Our Name

We take our name from type 2 errors in statistics – the failure to incorporate relevant information into your decision process.

T2 believes that the importance of the human dimension of business is systematically underestimated in many industries because of the belief that “good products sell themselves” and that the only reliable sources of customer value are functionality and price.

We believe that branding and marketing can provide significant value enhancement to any business for which customer value is a function of a wider set of factors than just functionality and price.

We help companies develop sustainable competitive advantage based on incorporating these overlooked factors into their business strategies.