Making it Up helps teams think differently about complex challenges — bringing new perspectives, fresh energy, and a way forward when things feel stuck.
Consider us your thinking partner. We bring an outside perspective that helps you zoom out, refocus, and create action — whether that leads to a new product or service, a shift in direction, renewed growth or simply the clarity around what to do next.
We do this through focused, collaborative programmes that unpick your challenge, explore possibilities, and leave you with a clear direction.
How we help
CHALLENGES
WE SOLVE
No two organisations are the same and nor are their challenges, but these are the kinds of things we tackle.
“We’re not clear where to focus next — we need alignment on the bigger picture.”
“We’re ready to grow or evolve, but we’re not sure which path to take.”
“We need to rethink how we create, capture and deliver value.”
“We’ve spotted an opportunity, but we need help turning it into something real.”
“Our offer works but the way people engage with it feels clunky and disconnected.”
“We’re at a crossroads and need a clear, confident way forward.”
Our Offer
THe making it up programmeS
Our programmes are designed to help teams and leaders get unstuck and moving again. They’re creative, collaborative experiences that untangle complex challenges and give you a clear, confident way forward.
Together, we create space to think differently, connect deeply, and make decisions that move you closer to the future you want to build.
HOW THEY WORK
Every project is unique, but our process follows a series of steps designed to balance curiosity, creativity, and experimentation.
It might take place as an intensive one-day workshop or unfold over several weeks — but however we work together, you’ll come away with clarity, confidence, and momentum.
Understand today → get clear on your current reality; what’s working, what’s not, and what’s really driving the challenge.
Define tomorrow → shape a shared picture of where you want to go and what success looks like.
Get curious → step back from the problem, explore new perspectives, and challenge assumptions to uncover what’s really going on.
Explore possibilities → map potential paths forward and imagine new futures worth testing.
Experiment and learn → design simple, low-risk ways to validate ideas and build confidence in your direction.
Decide with confidence → synthesise learning to make clear, well-informed choices.
Plan for action → turn decisions into delivery with a focused plan and next steps you can actually make happen.
Who THEY'RE for
We work with teams across different sectors and different stages (from early stage startups to established charities) navigating moments of change, growth, or uncertainty. If things feel messy, complex, or unclear —we help you make sense of it, and move forward with purpose.
What to expect
– Clearer thinking about your direction
– Confidence in your next move
– A roadmap for action
– Simplified priorities
– Momentum to make progress
”Going through this process has been just fantastic, it solved our challenge and gave us the tools to keep going!”
Previous Success
Problems solved
We learned by doing
Found was our very own startup — a health-tech CRM that went from zero to scale. Building, growing, and ultimately exiting in a seven-figure deal provided the lived experience that shaped the Making it Up process. From launching to navigating growth pains and preparing for exit, it’s where many of the tools and mindsets we now use with founders were first tested.
FOUND (exited)
Clarity through collaboration
Crohn’s & Colitis UK came to us with a complex challenge — to clarify their B2B proposition and reconnect internal teams around a shared story. Through a mix of strategy, facilitation, and creative exploration, we helped them define what they offer, who it’s for, and how it delivers value. We brought structure, focus, and confidence to a complex, purpose-driven organisation.
Crohn's & COLITIS
A new model to unlock growth
Infinity had hit a wall: growth slowed as residential customers turned to DIY alarm systems. Together we explored and tested a move up-market — broadening the value proposition to commercial clients and reframing Infinity from a product company into a service-led business. The result was renewed momentum and a stronger strategic position.
Infinity alarms
Creating moments that matter for new markets
Made in Japan began as a retail venture built on passion. Through our process, we explored growth options that led to a bold new value proposition for wholesale and B2B customers. The shift gave the business a new engine for growth while staying true to its cultural roots.
MADE IN JAPAN
Moving beyond healthcare
Synbiotix had traction in healthcare but risked spreading too thin. We helped the leadership zoom out, reframe the business as a CAFM-first platform, and design a growth plan around complex operational environments. Today, Synbiotix is clearer, more focused, and positioned to win in new markets.
SYNBIOTIX
Tackling an age-old challenge
Canu was an early-stage venture experimenting with a two-sided marketplace. We worked on validating both sides of the model, designing lightweight tests, and shaping the business into something that could launch with confidence. The experience showed how to balance ambition with practical learning, and how to build momentum in complex, early markets.
CANU
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Dan morris
WHO's BEHIND IT?
Making It Up was started by Dan – the founder of a number of start-ups (including Found, a health-tech platform, which he exited in a seven figure deal). Since then, he’s supported businesses across sectors, helping teams navigate everything from launching early ideas to big pivots.
His style is collaborative, grounded, and focused on turning stuck moments into forward momentum.
He doesn’t do it alone — and you don’t have to either. Alongside Dan, you’ll also have access to a trusted network of specialists in brand, product, fundraising, sales and more — people who’ve been there, and can help you move faster when it counts.
Like Dan, they embody the Making it Up mindset and are here to help you move forward.
Some nice words
Partners who’ve been there
"Thanks Dan, you have really changed the game for Synbiotix and helped bring to life my aspirations for the whole company. You are excellent at what you do."
"Just having someone who's been there, who can ask the right questions or simply listen, made a huge difference and helped us secure our first round of funding."
"Making it Up has helped me to put the right foundations in place and gave me the space to answer so many questions I couldn't answer on my own."
We're a little different
The making it up mindset
We don't claim to have all the answers.
Instead, we lead with curiosity, creativity and experimentation to help you find the answers that are right for you.
We believe that fresh eyes and open questions can unlock better ideas. We’re here to explore, not prescribe. To make space for play, not posturing. Because in a world obsessed with getting it right – Making It Up is your invitation to get it wrong, experiment and learn as you go – safe in the knowledge you’ve got the help and support to figure it out when it matters.