Built in the Field,
Not the Lab
Gardner Expedition Co.'s frameworks were shaped through years of enterprise transformation work with global organizations navigating uncertainty, growth, customer change, and strategic reinvention.
The work has taken different forms across different organizations.
GE called it FastWorks.
American Family Insurance called it Ignite.
ING called it PACE.
Nike advanced the work through Nike Innovation Lab.
Roche and Genentech built systems around customer evidence, concept development, Growth Boards, and innovation portfolios.
The names changed. The pattern stayed the same.
Organizations were trying to answer a difficult question:
"How do we build the internal capacity to search, learn, decide, and grow when the path is not yet clear?"
Gardner Expedition Co. exists to carry that body of work forward.
This Is Not a Portfolio.
It Is a Pattern.
These expeditions are not presented as isolated client wins. They are evidence of a repeated transformation pattern across industries.
In each organization, the visible work was different:
- a leadership academy,
- an innovation lab,
- a sprint system,
- a portfolio strategy,
- a coach development model,
- a Growth Board,
- a customer discovery program,
- or an enterprise operating rhythm.
But beneath the surface, the work kept returning to the same core challenge:
"Most organizations are built to execute what they already know. Growth requires them to search through what they do not yet understand."
The frameworks behind Gardner Expedition Co. emerged from that tension.
Methods Proven in Practice
Operational doctrine, not theory.
Each method below was developed to solve a specific, recurring challenge in enterprise transformation work.
Search Before Scale
The Problem
Teams launch programs before validating the search space — building on assumptions instead of evidence.
Proven In
Roche Diabetes Care, GE FastWorks, ING PACE
Current GEC Application
Core to The Search System™ — structures exploration before investment.
Customer-Proximate Discovery
The Problem
Decision-makers are disconnected from customer reality; strategy is shaped by internal narratives.
Proven In
Roche, Genentech PHC, Nike Innovation Lab
Current GEC Application
Embedded in The Read™ and field-note diagnostic practices.
Rapid Experimentation
The Problem
Organizations wait for certainty before acting — losing speed and learning in the process.
Proven In
GE FastWorks, ING PACE, eBay
Current GEC Application
Structured into sprint architecture and evidence-gathering cycles.
Evidence-Based Decision Systems
The Problem
Go/no-go decisions are made on enthusiasm or hierarchy rather than learning.
Proven In
Roche, WD-40, American Family Ignite
Current GEC Application
Formalized in Growth Boards and Progress Metrics™.
Program as a Product
The Problem
Transformation programs are treated as fixed rollouts instead of evolving systems.
Proven In
American Family Ignite, Siemens, John Deere
Current GEC Application
A formal framework for adaptive, insight-driven change.
Growth Boards
The Problem
Innovation portfolios lack governance discipline — too loose to be rigorous, too tight to be exploratory.
Proven In
Roche, Genentech, Nike Innovation Lab
Current GEC Application
Portfolio discipline adapted for enterprise growth systems.
Coaching Metaskills
The Problem
Internal change sponsors lack the behavioral repertoire to lead through uncertainty.
Proven In
Regional Health System, AIA, Roche
Current GEC Application
A formal capability-building system for coaches and sponsors.
Portfolio Discipline
The Problem
Investment decisions are made project-by-project instead of as a coherent portfolio strategy.
Proven In
eBay, WD-40, ING, American Family
Current GEC Application
Core to The Search System™ — continuous opportunity architecture.
Featured Transformation Expeditions
Sustained engagements that shaped the frameworks.
Roche Diabetes Care — Organizational Navigation
Navigating the intersection of culture, capability, and large-scale change in a global healthcare organization.
A multi-year engagement navigating how a global healthcare organization could build genuine exploration capability alongside execution — without turning it into innovation theater.
The work established a unified innovation practice across three regional organizations, introduced rapid experimentation discipline, and created evidence-based portfolio decision systems that accelerated $50M in new NPV and delivered 10x portfolio growth in new opportunity areas over three years.
Genentech PHC — Product & Customer System Design
Building customer-evidence systems for product development in the pharmaceutical space.
A sustained engagement focused on embedding customer-proximate discovery and evidence-based decision systems into product and healthcare commercialization processes.
ING — PACE Transformation
Enterprise-wide adoption of agile experimentation and evidence-based portfolio management.
ING's PACE program was one of the most serious enterprise-scale attempts to embed search and experimentation into the fabric of a global financial institution. The work addressed portfolio discipline, rapid experimentation, and the challenge of making growth work in a highly regulated environment.
eBay — Global Growth & Search Systems
Building continuous exploration capability in a high-scale marketplace already at global maturity.
eBay was a mature global platform. The question wasn't about finding product-market fit — it was about continuous discovery and portfolio management at enterprise scale. The work addressed how a large organization stays exploratory after it has already proven its core model.
GE — FastWorks Operating System
Enterprise-scale adoption of lean startup principles in a 120+ year industrial organization.
FastWorks was GE's boldest attempt to make searching a permanent enterprise function. The work brought rapid experimentation, customer-proximate discovery, and evidence-based investment decisions to one of the world's largest industrial conglomerates — across diverse businesses from aviation to healthcare.
American Family Insurance — Ignite Leadership Academy
Building a sustained leadership development and exploration capability in a regional insurance enterprise.
Ignite was not a one-time training program. It was a permanent system for building leadership capability and exploration capacity. The work required turning managers into coaches, and programs into products that evolved based on adoption evidence.
Selected Engagements
Additional field work.
Nike Innovation Lab
Advancing customer-proximate discovery and growth systems within one of the world's most recognized innovation labs.
John Deere
Exploring the intersection of transformation programs and enterprise operating rhythms in an agricultural technology enterprise.
Siemens
Sustaining transformation programs alongside execution demands in a complex, multi-unit industrial organization.
AIA Insurance
Building coaching capability and internal sponsorship networks across a large insurance organization navigating uncertainty.
Transavia
Customer discovery and exploration systems within a regional airline operating under significant competitive pressure.
WD-40
Innovation strategy and portfolio discipline at a consumer products company navigating category expansion.
The Credibility Is Not the Logo.
It Is the Pattern.
Logos can impress. Patterns prove. The deeper credibility in this body of work is not that global organizations were involved. It is that the same transformation challenge appeared again and again across different industries.
Assumption-Driven Decisions
Teams moving too far on assumptions instead of evidence — building programs on certainty they did not yet earn.
Execution Questions for Search Work
Leadership asking execution questions of search-stage work — demanding timelines, deliverables, and ROI before the search is real.
Customer Insight Gap
Customer insight was not consistently shaping decisions — voice-of-customer was a department, not a discipline.
Portfolio Without Evidence
Innovation portfolios lacked evidence discipline — investment decisions based on belief, learning, or hierarchy.
Coaching Capability Gap
Internal coaches and sponsors needed new behaviors — old management practices could not lead through uncertainty.
Fixed vs. Evolving Programs
Transformation programs treated as fixed rollouts instead of evolving systems — designed for deployment, not adaptation.
The Response Became
the Foundation.
Build the Capability to Move Through Uncertainty
Gardner Expedition Co. helps organizations build the internal systems, rhythms, and leadership behaviors required to grow when the path is unclear.
Whether the work begins with a capability sprint, a leadership team, a portfolio challenge, or a customer discovery effort, the aim is the same:
“Help your organization learn faster, decide better, and move with discipline through uncertainty.”