A bit about us
We’re a team of product developers, researchers & creatives - committed to making innovation easier.
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more
A bit about us
We’re a team of product developers, researchers & creatives - committed to making innovation easier.
Meet our Team
Hello, we’re the Breins Trust.
Craig Pethybridge picture profile
Craig Pethybridge
Chief Executive Officer
Bio
Euan Kirkland picture profile
Euan Kirkland
Chief Operations Officer
Bio
Jude Rutherford picture profile
Jude Rutherford
Chief Insights Officer
Bio
Jean-Philippe Ehret picture profile
Jean-Philippe Ehret
Chief Technology Officer
Bio
We’re here to create mindful solutions, delivered with magic and grounded in empathy.
We’re on a mission create a powerful synergy between left and right brain hemispheres. Because one without the other often leads to mediocrity - with over analysis, or chaos - unstructured and uninformed creativity.

So, our internal sense check for everything we design is: Is it mindful? Where’s the magic? It’s working for us. Maybe it could work for you too?
Breinchild Mindful Magical Crossover illustration
Breinchild Mindful Magical Crossover illustration
How we work
We’re here to create mindful solutions, delivered with magic and grounded in empathy.
We’re on a mission create a powerful synergy between left and right brain hemispheres. Because one without the other often leads to mediocrity - with over analysis, or chaos - unstructured and uninformed creativity.

So, our internal sense check for everything we design is: Is it mindful? Where’s the magic? It’s working for us. Maybe it could work for you too?
At Breinchild, we believe
The secret sauce to successful innovation is Empathy.
To realise our full potential as innovators, we need to be able to put ourselves in other people's shoes and understand their needs, wants, and desires. Only then can we create something that truly solves a problem, or meets a need.
“Any fool can know. The point is, to understand”
- Albert Einstein
Bain Management Consultants coined the term Empathy Deficit. Across a survey of 400 organisations, 80% of the business believed they delivered a superior customer experience, while only 8% of customers agreed.
“Empathy - the #1
driver of “successful new
product innovation”
An M&C Saatchi study found that 18% of consumers had stopped using a brand in the previous year because the product experience didn’t live up to the marketing hype. This can be detrimental for companies who rely heavily upon customer satisfaction to survive in a competitive landscape.
“Businesses lose over
$300m in revenue
every year, due to an
Empathy Deficit”
At Breinchild, we believe
The secret sauce to successful innovation is Empathy.
To realise our full potential as innovators, we need to be able to put ourselves in other people's shoes and understand their needs, wants, and desires. Only then can we create something that truly solves a problem, or meets a need.
“Any fool can know. The point is, to understand”
- Albert Einstein
“Empathy - the #1
driver of “successful new
product innovation”
Read more +
“Businesses lose over
$300m in revenue
every year, due to an
Empathy Deficit”
Read more +

Bain Management Consultants coined the term Empathy Deficit. Across a survey of 400 organisations, 80% of the business believed they delivered a superior customer experience, while only 8% of customers agreed.

Introducing Emplify
Helping build thriving innovation cultures with the power of insights, behavioural science and AI.
Emplify is a organisation-wide Discovery and Development system, assisted and automated by AI, that helps level-up your organisation’s Innovation Capability.
Register for early access
Emplify Screenshots on a Desktop
Innovation Culture Model showing the 5 Characteristics
Our Innovation Culture Model places Empathy at the cornerstone of your innovation culture.
Emplify is built on our Innovation Culture Model which brings together five Innovation Characteristics for sustainable and successful innovation performance.
The Model’s algorithm calculates an Innovation Culture Score (ICS) for each member organisation. This provides a baseline for continuous improvement - think NPS for innovation culture.
Adopt a System of Continuous Improvement
Emplify's always-on system, builds incremental change through the formation of positive and sustainable Habits and Structures. This is proven to be the most sure-fire way to deliver continuous improvement.
continuous improvement lifecycle
Introducing Emplify
Helping build thriving innovation cultures with the power of insights, behavioural science and AI.
Emplify is a organisation-wide Discovery and Development system, assisted and automated by AI, that helps level-up your organisation’s Innovation Capability.
Register for early access
Emplify
Innovation Culture Model showing the 5 Characteristics
Our Innovation Culture Model places Empathy at the heart of your innovation culture.
Emplify is built on our Innovation Culture Model which brings together the seven Innovation Capabilities for sustainable and successful innovation performance.
The Model’s algorithm calculates an Innovation Culture Score (ICS) for each member organisation. This provides a baseline for continuous improvement - think NPS for innovation culture.
Adopt a System of Continuous Improvement
Our always-on system, builds incremental change through the formation of positive and sustainable Habits and Structures. This is proven to be the most sure-fire way to deliver continuous improvement.
continuous improvement lifecycle
Every step of the journey is assisted and automated by AI
A Suite of Intuitive Features
Capability Scan Feature Illustration
Organisation-wide Innovation Characteristics Scan
Continual Pulse for progress indicators Feature Illustration
Continual Pulse taking for progress indicators
Live Dashboard Feature Illustration
Live dashboard reporting and insights
Performance drivers and gap analysis Feature Illustration
Performance drivers and gap analysis
Team engagement and alignment indicators Feature Illustration
Team engagement and alignment indicators
Library of Educational Content Feature Illustration
Library of educational content
Recommended action plans Feature Illustration
Recommended action plans
Habit building and behavioural change tools Feature Illustration
Habit building and behavioural change tools
Communications platform for leaders and engage teams Feature Illustration
Communications platform for leaders to engage teams
Milestone tracking and reminders Feature Illustration
Milestone tracking and reminders
Forum for chat and idea exchange
Forum for chat and idea exchange
Ongoing capability tracking Feature Illustration
Ongoing tracking
A Suite of Intuitive Features
Capability Scan Feature Illustration
Organisation-wide Innovation Capability Scan
Continual Pulse for progress indicators Feature Illustration
Continual Pulse taking for progress indicators
Live Dashboard Feature Illustration
Live dashboard reporting and insights
Performance drivers and gap analysis Feature Illustration
Performance drivers and gap analysis
Team engagement and alignment indicators Feature Illustration
Team engagement and alignment indicators
Library of Educational Content Feature Illustration
Library of educational content
Recommended action plans Feature Illustration
Recommended action plans
Habit building and behavioural change tools Feature Illustration
Habit building and behavioural change tools
Communications platform for leaders and engage teams Feature Illustration
Communications platform for leaders to engage teams
Milestone tracking and reminders Feature Illustration
Milestone tracking and reminders
Forum for chat and idea exchange
Forum for chat and idea exchange
Ongoing capability tracking Feature Illustration
Ongoing capability tracking
Benefits across your organisation
After engaging with Emplify, you’ll start to see a ripple effect of benefits that will make a huge difference to your future success.
Benefits across your organisation
After engaging with Emplify, you’ll start to see a ripple effect of benefits that will make a huge difference to your future success.
Stronger market connections
  • Build stronger, in-depth understanding of your customers
  • Heighten the trust your customers have in your brand
  • Create products that resonate with the people you serve
  • Strengthen customer loyalty and advocacy
  • Increase the brand equity of your organisation and products
According to a Nielsen analysis 3 in 4 FMCG launches fail within a year. Those that succeed focus on “walking in the shoes of the consumer to uncover key demand-driven insights”.
Stronger market connections
  • Build stronger, in-depth understanding of your customers
  • Heighten the trust your customers have in your brand
  • Create products that resonate with the people you serve
  • Strengthen customer loyalty and advocacy
  • Increase the brand equity of your organisation and products
According to a Nielsen analysis 3 in 4 FMCG launches fail within a year. Those that succeed focus on “walking in the shoes of the consumer to uncover key demand-driven insights”.
Streamline your operations
  • Enable clearer decision making
  • Eliminate roadblocks that slow down your delivery
  • Empower your team to act quickly and decisively
  • Strengthen the focus throughout the innovation journey
  • Create better support systems to equip your team
Research from the BI Norwegian Business School found that managers with good relationships with their employees, who in turn understood their managers’ challenges, experienced significantly less stress
‍
Streamline your operations
  • Enable clearer decision making
  • Eliminate roadblocks that slow down your delivery
  • Empower your team to act quickly and decisively
  • Strengthen the focus throughout the innovation journey
  • Create better support systems to equip your team
Research from the BI Norwegian Business School found that managers with good relationships with their employees, who in turn understood their managers’ challenges, experienced significantly less stress
Inspire your people
  • Attract the best talent on offer
  • Retain your key staff and avoid knowledge loss
  • Unite your team with a common purpose
  • Increase the synergy within your team
  • Increase your team’s motivation to deliver
Research by Van Brommel in 2021  found that 76% of employees believe an empathetic organisation inspires more motivated employees.
Inspire your people
  • Attract the best talent on offer
  • Retain your key staff and avoid knowledge loss
  • Unite your team with a common purpose
  • Increase the synergy within your team
  • Increase your team’s motivation to deliver
Research by Van Brommel in 2021  found that 76% of employees believe an empathetic organisation inspires more motivated employees.
Innovate with confidence and magic
  • Broaden the perspectives within your team
  • Create environments that inspire creativity
  • Break down the walls that limit problem solving
  • Increase emotional intelligence that boosts innovation
  • Design products that are more intuitive and ‘sticky’
A University of Cambridge study suggests that encouraging students in a classroom setting to engender empathy boosts their creativity.
(Demetriou & Nicholl, 2021)
Innovate with confidence and magic
  • Broaden the perspectives within your team
  • Create environments that inspire creativity
  • Break down the walls that limit problem solving
  • Increase emotional intelligence that boosts innovation
  • Design products that are more intuitive and ‘sticky’
A University of Cambridge study suggests that encouraging students in a classroom setting to engender empathy boosts their creativity.
(Demetriou & Nicholl, 2021)
Improve on your bottom line
  • Save by improving your speed to market
  • Optimise Research & Development spend
  • Increase your Return on investment
  • Reduce the risks associated with innovation
  • Gain a larger market share for your products
According to an EY survey, mutual empathy between leaders and employees increases:
  • Efficiency (87%)
  • Creativity (87%)
  • Innovation (86%)
  • Company revenue (81%)
Improve on your bottom line
  • Save by improving your speed to market
  • Optimise Research & Development spend
  • Increase your Return on investment
  • Reduce the risks associated with innovation
  • Gain a larger market share for your products
According to an EY survey, mutual empathy between leaders and employees increases:
  • Efficiency (87%)
  • Creativity (87%)
  • Innovation (86%)
  • Revenue (81%)
Ready to create a thriving innovation culture?
Register for early access
Register today for early access
Emplify is well on the way to launch, so register your interest now and we’ll make sure you are given the heads up when we’re ready to press play.
Also, if you can’t wait to get a sneak peak at Emplify and would like to be part of our Beta Programme Community, there’s a form directly below.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Register today for early access
Emplify is well on the way to launch, so register your interest now and we’ll make sure you are given the heads up when we’re ready to press play.
Also, if you can’t wait to get a sneak peak at Emplify and would like to be part of our Beta Testing Community, there’s a form directly below.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Sign up to our Beta Programme and
stay on the crest
of the wave
Better learning, creates better solutions
Help us learn all we can about how best to meet your needs by becoming a valued member of our ongoing Beta Programme. We promise you won’t be bombarded with emails, or that we’ll ask too much of your time. We have limited spaces available to cover a cross section of industries and organisations, so get in quick. You’ll be doing us, yourself and the world of innovation, a huge service.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
Better learning, creates better solutions
Help us learn all we can about how best to meet your needs by becoming a valued member of our ongoing Beta Programme. We promise you won’t be bombarded with emails, or that we’ll ask too much of your time. We have limited spaces available to cover a cross section of industries and organisations, so get in quick. You’ll be doing us, yourself and the world of innovation, a huge service.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
This is just the start of our journey
There's lots more coming in our roadmap, so stay tuned as we continue to help your innovation efforts thrive.