Bettering the world through innovation. Normative is an Innovation Services Firm. We believe that it’s one thing to come up with a great idea. But until you put it in front of the customer whose problem it’s meant to solve, there's nothing to back it up. To succeed, you must listen to, learn from and iterate with your customers. You need their validation to overcome internal barriers to innovation and move with the agility of a startup. Ultimately, it means building products and services that make a meaningful difference to your customers and your business. We call that Evidence-Driven Innovation. It’s what sets us apart - and sets you up for success.