Matt Nicol

Senior Inventor

Matt’s had an action packed few years at ?What If!; launching new digital propositions, mapping detailed customer journeys and driving cultural transformation. He’s worked in the energy, financial service, professional service and healthcare sectors, interviewing two drag queens, a Harvard professor and a vicar in the process.

Once upon a time an English teacher, Matt has naturally gravitated towards the education sector. He’s taught local sixth form students about our innovation process and worked closely with clients to design the ‘school of the future’. Given this background, it’s no surprise that Matt loves storytelling; articulating our insights, ideas and impact with the spoken and written word.

Whether it’s innovating a product, service, culture or business model, Matt’s underlying motive is human impact. We’re on the planet for a fleeting moment, so let’s leave it a better place.

At weekends, you might find Matt channelling his inner Roy Keane on Hackney Marshes, dabbling in 35mm film photography or discussing where exactly his northern roots have gone.

The ?! moment I’ve seen the greatest Impact:
Watching local sixth formers present their kick-ass, innovative ideas to our CEO. We’d set them a challenge, taught them our process and let them lift off! We often ask our clients to unshackle themselves from the day-to-day and think like kids, and this underlined why.

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