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The 90-90 Rule


The 90-90 Rule states: 90% of the time, your problems can be solved 90% of way with existing knowledge and little to no new research. 


We find that with most clients, often all it takes is an hour of chat for the 90-90 rule to work.


There is a wealth of knowledge from academic theory, expertise, and additional sources, plus untapped logical ways of thinking, that, if properly accessed, can largely solve most problems, most of the way, most of the time.






It Really Works 


The reason people often doubt the 90-90 rule is they simply are unaware of how much knowledge exists in the vast amount of academic research, expert white papers, and even within a company’s own data. Further, people are unaware of how precisely experts can combine all those sources of knowledge into customized insights and actions for individual businesses.






Sounds obvious, but most companies don’t leverage The 90-90 rule.


Wouldn’t it be great if at time you could access the 90-90 rule? 


What if any time your high value and high paid employees had a question, they could just immediately ask an expert and get 90% of the way there? Or, the next time you are thinking through an issue, you could access someone with the best PhD level science mindedness and Stanford Design School level logic, to help you think through everything?


Rather than waste hours Googling the question for a lackluster, generic answer, you can start with a foundation that will often get you 90% of the way to answer and push the question into a space where your expertise and creativity can thrive. 








Transform Your Company: Get Experts on Demand 




You can transform your approach and your entire company when you activate the 90-90 rule by getting experts on demand. 


I’ve seen million dollar teams waste months to get to insights that the right expert could have told them in five minutes. I’ve seen companies spend millions of dollars on company wide training that doesn’t work because they didn’t talk to real experts. I’ve seen companies metaphorically try build a rocket ship without talking to a rocket scientist. 


Also, I’ve seen companies completely overlook the fact that they have amazing domain experts on adjacent teams. Companies that have amazing behavior scientists and marketers working for them won’t think to even ask them about their multi-million dollar internal communications or new consumer experience. 




The Tragedy of Universities Not Leveraging 90-90


Most universities don’t leverage the 90-90 principle, even with their professors who are world experts and proven consultants for the biggest companies on the planet. They don’t ask them even in an e-mail for any assistance. Instead, often people who have almost no formal training in a the topic are put on a committee to make massive changes for the university.


And, of course, many professors are not experts at applying knowledge. But, some are. Some professors are working for the best companies in the world, making an hourly rate their university could never afford to pay anyone, and yet these on-campus experts are often completely ignored.


At my last university, we had people that were world class designers who designed experiences for Netflix, Marvel, and Disney, and whose ideas informed marketing at the level of the Obama administration. Others were true education experts, such as worldwide experts on digital humanities education, leaders of trainings for Nike, Apple, and P&G,  and some taught classes at the Stanford Design School. Yet, these professors were not asked to help with basic things like marketing, experiential education, climate change communications, and so much more, even when they explicitly offered their services.


I remember sitting in my office watching Netflix make changes in line with my research, reading about how Obama’s regulatory czar had been praising my research, and hearing Adidas creatives tell me how I was changing their design thinking, and my own university wouldn’t even ask me to help them with simple communications and tweets.
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Troy yeah