Our mission: create tools to make you and your team more effective in everyday business life. How we do it: we use an evidence-based approach. Applied research is the basis of advances in fields like medicine or engineering: no one would suggest a medical treatment or decide how to build a complex structure, without having first sought evidence. The same should happen also in the business sector too: interventions without evidence of effectiveness expose companies and organizations to the risk of wasting money, time, and losing an opportunity to improve. This is why we base our tools on scientific research, mainly from cognitive and organizational psychology, and management science. Our latest product is I am Why (https://landings.imy.io/imy) a lightweight tool for smart project management and strategic planning. Think of it as Google Calendar meets Trello. The idea behind I Am Why is simple: you should be able to manage your whole strategy on a single screen, from goal setting to weekly tasks. This way you can keep your team on the same page and focused on what really matters, instead of wasting time on trivial activities. From strategic planning to execution and progress tracking: everything you need to move your projects forward with confidence in a single tool.