About APOS Studio - Independent Strategy & Design Practitioners
The most valuable work happens before anything gets built.
Speed has outrun direction. Almost any team can now build almost anything in weeks. That gap is expensive: faster execution of weaker decisions. APOS Studio is an independent practice built to close it. We find the problem worth solving before anyone commits to a solution.
APOS stands for A Pinch Of Space, which is also our method: just enough room, before you commit, to find the problem worth solving. Every engagement starts there, whether you come to explore, decide or build.
Building used to be the bottle neck.
Now it is deciding what to build.
Plans assumed one future.
The future is plural.
AI was a tool purchase.
Transformation is a strategy.
Design was the differentiator.
Behaviour is the difference.
Four shifts
behind our work
Futures thinking
exploring what could happen instead of predicting it.
Systems thinking
seeing how the parts of a business act on each other.
Service design
mapping what customers and teams experience, end to end.
Behavioural design
designing for how people actually decide.
Creative direction
brand and film that make the strategy unmistakable.
Strategy and innovation
choosing what to build, and what to leave alone.
The disciplines behind the work
What we stand against
Gatekeeping
Foresight shouldn't belong to the few.
Solution-first thinking
Speed isn't direction.
Design as decoration
Design is how people navigate.
Fear & fatalism
The future is ours to shape.
People first.
No project is worth sacrificing our team’s health.
In service to society.
We build with and for the generation that inherits the world.
Ethical impact.
Growth that harms society or the environment isn’t growth we accept.
Our non-negotiables
Meet the Founder
Lily Bishnoi
Co-Founder & Futures and Transformation Strategist
For 15+ years I have worked across Asia, the Middle East and Europe, with global enterprises, agencies and the public sector. The markets change. The pattern doesn’t: teams plan for one future, then build for it.
That used to be slow and costly. With AI, it is fast and costly. And when every team has the same tools, imagination is the edge.
Futures thinking is how you stop betting on one future. It has also been kept for the few: specialists, big budgets, closed rooms. I work where futures thinking, service design, behaviour and strategy meet, and I make it usable by the people who have to decide.
I started APOS to open that up. A pinch of space, with your team in the room, so you leave with several futures, a decision that is yours, and clarity that stays after we leave.