What we do


Starting with existing means: when we are set out to help a new initiative shape, we start with our client’s means: who they are, what they know, and whom they know. Then, we imagine possibilities that originate from their means.

Affordable Loss

Focusing on the downside risk: we limit risk by understanding what our client can afford to lose at each step, instead of seeking large all-or-nothing opportunities. We choose goals where there is upside even if the downside ends up happening.


leveraging contingencies: we invite and welcome the surprise factor. Instead of making “what-if” scenarios to deal with worst-case scenarios, we interpret “bad” news and surprises as potential clues to create new markets.

Patchwork Quilt

Forming partnerships: we encourage partnerships with self-selecting stakeholders. By obtaining pre-commitments from these key partners early on in the venture, we reduce uncertainty and co-create the new market with its participants.

Iran’s economic trends are not transparent, well defined and absolutely fast changing. After years of implementing innovative solutions, co-creating startups, organizing events and optimizing processes, we believe that the best approach to address challenges in Iran is with the help of Effectual Reasoning. Effectual Reasoning provides a way to control a future that is inherently unpredictable. On the other hand, to implement our solutions, we leverage the “Change Formula” and start with finding the root of pain in our

client’s organization. Then we work closely with the client to find out a crystal clear image of what future should look like. Only then, we can inspire and accompany our client to take the first steps. We have learned the hard way that the most interesting ventures are built in a space in which the future is not only unknown but unknowable. Still, yet, Iranian entrepreneurs do shape this unpredictable future. We use techniques which minimize the use of prediction and allows our client to shape the future.

Challenging the Status Quo

The way most of the Iranian companies work is broken. They are slow, inefficient and unprofessional.

Most people (and companies) in Iran believe there are business shortcuts to make tremendous amounts of money without creating an actual “value” and working hard. 

Like sheeps following their first in the row, in high stress working environments (like Iranian organizations), the majority of individuals and companies do not actively think and strategize to choose their own path, instead, they do what others do.



Young: 67% of the population is under 35 years old. | Educated: 4th number of engineers in the world | Balanced: 5 million university students almost equally divided between both genders in 2017.


Because of the sanctions Iran’s Foreign Direct Investment is relatively low giving the country’s GDP. In specific, 1/5 of the nearest economy in the region. This makes Iran a promising investment market.

Development Plan

2025 Vision: Iranian authorities adopted a comprehensive strategy to reach to Iran’s vision. | Resistance Economy: Iran’s development plan focuses on science, technology and culture.


Iran had the highest growth in Global Entrepreneurship Index (12%) in 2014. The entrepreneurial ecosystem is developing in terms of knowledge and capital.