Creativity and innovation drive advantage now and in the future. 

Sadly for many, delivering for 21st-century people, ideas and culture’ means solving the problems of 20th-century innovation; brain science not brainstorms, audience empathy not research, cultural coherence not cultural mandates.

I’ve distilled my 20+ years of global innovation into 2 core programs to solve these issues.

One is a program for People.

The other a method for Fans.

Ideas can change the world - let’s get innovating ideas that do.

P88 always having ideas


Unleash creativity.
Innovate better, faster.

Everyone is creative,
anyone can innovate,
you just need to learn how.

A Program for People

Packaging 20+ years of people experience

O84 A8956

I’ve codified 20+ years of proven innovation into a unique behavioural experience to unleash the power of individual creativity and team collaboration.

I’ve called it the BIF People Program — because it’s people who identify problems & opportunities, who gain insight, who spark genius ideas and who test & develop them to market.

Critical thinking and problem-solving top the list of skills employers believe will grow in prominence in the next five years

WEF 2021

10 Behaviours

This program narrates 10 proven behaviours of thinking, doing and being creative — start with solo talent, collaborate to apply it, then deepen confidence in it and capacity for it:


1. Curiosity

1. Curiosity

It feeds our creativity.

2. Empathy

2. Empathy

It’s understanding our audiences.


3. Collaborating

3. Collaborating

It’s our creativity, with others.

4. Facilitating

4. Facilitating

The magic of fresh ‘data’ and ‘time’.

5. Designing

5. Designing

Creative meetups designed for flow.

6. Leading

6. Leading

Stretching our leadership styles.


7. Tuning-in

7. Tuning-in

Nurturing our creativity within.

8. Resilience

8. Resilience

Staying true and strong come what may.

9. +1

9. +1

Nurturing an 'outside' thing... it might become THE thing.

10. Letting Go

10. Letting Go

The best ideas are yet to come.

The Program Elements

A modern mix of learning and doing

MH screen

Matt’s the best at making creativity a practical, everyday thing

Annie Parker – Global Lead Equity, Inclusion & Social Impact, Microsoft

The Manual:
Part Handbook, Part Journal

Elearning Platform:
Videos, Podcasts & Digital Toolbox

BIF App:
The Best Ideas are Spontaneous

Zooms and/​or In-Person

Taking the Program

Self Study or Client L&D

Snakes and ladders 4

Creativity is an individual competence — once attained it can be then shared.

Simon Blyth – Professor of Innovation, Bristol University

Self Study

The combination of the printed manual, online elearning and collaboration platform makes it possible for anyone to fully engage with BIF People Self Study and get magical results from it. 

The learn-and-do nature makes this a true exchange of value — an exponential ROI (the program fee) as both increased personal creativity and the new-value outputs worked on during the applied project work. 

Take a listen to the intro podcast to know more …

Matt introduces BIF People Program

Matt’s an inspiration

Andy Parfitt – Ex-Controller BBC Radio 1

Client Learning and Development

I’ve delivered BIF People Program for industry leaders around the world. 

I’ve not shouted about the program’s impact — but the combination of personal learning and applied innovation with my support makes this a unique, transformative experience for people and enterprises lucky enough to experience it. 

BIF People can be tailored to fit desired objectives — be it New Product Development, People Training and/​or Cultural Transformation. 



Understand fan behaviour.
Grow the biggest audience.

Fans, not customers.

Fandom hands

I’ve pioneered Fandom for modern brand and fan innovation.

For the past 20+ years, I’ve partnered with client to add hundreds of millions of new fans for the likes of BBC, Cisco, Spotify, Unicef and Warner Music amongst others.

I’ve developed a unique fandom method that employs my proprietary Cone™ lens that redefines the role ideas play in people’s lives — to grow fans rather than have customers.

My Cone™ team is a band of outer-minded thinkers in pursuit of an empathetic approach to audience innovation. By combining human emotion with data science we get to the heartbeat of what makes people fans of the world’s leading brands.

Matt’s one of the smartest people I know

Ged Doherty – Chairman BPI UK, Co-Founder Rain Dog Films, Ex Chairman & CEO Sony Music UK

Fandom Cone™ Projects

I’ve crafted Fandom methods to solve brand and fan problems across 3 phases:


Cone™ to map, understand and profile target audiences. Direct-with-fans cocreation to qualify understanding and craft new growth strategies.


Apply Cone™ insight to innovate breakthrough brand & fan ideas to grow the biggest possible audience. Integrate Cone™ data with reference architecture. 


Commercialise new ROI — ideas, brands, fans, rights, venues, partnerships, sponsors et al. Innovate to improve the total audience experience, and identify and model future fan horizons.

To explore Fandom Cone™ for your brands and fans, contact me below and lets chat.

A-Z of Fandom

A handbook to harness the power of fans.

Fans love

To introduce Fandom, I’ve put together a short book with a powerful punch. 

My fandom handbook distils 20+ years of pioneering fan and brand innovation with industry leaders. It will challenge conventional thinking, stimulate the creative spirit, and inspire new transformative ideas and strategies.

But first, you must speak the language of FANDOM. And this is the A-Z.

Recent Client Project


Repurposing dairy to create fans of a healthier world.


What's Next


Capturing the colours of adventurous creativity.



Creating ideas to better make, move and use energy.


Outdoor Classroom Day

Using nature to inspire solutions to real-life problems.