“What we’ve learned from our experience of transformation”

Test, learn, win and test, again: Transformation must be planned, building on successes, to engage all employees and prove that it produces tangible and measurable results

Working with smart people is not enough to work smart: Agile and collaborative methods allow us to align all stakeholders and eliminate bottlenecks to traditional project modes

The poison is in the dose, not in the thing: be clear about the ambition and the expected results, communicate them and know how to revise them honestly

Cyrille Breucq

CEO & Partner @ The Why Factor Company

Too many transformation projects do not succeed or do not deliver their promises for many reasons:

  • misaligned interests,
  • copy/paste of a solution,
  • lack of ambition, skills, financing, coordination of the various internal and external stakeholders, etc.

The Why Factor Company is as much the answer to this observation as it is to our ambitions.


We want to create a new generation consulting firm that:

  • Is open to the world (anthropology, philosophy, geopolitics, craft) and other professions than that of consulting (communication, operation, industry, technology) to anchor itself in real life and provide concrete, realistic and quickly operational answers.
  • Does not lock itself into a box, into methodology or into its expertise but wants to be resolutely open, creative and entrepreneurial.
  • Looks for and provides their clients with performance and growth drivers, while not forbiding anything but above all that takes a different look at business projects; a nourished and inspired look to provide new solutions and “substance” so that clients create “meaning” and gain this precious advance time by innovating convinced that performance or growth are not decreed, nor copied or applied; they are invented.
  • Finally, is willing to take risks by financing co-constructed projects with its clients.

And develop a model to:

  • Hybridize and integrate skills, professions and know-how by resolutely orienting them towards result,
  • Create a rich, original and unique value proposition that meets the integration, speed and success requirements of our clients’ transformation projects,
  • Propose different methods, different profiles for solutions that are as operational as they are integrated,
  • Advise, assist, build and partner with our clients

The Why Factor Company is a platform of collective intelligence within which we all share similar values, the desire to work together and above all the objective of moving the lines at our clients by redefining our advisory obligations: aligning the interests of stakeholders, sharing risk and value creation in order to be paid on the effect and not just on the effort.

The Why factor Company is born: Let’s shake things up to create value!

What we’ve learned from our experience of transformation

Procrastination in the name of reducing risk actually increases risk (Colin Powel): Speed is critical and as soon as you have between 40 and 70% of information, you have to decide and do it quickly, otherwise you will be overtaken

Execution is strategic: « Everyone has a plan until you get punched in the face » Mike Tyson. It is not enough to have the best plan to succeed. Execution leads to review the strategy, adapt it, refine it. Those who think must also do

Put people first: Transformation is firstly a question of culture, of men and women and of resistance to change, more than of technology or processes. Change management and communication are critical to success

Lionel Cuny

Partner @ The Why Factor Company

CEO @ Insign

The idea to create The Why Factor Company was born out of frustration and a meeting.

Frustrations of having heard too often for more than 20 years that I’ve been doing this job, that it’s still not up to the agency to define the repositioning strategy and to see that some competitors had taken the direction we had recommended with great success. To think that we could put both creativity into transformation strategies and not foolishly follow patterns and also a pronounced sensitivity to the rapid growth of the top-line as a driver of transformation is an idea that seems to have the stamp of common sense but which is not so widespread.


It was also born from a meeting, because the transformation of a company, of a business, requires alignment, respect for the vision and the profession of each person, and the desire to go in the same direction.

All too often, the consultants who step into companies work in silos or generate contradictory forces that at best slow down the transformation process and at worst jeopardize it.

It is a crazy and super exciting project to bring together experts from the bottom-line and the top-line to work together in order to go much further in the performance that we bring to companies.

A new-generation of consulting player

The Why Factor Company integrates and align the entire transformation value chain thnaks to its hub bringing tohether more than 500 experts and thus agregates the skills of the different players to offer business integrated systems and solutions adopting an open, proactive and collaborative approach

A unique service platform dedicated to transformation that integrates and hybridizes all skills to develop original and tailor-made solutions

The Why Factor Company brings together pure player consulting partners, technology partners and financing players to meet the integration, speed and success requirements of customer transformation projects.

The Hub’s 500 experts cover all business lines:

  • Marketing, branding, activation, influence,
  • Finance,
  • Supply chain,
  • Financing,
  • Organisation and processes,
  • Information systems,
  • Data science, etc.

The Hub is configurable according to needs.

Shared values, state of mind, rules and objectives, with the same desire to work together



500 people serving the same client to innovate, build, execute and deliver the promise

You want to discuss something? To get to know us? To join us?

What we do

The Hub

Thought Leadership