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Meet Matthew Singer of Egg Strategy in River North

Today we’d like to introduce you to Matthew Singer.

Matthew, please share your story with us. How did you get to where you are today?
Egg Chicago was actually born years ago as an upstart in the insight hunting space. I joined a handful of folks working out of a loft in the historic Tree Studio Building over on Ohio street. And spent a LOT of time immersing myself in the world of consumers to uncover insights that could guide companies to build better products and brands. From snack shopping with Millennial Moms, to tailgating with Grilling Enthusiasts, to accompanying Boomers on doctor’s visits, etc., I illuminated routine behaviors, as well as uncovered needs and desires by “walking in their shoes.” Then translated those learnings into roadmaps for strategic innovation and brand building.

Fast forward to today, and I’m still making a living helping clients develop empathy to design better products, services, experiences and brands. But now, I’m spending most of my time helping organizations adopt modern research methods and consumer-led front-end processes, as well as partnering with corporate leaders to pilot new ways to socialize learning so that it can truly be internalized and activated against by cross-functional teams. I also have the privilege of watching over and helping to expand the Chicago office. As a collective of nearly 30 Strategists, we’re quickly outgrowing our second space (a bigger loft in River North neighborhood). So for a guy who’s naturally attracted to finding what’s next…I’m literally finding what’s next!

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Finding the unique breed of a strategic creative thinker that makes a great Strategist in our space has always been a bit of a hurdle. The complexity of the business and brand challenges we face requires both left AND right-brained thinking…and not everyone comes wired like that.

Egg Strategy – what should we know? What do you guys do best? What sets you apart from the competition?
I’m most proud of the way we’ve adapted the way we work to overcome roadblocks that can stand in the way of progress. We’re not a “black box” consultancy that creates interesting ideas without consideration for what it takes to successfully activate within an organization. Instead, we partner with our clients so that at every stage of a project we’re collaborating with key stakeholders to incorporate valuable perspectives that allow great ideas to take hold and be championed internally.

What is “success” or “successful” for you?
Because we work at such an early stage of the development process and the competitive environment requires confidentiality, it takes years to see the commercial markers of success (e.g., a new product hitting the shelf). So what keeps me moving and motivated every day is the personal impact of delivering outstanding work. If I can get someone out of a jam, or help someone land when they’ve taken on a new gig, or elevate someone’s personal brand so they’ll win that big promotion, well, then I’ve been successful. Also, I find helping folks to re-frame challenges, provoking them to view opportunity through a new lens and inspiring them to act in courageous, new ways is an invigorating way to spend each day.

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