The NY Collective Good Questions Ask Nicole
A woman’s hands soldering a joint, a bead of gold light at the tip

How NYC works

One call.Then it moves.

What clients bring us

Disruption, mostly. A workforce facing AI, where human intelligence, with all its behavioural and emotional depth, counts as much as the artificial kind. Disruption goes beyond AI, though. It is as much about competition and politics: a rival who redraws the market overnight, or a change in policy that moves the ground under a plan. Or a launch with no obvious owner.

Nicole calls these the moments between “we should talk” and “we’ve started”.

One call, then it all moves

From strategy to
a working team.

  1. 01

    A clear strategy

    Everything starts with a clear strategy: what the client wants to change, and why.

  2. 02

    The brief emerges

    From the strategy comes the brief, for Nicole and for the people who will execute it.

  3. 03

    Nicole briefs the team

    If the client decides to go ahead, Nicole brings in the right people and briefs them.

  4. 04

    Make it happen

    The team absorbs the brief and makes it happen, spotting the connections others miss, in real time.

  5. 05

    Measure

    We measure everything against the strategy, so we know the outcome was achieved. Then we test, learn, adapt and sustain it.

The build, step by step

Diagram: first a gold strategy line is drawn along the base. The brief rises out of it, and the right specialists are drawn out of the black book and connected to it in gold. Blocks are then set in place on the strategy until a structure stands. Last, a small chart rises beside it, a check mark is drawn and a loop closes round it: measured, then refined.STRATEGY
  1. Strategy first. Everything stands on a clear strategy.
  2. The brief emerges. From the strategy comes the brief.
  3. The team assembles. Nicole draws the right specialists from the black book and briefs them.
  4. Make it happen. The team absorbs the brief and builds it, piece by piece, on the strategy.
  5. Measure. The result is measured against the strategy, then refined.
Nicole Yershon, seated and assured, against a dark ground

Trust is
the product.

You make one call. We bring in specialists we trust and conduct them until the work is done.

Who you get

People we have watched deliver.

Anyone can send you a list of suppliers. We send people we have seen do the work, often for decades.

Where it comes from

Seventeen years inside.

Behavioural science and culture change, and 17 years of making new things happen inside a large organisation without waiting for permission.