We help innovation leaders understand and design innovation systems that turn customer, competitor & cultural insights into profitable new products, services, and experiences that can actually beat the System - fewer, bigger, better.

But to beat the System, you first have to conceive of it as a System. And then you have to understand that System, both internally and externally. And only then can you navigate the System.

Which is why we’re called BeMoreMeadow. Because when innovation is considered as an interconnected System, like a Meadow, rather than as a Process, like a production line, the hidden truths, the genuinely limiting factors and the enabling Leverage Points can all be revealed.

Human motivation x AI processing power x Systems thinking.

Photo by Sonia Cervantes

Innovation is entering its 3rd Age

Many organizations are running innovation the same way they did before AI. Workshops that produce Post-It Notes and decks. Insights that though valuable sit unused. StageGate processes designed to minimise and manage risk rather than enable growth. Ideas evaluated by personal opinion, not evidence.

The result can be innovation pipelines that stall, budgets that evaporate, and teams that stop believing change and growth through innovation are possible.

But organisations still need, want and demand Growth. The ambitions have not changed.

We take a different approach.

We audit your existing innovation system. Identify the feedback loops, bottlenecks, and hidden constraints. Then we build a roadmap that integrates what humans do best (understanding emotion, context, and meaning) with what AI does best (processing complexity, finding patterns, synthesizing at scale).

Every engagement is designed to compound. The insights, frameworks, and methods we develop become reusable assets for your team, not one-time deliverables.

Photo by KLT Dinusha

Services - How we work with clients

InnoAudit

Diagnose how your current innovation system is performing and where the highest-leverage improvements lie and where small changes deliver the biggest shifts.

Outputs:

System map of innovation flows
Prioritized improvement roadmap
Quick-win recommendations

Innovation Strategy

Build a bottom-up strategic roadmap that identifies where and how to innovate, grounded in the market and organizational capability.

Outputs:

Opportunity platform
Prioritized pipeline
Resource allocation model

Insights to Ideas

Gather and synthesize multiple insight sources (customer, category, capability) to generate and validate new innovation territories.

Outputs:

Insight synthesis
Idea generation sprint
Validation criteria

Proposition Development

Transform validated ideas into compelling propositions with clear features, benefits, and business cases. Propositions that customers can buy and the business can deliver.

Outputs:

Proposition architecture
Value chain mapping
Go-to-market brief

Photo by Helena Jankovičová Kováčová

Why we're different

Systems thinking, finally unlocked.

For decades, systems thinking has promised better innovation outcomes - in theory. But human cognitive limits have made it impractical at scale. Our brains just can’t cope. 6 things at once is the limit.

AI changes that. With the right context engineering and agentic architecture, we can now map complexity, model feedback loops, and identify leverage points that were previously there, but invisible.

Human-feels x AI-reals.

We combine what humans uniquely understand (emotional drivers, social context, lived experience) with what AI uniquely enables (pattern recognition across vast datasets, scenario modeling, synthesis at speed).

The result: innovation strategies grounded in how people actually behave, not how we wish they would.

Work that compounds.

Every project is structured to generate reusable assets. Frameworks become templates. Insights become principles. Methods become playbooks.

Your innovation capability grows with each engagement.

Photo by Engin Akyurt

Team

BeMoreMeadow is led by Ned Colville

Ned has spent 25 years leading innovation and brand strategy engagements for clients including AB InBev, Barclays, Bayer, Bentley, Camelot, The Coca-Cola Company, Diageo, IKEA, JLR, Johnson & Johnson, Kempinski, LEGO, Liberty Global, LSE, Prudential, Real Madrid, SABMiller, Santander, Silversea, T-Mobile, Tesco, and Unilever.

BeMoreMeadow brings together his expertise in systems thinking, innovation strategy, and AI-enabled consulting to help organizations innovate with clarity and confidence.

He is currently writing The Meadow, The Mycelium, and The Magician, a business parable about human-centered innovation in the age of AI.

Follow the journey on LinkedIn → linkedin.com/in/nedcolville

Photo by Celine J.

Start with InnoAudit

Book a 30-minute diagnostic call. We will discuss how we might work together to map your current innovation system, identify the highest-leverage improvement, and outline a path forward.

No obligation. No pitch deck.

Dear Neko