About the incremental pathway

Practitioners.
In the work with you.

Solve business problems alongside senior practitioners. Your people keep the work, the method and the capability to tackle what comes next.

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
“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 and product experience, grounded in daily practice.

Adam Street

Co-founder · Chief Customer Officer

Adam led digital innovation at Atkins and Jacobs and brings experience from GE.

Through Building Trust, he connects customer discovery and GTM experiments to product development and live operation.

Book a call with Adam

Greg Prickril

Co-founder · Chief Product Officer

Greg brings product management experience from IBM, Microsoft and SAP, alongside consulting and coaching.

His products, agents and automation work through Angel AI inform TIP’s method and session design.

Book 30 minutes with Greg

Our own work / Building Trust

From Customer
to Code.

Customer discovery and GTM experiments drive the work.

At Building Trust, customer conversations and experiments in positioning, pricing, outreach and sales shape what to build, change or stop.

Think roughly 80% customer, 20% code. Discovery and delivery continue together.

Agentic AI lets a knowledge worker direct and check work across product management, specification, architecture, front and back-end engineering, DevOps, testing and deployment.

Explore Building Trust

Greg applies the same discipline to agents and automation: test the result and keep human ownership clear.

Our partners

The right experience for the work.

We agree the practitioners and responsibilities around your priorities.

Strategy and business value

Key & Co

Jon Key brings strategy, innovation and transformation experience to choices about competition and investment.

Meet Key & CoJon Key on LinkedIn

Partner with TIP

Bring your experience to the work.

Experienced leaders can help clients build capability through practical work.

Explore partnering with TIP

What we believe

Capability belongs inside your business.

Leadership
sets the conditions.

Leaders participate, protect learning time and allocate released capacity.

The customer
sets the direction.

Work backwards from customer needs before improving the process.

Evidence
sets the next step.

Let outcomes, repeat use and internal ownership guide investment.

Your next step

Book a call with Adam or Greg.

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

Book a call