs and brings experience from GE. He has seen how difficult it is to change a business while leaders are fully occupied delivering through its existing model.

He brings that experience into TIP’s customer work. Through Building Trust, he practises From Customer to Code: customer discovery, proposition testing and go-to-market experiments, connected to product specification, architecture, agentic AI development and live operation.

Book a call with Adam

Greg Prickril

Co-founder · Chief Product Officer

Greg worked in product management at IBM, Microsoft and SAP before building his own consulting and coaching practice. He brings experience of complex enterprise software and the decisions involved in getting useful products into customers’ hands.

Alongside TIP’s method and session design, Greg develops products through Angel AI and builds working agents and automation. That practice informs how TIP helps teams move from individual AI use to repeatable, owned ways of working.

Book 30 minutes with Greg

Our own work / Building Trust

From Customer
to Code.

Customer discovery and GTM experiments drive the work.

Building Trust is where Adam puts From Customer to Code into practice. Start with the people you want to serve: understand their problems, test the proposition and run go-to-market experiments. Explore who will buy, what matters to them, how to reach them and what earns a commitment. Use that evidence to decide what to build, change or stop.

Think roughly 80% customer, 20% code. That is the emphasis behind the approach. Customer conversations and experiments in positioning, pricing, outreach and sales shape the product before, during and after development.

Agentic AI connects that learning to the full stack: product management, specification, architecture, the customer interface, back-end engineering, DevOps, testing, deployment and live operation. A knowledge worker can work across these disciplines, directing specialist AI agents and checking the results.

The aim is a shorter path from a customer question to evidence, and from evidence to a working product. Discovery, go-to-market experiments and delivery continue together. That is the discipline we help your people develop.

Explore Building Trust

Greg’s work on agents and automation brings the same discipline to repeatable tasks: clear purpose, testing, human judgement and someone responsible for the result.

Our partners

The right experience for the work.

Our independent partners bring experience in strategy, technology, organisational change and leadership. We agree who joins the work and what each person is responsible for.

Strategy and business value

Key & Co

Jon Key and Key & Co bring strategy diagnostics, innovation and transformation experience. They help leadership teams examine where to compete, where to invest and how AI could change the business.

Meet Key & Co Jon Key on LinkedIn

Practical organisational change

Imminent

Gary Wilson and Imminent bring an approach to change built around small, practical steps, experimentation and helping organisations adapt.

Meet Imminent Gary Wilson on LinkedIn

AI strategy and delivery

Osiris AI

James Robbins and Osiris AI bring executive AI readiness, governance and applied technology. They connect leadership choices to implementation and responsible use.

Meet Osiris AI James Robbins on LinkedIn

People, leadership and culture

Humari

Joe Hildebrand and Humari focus on the human capabilities needed for AI: mindsets, behaviours, leadership and adoption. Their AIEQ approach adds depth to the people side of change.

Meet Humari Joe Hildebrand on LinkedIn

Leadership feedback

Real work changes the conversation.

Excerpts from feedback on TIP leadership sessions.

“What sets TIP apart is their focus on both technical and adaptive learning. We didn’t just learn new tools, we learned how to challenge our own assumptions, prioritise what matters, and coach each other to keep moving forward.”

Jane HulmeChief People Officer, Unum UK

“This session took generative AI from something abstract to something highly practical for us as a leadership group. It focused on applying GenAI to our real-world challenges such as board governance.”

Michelle MitchellCEO, Cancer Research UK · 2025 feedback

“It made us rethink how we approach strategy, onboarding, and culture. In our case, we used it to rehearse tough conversations, challenge organisational assumptions, and sharpen how we plan.”

Sean DuffyCEO, Wise Group · 2025 feedback

What we believe

Capability belongs inside your business.

Leadership
sets the conditions.

Leaders make space to learn, participate in the work and decide how the capacity created will be used.

The customer
sets the direction.

Work backwards from what people need. Challenge the current process before you try to make it faster.

Evidence
sets the next step.

Look at what works, what people use and what the business can own. Let that shape the next commitment.

Your next step

Book a call with Adam or Greg.

Bring one business priority. In 30 minutes, explore the starting point, the people needed and the time and investment involved.

Book a call

Practitioners.In the work with you.