meaningful transformation.
collaborative creativity.
productive innovation.

People transforming business, by design.

People and their ideas are the key to meaningful business transformation.

By catalysing the creativity within all people and empowering teams to ideate collaboratively we radically enhance productivity and maximise innovation potential.

Our Venture Architecture framework brings transformative benefit and value to all ventures, projects, programmes and organisations. Regardless of size, sector or maturity, we empower people and businesses to innovate better and faster.

Venture Architecture: our framework for business transformation by design.

The framework brings your team together to form and work towards a common Purpose. Using the Campfire and IdeasMap to deliver meaningful transformation.

These are brought together using iterative OODA loops. With the team Observing, Orienting, Deciding and Acting within them.

Working with people in a way that best suits the team and project aspiration we mentor, then monitor and eventually leave be. Skills transfer and team autonomy are our outcome objective.

The framework can be used online and in person. We offer modular packages as well as bespoke offerings tailored to meet specific need.

Find out more.

Observe, Orient, Decide, Act. With common purpose.

Venture Architecture iterative OODA ideation.


Common team purpose is born from the alignment of hearts and minds. By coaching and mentoring individual and collective behaviours we take people out of a culture of command-and-control into one of let-go-and-lead. Building teams that are psychologically safe and equitable. In which people gain deployable and transferrable skills in creative problem-solving, communication and leadership.

Heart and mind, common purpose.


The forums of ideation. By bringing together people of diverse roles, bands, seniority and backgrounds with common purpose, ideas that may never have been are discovered and developed. Teams working together within a culture of holistic ideation toward meaningful and valuable outcomes. In a Campfire session all contribute with equitable trust, meaningful communication, effective coordination, egalitarian conflict resolution and shared empathy. With our OODA methodology observation and deep dive discovery in combination with customer empathy is used to ‘grasp the situation’. Divergent thinking leads orientation of synthesised observations, framed problems and potential solution generation.

Campfire, forum for idea discovery and development.


With IdeasMap the team, not managers, decide and determine how best to work together, what to do, when to do it and who should do it. Common purpose ensures that Campfire sessions are always focussed on outcome and optimal route. The team make-the-plan, not obey-the-plan. Predetermined reductionist project management often only serves to stifle iteration and push creativity into silos. IdeasMap is team led ideation management. It is the most effective blueprint for innovation. Structured convergent thinking ensures the best decisions are made based on well formed central hypothesis and the testing of minimally viable solutions. IdeasMap shows a team how to best act; whether further rapid ideation, hypothesis pivot or to progress based on measurable outputs.

IdeasMap, realisation of ideas as high value outcomes.


through ideas.

Business Design Consultancy.


We focus on people rather than things. We nurture collaborative behaviours and shared understanding, through the human-centred design of project teams and business organisation. By aligning individual motivations and drivers cohesive teams with common purpose are formed. Teams that are autonomous and self managing.


A truly collaborative team enables frictionless creative thinking. Unlocking the full potential of each and every team player to discover and develop the best ideas. Ideas are the currency of innovation and creativity is the fuel of productivity. Effective teamwork is the engine driving that forward.


Technology and process are only as good as the benefit afforded to those who use them. Our approach gives people the insight and agency to determine and deploy the best technologies, processes and methods. Not the other way around. Ensuring the best ideas are discovered, developed and realised as high value outcomes.

Paul Fletcher
Ian Huke
Ideas Map

Through Ideas Ltd is a creative business consultancy. A collective of diverse skills, strengths and professional experience founded by former chartered architect Paul Fletcher and litigation lawyer Ian Huke.

With more than twenty years’ experience in teamwork, design & systems thinking and organisational transformation, we work with private and public sector; SME to multinational, local authority to central government.

Our team has helped start-ups, banks, insurance, institutions, manufacturers, schools, libraries, residential and urban regeneration.

  • Paul has always impressed me with his ability to invigorate and inspire teams. Unlocking their true potential. Forming Through Ideas with Ian Huke has made this available to all. They are the go to people to empower your team and enhance project outcomes.
    Ian Craig
    Director, Evolve Consulting Structural & Civil Engineers
  • Ian excels in the early stages of client engagement. With great leadership, articulation, process & negotiation skills; he gives client confidence to move very challenging projects forward. He is an asset to any business.
    Paul Hannell
    Lead Consultant
  • Paul ably presented a thought provoking session at our Thought Leadership lunch. He explored  the context for change, posing the question of just how smart do we need to be to meet the needs of an agile society. This elicited an engaged and interested response from the audience.
    Kim Vernau
    Chief Executive Officer, BLP Insurance
  • Paul is an unusual design thinker, concerned equally with client success, design team process and product quality. He has a powerful grasp of how design can serve stakeholder needs, and has devoted himself to providing insightful client support.
    Richard Saxon
    Director, Deploi BIM Strategies Ltd.
  • Paul has the extremely rare ability to captivate an audience while taking into quite challenging areas. Intelligent, incisive and inspirational, and with years of groundwork to back it all up.
    Pierre Wassenar
    Director, Stride Treglown Architects