Rethinking Group

What Rethinking Group does

Rethinking Group is a privately held creative strategy consulting firm founded in 2000 and headquartered in Eindhoven, Netherlands, with a team of approximately 5 people led by co-founders Rowan Gibson (author of 'Rethinking the Future') and Peter Barratt-Jones. The firm helps business owners and CEOs worldwide clarify core strategy, develop brand positioning and creative communications, and prepare businesses for growth, transformation, or sale. Service lines include breakthrough concept development, consumer experience design, core strategy delivery, brand architecture, repositioning, and implementation support, all delivered through collaborative consulting engagements rather than software products.

The firm has no software platform, SaaS offering, or proprietary technology stack; its deliverable is human-led strategic and creative consulting work. Underlying methodology is grounded in creative strategy and business innovation, drawing on co-founder Rowan Gibson's thought leadership and frameworks such as Blue Ocean strategy. The firm does not disclose pricing, with engagements structured as quote-based, scope-driven professional services.

Rethinking Group generates revenue through professional services fees from strategic consulting engagements, targeting enterprise and mid-market business owners and CEOs as its primary segment, with a secondary segment of large corporations (e.g., Steelcase, Amiblu, Dockwise). Client engagement is consultative and referral-led across the Netherlands, Germany, South Africa, Belgium, England, Austria, and Norway, supported by content marketing through the firm's website, a Vimeo video channel, newsletter distribution, and participation in events such as Dutch Technology Week and TEDxBrainport. The firm holds no disclosed funding rounds, operates without institutional investors or a parent company, and is privately held by its founding partners and management.

Name

Rethinking Group

Legal name

Rethinking Group

Website

https://rethinkinggroup.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

1–10 employees

Short description

Rethinking Group is a privately held, 5-person creative strategy consulting firm based in Eindhoven, Netherlands, founded in 2000 by Rowan Gibson and Peter Barratt-Jones. It helps business owners and CEOs worldwide with brand positioning, core strategy, and creative communications through project-based consulting engagements.

Ownership category

akta.pro rank

Headquarters

HQ city

Eindhoven

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Strategic Consulting Services: Professional services revenue generated through strategic consulting engagements with business owners and CEOs. Services include breakthrough concept development, consumer experience design, and core strategy delivery.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Rethinking Group is a boutique consulting firm that delivers creative strategy, brand positioning, and business transformation advisory services to business owners and CEOs worldwide. Engagements focus on breakthrough concept development, core strategy delivery, brand repositioning, and creative communications, with outcomes such as market leadership, accelerated growth, and successful business exits.

Product overview

Rethinking Group is a creative strategy consulting firm that provides strategic business and marketing advisory services. The company does not offer a software product, platform, or SaaS offering. Instead, it delivers professional consulting engagements focused on business strategy, brand positioning, creative marketing communications, and organizational transformation. Services include core strategy development, brand architecture, market positioning, and implementation support delivered through collaborative client engagements.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Strategy Consulting
• Brand Positioning and Repositioning
• Business Transformation Advisory

Quantifiable outcome

• Werndl sold for €175 million to Steelcase after strategic transformation
• +4 more outcomes

Named customers17 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• retailLABcoreStrategic or Co-development PartnerCollaborative partnership with retailLAB for retail innovation projects. Worked together on Zoomers City Store concept development in Den Bosch, combining strategic expertise with retail innovation methodology. The partnership delivered award-winning retail experiences.
• Stefan Brodbeck (Industrial Designer)coreStrategic or Co-development PartnerPartnership with acclaimed German industrial designer Stefan Brodbeck for product design. Collaborated on innovative office furniture projects including Angel Shack and Werndl product development, bringing world-class design expertise to client projects.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Market position

Weaknesses4 records

Competitive moat3 records

Customer concentration

• LinkedInlinkedin.com/company/rethinking-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rethinking Group