Edition 17: Building a Community, Ditching the Agency Rulebook | Our ‘On-Demand Expertise’ Model by Rob Noble, Founder, Group Of Humans
Big Agency Promises, Underwhelming Results? There's a Better Solution.
By 2020, we'd worked with Category Kings like Intel and Google, along with startups aiming to revolutionise their industries. But it was a startup not-for-profit project with Gates Ventures, Open Education Resource that opened my eyes to the full potential of our ‘On-Demand Expertise’ model. Tight budgets, global timezones...all challenges overcome thanks to a curated distributed tribe driven by purpose over profit margins. That project sparked something different, and here's what it's grown into...
Six years ago, I began building Group Of Humans, ditching the agency rulebook I inherited in 2000 after 17 years running studios globally. Since then we've seen it all: rocketship projects with Astrolab, unpaid invoices, a global pandemic...all while forging our unique ‘Liquid Super Teams’ of Makers and Mentors in the Cooperation Economy. We've always prioritised "brain count" over headcount. For Design and Innovation Catalysts who see the potential in that approach, here's why it might resonate…
Early successes came from a distributed holacratic structure. Clear comms cadence and curated digital spaces facilitated connection, even off-project. No offices, no employees, yet 60% of our HUMANS have been with us for over four years. It's unconventional, but innovators appreciate that - we live the disruption we help clients navigate.
“When you play a game, any game, for twenty plus years, you want to surround yourself with players who have failed at least as much as you have, taken as many leaps of faith as you have, found as many ways that don’t work as you have, felt ready to quit as many times as you have, so that when you put all that experience together, there is no way you can lose.”
Stefan Boublil, Creative & Event Design Partner at Group Of Humans since 2018
Waste Not: Lesson Learned the Hard Way
That painful unpaid project in 2019 was a turning point. It spurred tighter financials, including prioritising upfront deposits and pushing against those disrespectful 60, 90, or even 120-day payment terms. Such demands hurt any business, especially a distributed one. We simply won't accept projects on those terms. "Waste Not" isn't just a tagline, it's hardwired into protecting our business and the HUMANS in our community.
When the Unexpected Hits…
...you quickly discover what a client values most. We know this firsthand— when a recent client's funding was pulled at the end of last year, causing us financial setbacks, we chose to support them anyway. Collaboration over anger. Why?
Because true partnership doesn't disappear when things get tough. Conversely, those two 'big name' companies whose poor treatment early on showed a complete lack of decency? Permanently cut off. The choice is clear: We champion strong values, not strong brands.
Our Core Values - Non-Negotiable
Purpose-Driven Disruption: We promote bold ideas with the potential to reshape industries and make a positive impact.
Community of Experts: Our strength lies in the curious creative professional community of HUMANS we've built – collaboration and mutual support replace solo work.
Authenticity Matters: Genuine solutions and meaningful conversations are our focus, we choose real human interaction over staged pitches.
Humans in a Tech World: Technology enhances our work but cannot replace human understanding and connection – both guide our path.
From Futurescaping to Execution – Adapting Alongside You
Our focus is 'hands-on' engagement in big client questions. Identifying white space through future-focused signals, or optimising audience engagement are where we excel. This blend of strategic design and tangible execution resonates with leaders seeking partners, not just vendors.
“I was looking for help with the strategy, voice and visual direction of The OER Project brand, a new umbrella brand Gates Ventures was creating in preparation for the expansion, capability and reach of the existing Big History Project. The HUMANS were highly experienced seasoned professionals who made the program a pleasure to work on as well as being able to deliver world-class solutions.”
Gates Ventures, Director of Education
2020 to Now: Pivoting in a Pivotal Time
Covid could've ended us; instead, it made our model's value sharper. Moving my family from the USA back to the UK mid-pandemic wasn't exactly smooth, but the business? Seamless. Now, while rivals play catch-up on remote setups, we're facing off against copycat models – validating what we bring is unique.
Building community—not just a vast talent database— is our differentiator. It's about chemistry, not titles. Solving complex creative problems isn't about quantity; it's matching the right minds and skillsets in dynamic ways (via our TRIBES model).
Embracing Flexible Remuneration
Our drive to help those improving humanity means being open to various pay models ourselves. We prioritise problem-solving and impact, whether working with early-stage ventures (where equity has potential) or established clients needing traditional rate-card/time and materials structures. This careful experimentation has become part of our DNA. It's why one day we advise global giants on innovation strategy, and the next, spearhead groundbreaking programs like 'One Step Further' (helping brands responsibly explore commercial opportunities on the Moon).
“When thinking through how we would approach brands for a completely new opportunity to take brands to the Moon and Beyond with Astrolab’s Flex Rover, we teamed up with Group Of Humans. Engaging the brain trust that is Group Of Human’s has been incredibly valuable in navigating such a challenging and exciting space to develop ideas that are truly out of this world.”
Jeremy Snyder, Astrolab
Chief Growth Officer
Building a Creative Growth Environment
2023 saw the launch of 'Superhuman Partners' (helping creative businesses thrive) and 'Become Human' later this year (cultivating the next-gen of independent talent).
These complete our ecosystem as a...let's call it a Creative Growth Environment – designed to nurture ventures from idea to scale.
If you're a Design Innovator or Innovation Catalyst tired of the same old, let's talk about collaborating here.
And hey, maybe you're an emerging HUMAN ready to break the mold? Do support systems like this excite you? Then apply for our membership and help shape the future here.
#WasteNot Your Time
#WasteNot Your Future
#WasteNot Your Energy
Group Of Humans
We are a globally distributed community of creative leaders and change architects unrivaled in experience and expertise, unmatched in efficiency and results. We can help unlock the real transformative potential of your organization.
Group Of Humans is built on an innovative community platform designed to cater to the evolution of creative and strategic work. We do not work to any traditional business or agency model but are holacratic, distributed and diverse, not just geographically but also creatively and philosophically.
We work cooperatively in bespoke TRIBES, built on demand to meet specific challenges. Adaptable and scalable, we combine our talents, viewpoints and experience to create fresh perspectives and meaningful solutions that meet global challenges and move humanity towards better outcomes.
We exist to reveal, rewrite and revolutionize the way humankind experiences the Earth (and the Moon) with purpose and meaning.
Huge huge fan of the liquid superteams concept
When I was at a holding company agency, I pushed back HARD going beyond net-30 for our partners. I actually handed in my notice. Which made them notice. It's like eating regularly at your favorite restaurant because you don't want them to go away. Financials always first. Great success stories. Thanks for sharing.