The most valuable Signal in business is still run on instinct.
Every leader sends a Signal - whether they mean to or not. It is how strategy earns belief — and belief is what moves capital, talent, boards and markets. That makes a leadership Signal a strategic asset. But it is a strategic asset that is often managed by instinct and what has worked in the past.
In a noisy world, instinct is no longer enough.
The fourth intelligence.
Every serious decision about where to deploy capital, resources and management attention is informed by intelligence: Business Intelligence. Market Intelligence. Competitive Intelligence.
UNSPUN is building Leadership Intelligence: the discipline of decoding the Signals leaders send, the belief those Signals create, and the actions they drive. It enables leaders to see what is cutting through, what is being ignored, where belief is breaking down, and where distinctive leadership can create an advantage.
Business Intelligence
Decodes the performance of the business.
Competitive Intelligence
Decodes the moves of competitors.
Market Intelligence
Decodes the shape of the market.
Leadership Intelligence
Decodes the Signals the leader sends and the outcomes they produce.
Effective CEOs… approach communications with the same rigor as financial performance.
Leaders who treat the soft stuff as the hard stuff more than double the odds of a strategy being successful, and the impact of its execution is nearly double that.
MCKINSEY & CO.
Shortcuts to Value.
When Signals are distinctive, credible and relevant, understanding accelerates, belief deepens and action compounds. Leaders create shortcuts to value through attention and connection, making the Signal they send a business's strategic asset.
Between message and meaning there is Signal.
UNSPUN was founded by David Prager and Ryan Perry, two former C-suite executives who have spent their careers operating at the intersection of strategy, transformation, communications and stakeholder influence.
They have advised CEOs through transformation, crisis, growth and change; engaged with governments, investors, regulators and media at the highest levels; and helped organisations navigate moments where stakeholder belief directly influenced business outcomes.
The UNSPUN approach is the codification of that experience — combining strategy, positioning, communications and transformation into a practical discipline for creating leadership Signals that drive business outcomes.
Read more about the foundersExplore an engagement.
We work with a small number of CEOs each year on confidential assignments — typically during transformations, inflection points, or high-stakes moments when leadership Signals matter most.
These are the moments when the right Signal can create belief, accelerate action, and unlock value.
If this is one of those moments, we would be pleased to hear from you.
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