Dr Tom Waller believes the strongest innovations should be recognisable with eyes closed or at a distance.

He is the founding partner of &Go&Co, a human-first and science based innovation company that assembles bespoke teams around challenges of discovery, development and redirection to help organisations identify, and act on, unique sources of commercial growth.

For more than 25 years, Tom has explored what makes a product, service or experience not merely useful, but memorable and unmistakably its own. His work connects the biological, physiological, sensory and behavioural realities of being human with the distinctive attributes of an organisation and its offer, creating propositions competitors cannot imitate.

Before &Go&Co, Tom led innovation at adidas, Decathlon, lululemon and Speedo, contributing to category-defining products, new capabilities, billions of dollars in value, gold medals and world records. Today, the wider &Go&Co ensemble applies those lessons across fashion, automotive, food and beverage, wellbeing and emerging consumer experiences.

At the centre is a deceptively simple question: how should this make a human feel? Tom combines sensory feel-state exploration with conscious structures for action, helping partners pursue radical possibilities while binding them to enough of the familiar to make change desirable, believable and achievable.