Outthink. Outperform. Outcompete.

Reason inc. solves complex business problems with unconventional insights and ingenious solutions.
our clients
Rakuten
Charter Communications
A&E Networks
Lehman Bros
Avis
Pfizer
MSNBC
TIAA
Time Warner
New York Magazine
Mattel
AMC
Goldman Sachs PFS
Liberty Mutual
Mayo Clinic
Capital Group
Toyota
Merrill Lynch
MasterCard
The White House
Amazon Web Services
About Us

Strategy for the cognitive economy

We are a boutique advisory firm of exceptional minds, each with decades of expertise in their domain. We solve complex problems with unconventional insights and solutions that competitors miss—turning cognitive advantage into competitive advantage, expressed as a crystal-clear reason to choose.

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Partners

Marc E. Babej
Marc E. Babej
Founding Partner
Competitive & Marketing Strategy
Bio
Tim Doolittle
Tim Doolittle
Partner
Analytics and Quantitative Strategy
Bio
Sanjib Kalita
Sanjib Kalita
Partner
Technology & Financial Services
Bio
Rachel Moog
Rachel Moog
Partner
Content & Design Strategy
Bio

Meet some of our specialists

Our specialists contribute deep industry, functional and subject matter expertise.
Rachel Lindheim, PhD
Rachel Lindheim, PhD
Organizational Culture & Psychology
Bio
Alicia Dietsch
Alicia Dietsch
Commercialization & AI-Enabled Sales Strategy
Bio
Blake Park
Blake Park
Marketing and CX Strategy
Bio
Victoria Tagni
Victoria Tagni
Competitive Intelligence
Bio
Alfredo Marchese
Alfredo Marchese
Financial Services & Corporate Strategy
Bio
Norm Archer
Norm Archer
Execution & Enterprise Transformation
Bio
Torrie Dorrell
Torrie Dorrell
Customer Experience & Community Innovation
Bio
Chris Vlasto
Chris Vlasto
Content Development & Crisis Advisory
Bio
Reason Doctrine

A proprietary logic that drives choice

Our proprietary framework, honed over three decades and across industries, delivers on the promise of strategy where conventional models fall short. It starts with a clearer definition of strategy: a unique and crystal-clear reason to choose our clients over the competition. A reason to choose links offering, operations, and narrative into a single, coherent logic of advantage.

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AI-Computable Strategy

Execution with unprecedented rigor—at scale

Strategies built on Reason Doctrine are precise enough to be expressed as code. That precision enables AI solutions that execute at scale, with contextual awareness of category, organization, offering, use cases, and audience motivation. We develop highly customized tools that carry this logic into daily operations—for example, analytical protocols that model competitive moves in real time, and writing agents that enforce brand and positioning at the level of expert human authorship.

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Fit & Process

Turning change into competitive advantage

Leaders often call on us when markets or technology shift, when growth has stalled or when they are preparing for major moves: entering new categories, expanding into new geographies, launching new offerings, or integrating acquisitions.

How We Work

Define what only you can win at: the reason to choose.
Build alignment around the commitment to that reason to choose.
Encode it into decision-making and work processes.

Practice Areas

Six ways we build and operationalize a reason to choose—across growth, execution, positioning, demand, culture, and transformation.

Competitive & Growth Strategy

Define the arena. Choose the tradeoffs. Build the basis for differentiation.
Define the arena. Choose the tradeoffs. Build the basis for differentiation.
We help leadership teams decide where and how the business can win—by defining the arena, clarifying the advantage you alone can build there, and forcing the tradeoffs that protect it. The result is a growth path with explicit choices: what you will prioritize, what you will stop, and how resources should shift.

Positioning & Differentiation

Motivate preference—the reason to choose you over anyone else.
Motivate preference—the reason to choose you over anyone else.
Conventional corporate strategy underweights positioning as a driver of preference—and therefore growth. Conventional marketing strategy reduces positioning to messaging. We define positioning as a governing logic that aligns offering, operations, and communications into a differentiating reason to choose—one that motivates preference and sustains growth.

AI-Integrated Execution

Make your strategy computable.
Make your strategy computable.
Strategies built on Reason Doctrine are precise enough to be embedded into AI. We integrate this logic into custom-developed AI protocols and reasoning agents that accelerate analysis, maintain strategic fidelity, and support decisions at speed and scale—extending human judgment through machine capability.

Marketing & Demand Strategy

Integrate marketing and operations to drive profitable behavior.
Integrate marketing and operations to drive profitable behavior.
We work with clients to translate the reason to choose into go-to-market behavior—aligning marketing, content, and operations around high-value customer actions. Investment is directed toward the true drivers of preference, and execution stays anchored to strategic intent rather than campaign noise. The result is a demand system encompassing priority audiences, behavior goals, messaging rules, channel roles, and measurement.

Organizational Alignment & Culture

Build a culture that acts in line with your strategy.
Build a culture that acts in line with your strategy.
Corporate culture is foundational to execution. We define leadership principles, decision habits, and communication norms that translate strategic intent into consistent action—so that how the company behaves every day strengthens the position it competes from.

Diagnostics & Transformation

Identify where execution falters—and rebuild advantage from the inside out.
Identify where execution falters—and rebuild advantage from the inside out.
Using diagnostic frameworks and AI-supported analysis, we translate the reason to choose into a coherent, actionable system for decisions and execution.