Point-Blank International, a qualitative research firm in Berlin was on a path to reinvent itself in the marketplace. Using human centered design approach and methods, I worked hand in hand with the founders and corporate strategy director to design the future PBI. With a true bottom up approach, we embarked with senior research directors to evolve the culture, tools and process to the next level. Working iteratively and collaboratively, we introduced design as a core process for innovation. By infusing design thinking and a collaborative approach in problem solving in PBIs culture, we transformed how the teams engage with clients and with each other. Furthermore, we productized offerings from one off engagements and established common Meta frameworks and processes. By infusing design thinking and empathy into value delivery, there was a shift in mindset. Along with the inside out transformation, a new PBI website was launched May 2014