BrainStore's Mindset

Swiss precision and creative chaos form the "Get. It. Done" mindset.

Get. It. Done.

We focus on getting things done. We focus on what is most relevant. We joyfully ignore what's not relevant and distracting.

Code of Conduct and Purpose

Working with ad hoc teams means agreeing on collaboration standards and pursuing a uniting purpose.


Fast processing and complete transparency. No politics. No games. We wholeheartedly share insights, know-how, and findings. We ask questions, also unpleasant ones.

Diversity and inclusion

In everything we do, we want to integrate humans with multiple viewpoints. We know that the integration of multiple viewpoints and opinions is key to successful change work. And we work hard to get all the stakeholder's buy-in. We are sensitive to cultural differences.

Work in Cycles

Before we start to work, we develop a good briefing with a set deadline, set resources, and a clear minimal scope. Though we keep the big picture in mind, we work in digestible cycles inspired by agile working principles.

Clearly defined roles

We define roles with clear responsibilities. We only work on projects we want to work on. And we only work with customers and participants who want to be part of the change adventure.

Creating a framework for good cooperation

We work hard - we play hard. We know how critical soft factors (food, drinks, smiles) are to change work. Great ideas happen when fear is absent. Change and innovation need space and a playful approach. We celebrate failure and celebrate success. Both are very unusual for the Swiss.


We visualize work, progress, and results. We treasure clear thinking and comprehensive language.

Amass - Discover - Decide

We start with collecting information with quantitative goals - we extract what looks most promising - and decide which avenues to pursue.

Broadly accepted content - polarizing content

We search for and treasure broadly accepted ideas and strongly polarizing ideas.

Ongoing improvement

We strive for simplicity and scalability. This allows us to focus on people and content. We try not to repeat ourselves and respect the D.R.Y principles (don't repeat yourself).

Curiosity and experiments

We are highly attracted to environments of uncertainty. We like to move out of our comfort zone. We love to experiment and improve our skills. We ask questions and don't guess. We know that we don't know.

Skin in the game

We don't mind rolling our sleeves up and getting our hands dirty. We have skin in the game, and as co-entrepreneurs of our customers take personal risks; that's why we apply the Pay-What-You-Wish principle.