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 ventures 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, laying the foundation for a new creative evaluation framework
INTRODUCING
Design
Axiology
Training Programme
Reset, refine, and reframe how you prove the value of your big idea through creative evaluation
| 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
Business
Philosophy
Design
TRAINING OUTCOMES
1
Customer empathy
Ground your ideas in what people genuinely value, before you're too invested to change course
2
Market advantage
Prioritise ideas that don't just fill a gap but own a position that your audience will remember and keep coming back to
3
Capital intelligence
Make disciplined trade-offs with time, money, and focus so your best ideas get the resources they deserve
4
Real-world viability
Continuously test and adjust your ideas against reality before overconfidence turns them into expensive mistakes
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
"We now have a shared language for what makes an idea worth backing. Our cohort quality has shifted noticeably since, and founders come in sharper and we filter better from day one"
Thоmаs Rоbinsоn
CEO @ Adаptаvatе
“Our decisions are more coherent now. Sustainability and commercial pressure used to pull in different directions. Design Axiology gave us a framework to hold both without compromising either”
Brigittа Agnеs Kiss
Brаnd Managеr @ Bеаumоnt
“There's a clarity to how our spaces come together now that wasn't there before. The evaluation process changed how the whole team engages with an idea, earlier and more intentionally”
Ed Rаdkiеwicz
CEO @ Mаrcоl Hеаlth
"We run every significant idea through this framework now. It's become our standard for stress-testing decisions before committing, catching things early that would have cost us later"
Elеаnоr Pinfiеld
Hеаd оf Art оn the Undеrgrоund @ TfL
“Cross-team alignment used to be something we hoped for. Now we build it into the evaluation process from the start, and it shows in how confidently work goes live”
Yаssеr Hаrеb
CEO @ Gеnоmеdiа Studiоs
“We back fewer ideas now, but with far more conviction. Knowing earlier what's worth pursuing has made the whole creative process faster and less wasteful“
YOUR FAST TRACK
From idea to real-world impact
CONTACT
Ready to build something extraordinary?
Let's find out if Design Axiology is the right fit for where you're headed
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