It’s a cold December morning, freshly fallen snow has covered the streets of your neighborhood. You leave the house and head to your destination. You are familiar with one path, but the rest is completely unknown to you. All you know is that you need to get to your destination.

Find out more

There are always several paths to each goal. We follow some paths out of habit, and some because they may seem shorter. This morning it is easy to decide which way to go. There are visible traces in the snow and in theory, where many have paved the path, that path must be good.

Of course, when there is no snow, we can take the roads that civilization has paved for us. But these paved roads are made because someone once decided that this is the road we shall take.

In reality, things can look a bit different in the world. Often the roads that civilization has paved for us, are not the most effective means for travel. And often those paths that are well trodded-out through the snowy bush, get you to your destination quicker and more effectively.

That is why it’s important to observe where people are moving and why they have chosen those paths. That is exactly what we do. We observe the trends, notice the behaviors, and make an understanding of where people are moving in the digital world, and develop digital avenues and boulevards out of those trodded-out snowy paths.

Let’s follow the traces in the snow together.