Fight is a Brand Innovation and Brand Strategy company. Our approach is to establish a solid foundation for a project, create an insightful strategy, outline an operationalizable roadmap, and then run the project in a series of iterations. At the beginning of each iteration, we do a small part of the work with the express purpose of learning something specific from it. At the end of the iteration we evaluate what was learned and adjust the strategy as necessary. Each iteration tests a part of the strategy, and each iteration builds on the previous one, enabling the strategy to become more efficient at maximizing the goals of the project with every iteration. Each iteration ends with a refined roadmap for moving the project forward, and provides an increasingly solid strategic case for doing so.