THE NEW WAY TO
Future-proof
your big idea
A creative leadership training programme
OVERVIEW
Make better calls
by reclaiming your
creative agency
Today, the exponential rate of technological advancements, especially in AI, has dramatically lowered the barrier to entry, yet a third of new businesses still don’t make it past year five due to lack of market demand. Leaders who succeed now don’t win by doing more but by making better judgments, and that requires creative agency
“The bridge between your big idea and its lasting success rests today on Creative Evaluation"
Greg Wit
creative leadership coach
After 20+ years as a creative leader working with startups and global corporations, I’ve found that despite the abundance of free knowledge and tools, somehow many new ventures still fail because they cling too tightly to their big ideas
In looking for an answer, I turned to axiology, the philosophical study of values. Realising the importance of balanced judgement not only improved the quality of my clients’ work but also revealed a blind spot that most frameworks still leave open today, laying the foundation for a new creative evaluation framework
INTRODUCING
Design
Axiology
Training Programme
Master in three steps creative evaluation to prove the value of your big idea before committing resources
| Reset | Refine | Reframe | |||
GET EMPOWERED TO
Decide which
concepts are actually worth building
THE FORMULA
A new integrative evaluation framework
Develop a habit of evaluating decisions through multiple perspectives so your judgment is more robust and earns trust before stakes are high
Psychology
Design
Philosophy
Business
TRAINING OUTCOMES
1
Customer truth
Ensure your idea aligns with what people genuinely value, not assumptions
2
Real-world viability
Continuously test what works before it becomes an expensive mistake
3
Capital protection
Filter out ideas that quietly put your time, money, and focus at risk
4
Market direction
Avoid blind bets on ideas that won’t stand out in a competitive landscape
TRAINING PATHWAYS
Explorer
Short-term Course
✓ an introduction to Creative Evaluation
✓ consists of 4 individual 60 min sessions
✓ one-to-one or one-to-few
✓ also available as a single lecture
Master
Complete Programme
✓ a Creative Evaluation masterclass
✓ consists of 12 individual 60 min sessions
✓ one-to-one or one-to-few
✓ also available as a full-day workshop
FAQ
Still have doubts? Let’s clear them up!
Creative leadership isn’t about being personally creative—it’s a core capability for anyone responsible for solving problems, enabling innovation, and turning ideas into meaningful results, regardless of role or background
AI can assist judgement, but it doesn’t carry context or accountability, so mastering creative evaluation ensures you independently make the final, responsible call on what truly matters
True leadership comes from the ability to evaluate your work objectively, allowing you to make decisions with clarity instead of relying on guesswork or ego, which is crucial for building trust with others
Creativity can be deeply personal, but when ideas need to resonate with others and provide tangible value, creative evaluation ensures your work connects beyond self-expression
Yes—creative evaluation is universal, because no matter your discipline, applying judgment and context ensures your work communicates clearly, serves a purpose, and delivers meaningful impact
REFERENCES
Voices of past participants
Juliа Ogniеvа
Stаrtup Accеlеrаtоr Lеаd @ LDN_LAB
"The programme was the final keystone that helped us understand what makes an idea ‘good,’ and since then, our cohort quality is on another level"
Thоmаs Rоbinsоn
CEO @ Adаptаvatе
“It gave our team a lens to assess every innovation process, helping us stay true to our sustainability values while confidently scaling manufacturing”
Brigittа Agnеs Kiss
Brаnd Managеr @ Bеаumоnt
“Instinct carried a lot of our decisions before. Now we test ideas differently, and you can feel the change in how clearly our spaces came together”
Ed Rаdkiеwicz
CEO @ Mаrcоl Hеаlth
"It exposed gaps in our previous evaluation. We still use it today to stress-test ideas and catch things we would have missed before"
Elеаnоr Pinfiеld
Hеаd оf Art оn the Undеrgrоund @ TfL
“Most issues only showed up once work was live. Now we test much earlier, and collaboration across teams feels far more aligned”
Yаssеr Hаrеb
CEO @ Gеnоmеdiа Studiоs
“We used to kill ideas too late. Now we know much earlier what’s worth backing, and the whole process just runs smoother“
YOUR FAST TRACK
From idea to real-world impact
CONTACT
Ready to build something extraordinary?
Let’s talk and explore how Design Axiology can guide you towards the best work of your life
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