We’re the Ten Peasants Working, figuratively. 
 

A long time ago, a sci-fi author claimed that when it came to sci-fi work, 90% of everything is crap. The idea has since been generalised to everything. 90% of businesses fail. 90% of ideas are bad. 
 

The elusive 10% is what we labour towards each and every time. While others are busy ploughing the same old fields, we’re cultivating ideas like modern-day Renaissance peasants on insightful fields with our creative pitchforks and data-driven hats.