Our approach
Move the intelligenceupstream.
How we diagnose, redesign and embed a new way of working with senior consultants who've done your job, not just studied it.
Take the diagnosticWhy sequence,not speed
Every regulated brand already knows most of what it needs to know: its claims, its legal precedents, its brand standards, the evidence behind every promise it makes. That knowledge is real. It's just scattered across people, systems, agencies and markets, and it usually arrives after the brief has already been written, the creative already built, the launch date already set.
Moving faster through that sequence still leaves the sequence in place.
Our approach starts somewhere else: with who decides what, and when. Because that's the thing that's actually broken.
The ThresholdModel
We've built a simple but genuinely insightful diagnostic tool that examines how work gets done in your organisation, because making knowledge available earlier only creates real change if the operating model changes with it.
We call it the Threshold Model, after the same principle the name LIMINI comes from: every decision that currently gets made after the work exists, moved to the threshold, before it's built. This isn't a rollout plan for software. It's a redesign of how three functions that don't report to each other make a joint decision, fast, without waiting on each other's inbox.
Four stages. Each answers a strategic question about how your teams work, and a tactical one about what we do to change it.
Diagnose
What we actually do
We trace real claims through their actual path, not how teams describe it, and score the operating model on five dimensions: timing, ownership, visibility, rework and traceability.
Where does decision-making authority for a claim actually sit today, and does it match who holds the evidence?
What still needs a person
The redesigned workflow still routes some decisions to a person, deliberately. What reaches them is genuinely new: a claim with no precedent in your Vault, a combination of cleared elements that creates a meaning neither carries alone, a market or format your evidence hasn't been tested against, or a call that sits on the edge of a rule that's normally clear-cut.
Once the campaign is ready for final approval, your legal team is sent all the evidence, neatly packaged ready to be launched.
Our team
The platform handles volume and consistency. Redesigning who decides what, across teams that don't report to each other, still needs people who've done it before.
Our transformation consultants include former general counsel, scientific and regulatory leads, and marketing transformation directors who've held your team's roles inside global regulated brands. A delivery lead runs each engagement, mapping where your operating model actually stalls between Marketing, Legal and R&D, and stays until the new one holds without them.
A CMO who has the evidence, the brand standards and the brief right early can say yes to the braver idea.
