Significance is the standard for business success in this century. Unboundary is a transformation design firm that helps companies define, pursue and become what’s possible.
Defining and pursuing purpose deeply integrates culture and brand, finally revealing a company’s true identity. It makes a company more meaningful to its employees, more relevant to its stakeholders and, ultimately, significant to society. Significant companies rise quickly above their competitors because people want to see them succeed — and will actually help do their marketing for them.
Mission represents the relentless pursuit
of profits and shareholder value.
Purpose articulates a company's
conscious decision to pursue the
larger role and relevance its core
business can have to the world.
Meaning develops as a company culture
believes its work has a larger purpose.
Relevance occurs when a company's
pursuit of purpose is meaningful to
Resonance develops when a company's
pursuit of purpose is recognized and
talked about by people beyond its
Significance is when the world
wants to see and actually engages
in helping a company succeed.
We believe if you stretch your mind you'll never see your company the same way again.
We believe that narrative has superhuman power. A company’s narrative integrates strategy and culture in a way that excites the organization with purpose and meaning. It helps everyone see and believe in emerging possibilities, and think and act in ways that make them reality.
Reframed FedEx, revealing its greater role and relevance.
“Our relationship with Unboundary is built on their willingness to go ‘above and beyond.’ That is true not only in the way they work with people throughout the company, but in the way they understand and communicate FedEx. They’ve given us ideas that have literally become assets to the company, and they work with us to build equity in those assets every day.”
Fred SmithChairman, CEO, President and Founder of FedEx
Revitalized The Coca-Cola Company, returning it to growth and greatness.
“Of the many projects on which Unboundary has collaborated with us, there is one of which I’m particularly proud — our Manifesto for Growth.”
Neville IsdellChairman and Chief Executive Officer, The Coca-Cola Company
Created Three Dot Dash®, helping to amplify the voice and actions of teen leaders from across the globe.
“An ‘out of the box’ recommendation, a phone call, a meeting, a meeting of the minds, uncommon generosity, world changing ideas, friends…We are family. That’s Unboundary.”
Nile RodgersMusic Producer and CoFounder, We Are Family Foundation
Rethought IBM back to life.
“The mid-1990s turnaround of IBM involved all the issues of self-examination and redefinition that come with a near-death experience. The work Unboundary helped to shape was much more than ‘branding,’ ‘marketing’ or ‘communications.’ It was rethinking a great company back to life.”
Jon IwataSenior Vice President Marketing and Communications, IBM
Unboundary is a strategic studio that helps organizations transform
Begun in 1987, Unboundary has been shaped by imperatives our clients have faced: rethinking IBM back to life, reimagining Sesame Workshop for the digital age, redefining success for The Coca-Cola Company, reframing FedEx to reveal its greater role and relevance, evolving Northwestern Mutual from a life insurance company to a financial services leader.
We are a diverse team united by our ability to help organizations see, set and enact transformative strategy. Perhaps the most important commonality among us is an overwhelming optimism we bring to our work — an optimism that speaks to leaders and enterprises that believe that the work they do, and the products and services they provide, are significant.
Our clients tell us — and will welcome the chance to tell you — that working with us is different. We integrate strategy and culture through a combination of conceptual thinking, narrative and communications design. This resets an organization’s culture, radically reducing the loss of time and traction between strategy and execution.
The work we do with clients creates long-term assets — strategic platforms in which equity can be built over years. It is work that requires courage and a willingness to look beyond what exists to what’s possible. A good way to understand Unboundary is through our role as organizing sponsor and host of TEDxAtlanta. TEDxAtlanta is one way we help create shared epiphanies in our own community and in the global audience that joins via webcast.
201 17th Street, NW
Atlanta, GA 30363
Tod Martin, President & Chief Executive
office: (404)614-4299 x1000
Govantez Lowndes, Executive Director
office: (404)614-4299 x1002