★ HOME OF THE CURIOUS  ·  BY INTRODUCTION ONLY  ·  EST. MMI  ·  AMSTERDAM / LONDON  ·  ★ HOME OF THE CURIOUS  ·  BY INTRODUCTION ONLY  ·  EST. MMI  ·  AMSTERDAM / LONDON  ·  ★ HOME OF THE CURIOUS  ·  BY INTRODUCTION ONLY  ·  EST. MMI  ·  AMSTERDAM / LONDON  · 
Coustic B/Rooms

We were
in the room
when —

A closed index of the decisions we sat beside. Names redacted. Everything else, more or less, is true.

Nine a year. Never ten.2001 — 2026
  1. 01
    A family office rethinks what legacy actually means.
    We came in for the deck. We left with a different will.
    Private capital
    2026
  2. 02
    Re-naming a 40-year-old European lab brand.
    Eleven names considered. One survived the CEO's mother.
    Life sciences
    2025
  3. 03
    A founder decides whether to sell — and doesn't.
    The number wasn't wrong. The question was.
    Consumer tech
    2025
  4. 04
    The word a museum had been avoiding for twelve years.
    They said it out loud. Attendance up 18%.
    Culture
    2024
  5. 05
    A cardiology network, one story, three countries.
    Now the receptionists know the pitch.
    Healthcare
    2024
  6. 06
    The sentence that replaced a 94-slide strategy doc.
    Twelve words. The doc is now a PDF.
    Enterprise SaaS
    2023
  7. 07
    A fashion house writes a rule it can actually keep.
    One rule. Four seasons later, still kept.
    Luxury
    2022
  8. 08
    Why a university press stopped apologising.
    Quiet confidence. Louder sales.
    Publishing
    2021
  9. 09
    A minister rehearses — then throws the speech away.
    The real one was shorter. And truer.
    Public sector
    2019
  10. 10
    A practice picks its favourite building. Publicly.
    They didn't lose the other clients.
    Architecture
    2016
The rest is kept off the page, by request.