About Us

Who do you go to when you need a unique perspective?

Evidence Based. Artistically Inclined. Ethically Minded.

CNTRD is atypical consulting. We are lean by-design, network based, and rigor obsessed.

Executives bring us their stickiest problems and most aspirational visions across strategy, marketing, sales, brand, and operations. They expect speedy diagnosis, rapid ideation, and practical solutions.

So, we live by the scientific methodology, find comfort in adaptation, and privilege wild imagination. Through our tested consortium model, executives leave CNTRD engagements with solutions, relationships, and models to achieve an edge.

Strategy Design

Product Design

Behavior Design

Brand Design

Impact Design

What We Do

Strategy Design

Increase strategic options for growing, generating value, or reducing costs.

Product Design

Develop or change products, services, and experiences to increase market adoption and retention.

Behavior Design

Increase the value of human capital behavior across decision making, process, and culture.

Brand Design

Visual, strategic, and operational alignment for sustained competitive advantage.

Impact Design

Improved strategic advantage through designing and scaling connections between people, planet, and economics.

Methodological Framework

CNTRD designs custom methodological frameworks based on business conditions. Our framework blends design principles (human-centred design, design thinking, and FBS) with business science (strategic foresight, strategy science, and innovation science). 

We use this novel and inclusive approach to diagnose and solve nuanced business problems where many options exist and there’s “no one right answer.”

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"That totally makes sense—what if we tested it?”
Kevin Farr

Kevin Farr

Founder & Executive Director
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During his agency and start-up days, Kevin was known for constantly offering executives new ways to do things. This led to building and managing teams whose creative work won awards such as Cannes, Davey, Facebook, Shorty Awards, Tell, and ITF. He was also attracted to less-glorious work with start-ups, tight budgets, botched launches, roadblocks, and operational inefficiencies. After 15+ years of in-market experience, he decided to get an executive MBA and launch a firm dedicated to the art and science of business design.

Over his career, Kevin designed strategy for clients like Apple, Beats by Dre, Microsoft, Logitech, FDA, American Red Cross, ChildFund International, FOX Networks, HBO, Showtime, Comedy Central, Cox Communications, Abbott Nutrition, Schreiber Foods, and Procter & Gamble.

Most recently he has worked with Microsoft, Procter & Gamble, United Soy Board, TECSYS, Gateway Blend, Inc., LPK, ACT, Woodard, and a handful of select small/midsize professional service firms.

Before going any deeper into the rabbit hole, what problem are we trying to solve?
Michael Hsuing

Michael Hsuing

Founder & Head of Strategy Services
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While working in Washington D.C., Michael was frustrated at the inefficient bureaucracy, culture, and politics in every organization he saw. So, he decided to study supply chain management at BYU to “actually fix stuff.” Wanting to make a greater impact, he pursued a PhD in strategy but ended up dropping out. He wanted something dynamic and applied so he built and now leads CNTRD.

He now uses his academic training to design econometric analysis, create new models, use frameworks, and understand the difference between a strategy and a goal. He has a knack for narrowing choices, committing to a strategy, tracking performance and validating impact. 

"I know there is an invisible net between all of us—we just need to discover it.”
Alex Alden

Alex Alden

Head of Design Research
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Alex has launched products, traveled the globe, and executed design processes in some of the most challenging environments in the world. She is a true explorerknown for her exceptional research skills, divergent thinking, and constant ideation. She brings her wild imagination to CNTRD and its clients.

Coupled with her persistent desire to “know” what users are thinking, Alex brings 7+ years of experience in practical strategic design. Alex has led and managed social innovation, design research, prototyping, service design, and implementation. She has worked across UN agencies, NGOs, design agencies, and other businesses to help them deeply empathize with stakeholders and users alike. She possesses a Master’s in Development Practice with a focus on Innovation from UC Berkeley and is currently an Acumen Fellow. Her notable work spans inclusion, design, social impact, and blockchain innovation.

Since its creation, CNTRD has rapidly solved client problems using the science of innovation and principles of lean operations. Our nimble, vetted, project-based network proves to be more speedy, cost-effective, and practical in customizing solutions. 

Cedric Mpoy

Cedric Mpoy

Biotech Consultant
“In a world where information is copious and accessible, the real advantage is knowing where to focus.”
Floriane Rousse-Marquet

Floriane Rousse-Marquet

Service Design
“Step out of the comfort zone and challenge the status quo.”
Adnan Sabic

Adnan Sabic

1879
“I help brave brands ignite culture & inspire audiences.”
Jamal Salim

Jamal Salim

Czar of HR, People & Culture Executive
“HR is the balance between benevolence and pragmatism.”
Steve Knight

Steve Knight

COCAbiz
“Remember, humans are involved.”
Ari Rosenthal

Ari Rosenthal

Impact Analyst
“The greatest roadblock to success is a lack of clarity.”