About FRAKT

Most business strategies are technically correct but behaviourally doomed. They treat people as pure processing units, ignoring the beautiful, messy fact that humans are irrational but predictable. This is the perception gap where logic goes to die.

FRAKT bridges this gap.

We blend strategic futurism with the high-leverage insights of behavioural economics. We don’t just solve the problem on the whiteboard; we solve for the human currently ignoring the whiteboard. We look past the obvious—the structural intervention—to the counterintuitive advantage hiding in plain sight. Often, the solution isn’t adding more complexity, but a clever context shift or a simple adjustment to the choice architecture.

We provide the forceful clarity you need, shaped by a deep understanding of human nature.

The structural mechanism is usually sound; it’s the incentive landscape that’s broken.

Your next move doesn’t need to be bigger; it just needs to be smarter about the human on the receiving end.

Start by assuming the opposite of your current working theory. A surprising number of things suddenly make sense.