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When you start your own business and develop a company mission, a good strategy is to think about how you will set your business apart from the rest of the industry. One of the best ways you can do this is through your company’s approach to the work you do. This week’s #WebsiteWednesday serves as great inspiration for this idea, being a company that has made “radical creativity” the cornerstone of their work: Comuzi.xyz.

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Comuzi.xyz is a design studio based in London. The company is the brainchild of design-focused entrepreneurs Richard Fagbolagun, Alexander Fefegha, and Akil Benjamin. The core of Comuzi.xyz’s entire approach centers on what they have termed “radical creativity as a service.” Comuzi.xyz explains on their site’s company info page that their radical creativity approach is a “mix of play, rigor, experimentation, and tech-forward thinking.”

Comuzi.xyz’s “radical creativity as a service” model finds and turns real human problems into creative opportunities and solutions. On the website, Comuzi.xyz says they do this by developing radical working prototypes and radical proof-of-concepts with clear insights and steps to move forward. This kind of out-of-the-box thinking is how Comuzi.xyz takes a different angle and approach to their projects. It’s also how the group aims to set itself apart from its competitors. They say this creative process enables them to work on everything from design research and advanced prototyping to immersive future scenarios.

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Their progressive approach seems to have caught the attention of many elite brands who have asked Comuzi.xyz to take on projects for them. This includes Nike, Uber, ASOS, the UK’s National Health Service, Ernst & Young, BBC R&D, Samsung, and Mozilla Foundation. Their portfolio of work, which you can scroll through on the Comuzi.xyz homepage, shows what their process looks like in action.

For Ernst & Young and Feminist Internet, they developed an AI-powered chatbot that teaches people about AI bias and its effects. For Mozilla Foundation’s MozFest 2019, they built an “invisible mask” prototype into a baseball cap which prevents facial recognition software from identifying the wearer. For BBC R&D, they utilized an 8-day sprint project planning approach to create five prototypes made to simplify news articles. The goal of this sprint was “to better engage Generation Z individuals and young-middle aged women to participate and understand the news more effectively”. Comuzi.xyz’s process and approach on the project drew praise from BBC R&D’s lead producer and won the company the Best Digital Innovation Award at the 2019 BBCNews awards.

The impressive scope of Comuzi.xyz’s portfolio is a credit to the versatility of their approach. It’s also helped them grab a foothold in their industry and build their business. Comuzi.xyz puts their “radical creativity” process into action by using it as a guiding principle in each step of product development. Their commitment to this mission is evident in the final product results. It’s proven to be a wise choice by the praise they’ve received from their clients.

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In many industries, your company mission not only guides your business but is also a key area where you can choose to set yourself apart from the pack. Staying true to that vision and living it through your work is the path forward to ultimate success, as Comuzi.xyz shows. Comuzi.xyz is a great embodiment of both radical creativity and tireless perseverance. Both qualities are hallmarks of the .xyz community, of which Comuzi.xyz is a shining example.

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