T.I.N.R.S

T.I.N.R.S. Those were the five letters scrawled across the whiteboard when I walked into my first strategic marketing class. I didn’t know what they meant, but they would stay with me and become the foundation of my approach to strategy.

This Is Not Rocket Science, T.I.N.R.S. That was the very first lesson the professor wanted to impart. That strategy isn’t about making things more complicated; it’s about clarity, focus, and turning ideas into action. The best strategies are simple enough to explain on one page, but strong enough to guide an entire organization.

That idea resonated with me. Over the next 20 years in the pharmaceutical industry, both in-house and as a consultant, I saw how easily strategy can become entangled in jargon, endless slides, and overly complex models. But I also saw how powerful it was when you could strip away the noise and focus on what really matters.

So when it came time to launch my own firm, the name was obvious. Not Rocket Science Strategy, it isn’t just a nod to that classroom moment; it’s a promise to our clients. Our work is grounded in making strategy clear, cutting through the jargon and overcomplication that often slow progress. It’s about ensuring every plan is actionable, built on innovative tools and workshops that help organizations move forward. Most importantly, it’s collaborative and cross-functional, ensuring that subject matter experts can meaningfully contribute their valuable insights.

Everything we do is about uncovering insights, charting a clear path, and making sure you leave every session excited to take the next step. Because while your challenges might be complex, your strategy doesn’t have to be.

And so, here we are. Day one of this new chapter. The name says it all, and I can’t wait to help organizations achieve that success.

After all, it’s Not Rocket Science.