A systematic approach to accelerating emerging businesses.
Incubate
The Outsider Advantage Program establishes an operating system around a business’s product-market-fit and produces tangible, foundational assets required for a concept to scale.
Operate
By becoming part of your culture to support build efforts, we guide companies to put Outsider Advantage strategies in motion right away.
Grow
With our embedded understanding and relationships within company networks, Citizen executes the strategy with a level of clarity, quality and efficiency that’s simply not possible with outside consultants.
Outsiders to keep an eye on.
By nature, Outsider companies must compete with established organizations with more resources and market share. Regardless of the monumental task, these emerging companies are defying the odds.
An investment in growth.
The Outsider Advantage™ Program is an investment in new growth opportunities for your business. It creates a path to rapidly establish you as a major market influencer.
The strategic shifts discovered during the program have made a critical difference in the sustainability of many past partners, both emerging and established. Because the market insights are collaboratively gained through working sessions, the same Citizen Partners team that leads the strategic work sessions can quickly move into the build effort to keep your organization efficient, focused and nimble.
It’s an exciting journey to be part of. We look forward to diving into your mission and helping you create a meaningful impact in the communities we will reach together.
“The moment you admit you won’t outspend your competition is the moment you know you are an Outsider. Chad’s process built this Advantage inside of my business and it can do it for yours.”
— Tyler Lorenzen, PURIS CEO
“Using the Outsider Advantage is probably one of the most impactful ways you can stand out in the crowd. By categorizing the market across different brand themes, new insights emerge. Don't miss this opportunity to turn the mirror on your current industry, find trends, and look for white space. Not only is it an enjoyable process, your employees, customers, and shareholders will also thank you for it!”
— Erin Carnish, Venture Architect
Companies that have put the program to work
![Acremade: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/3e2fc1e6-5a98-462f-8cf6-6682fd97db75/outsiderStudio+Display+1.png)
Acremade: CPG
![Ciresi Walburn Foundation: Education](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b1473261-d3dd-4a8a-8f22-7adcad34a931/outsiderStudio+Display+Copy+7.png)
Ciresi Walburn Foundation: Education
![Chopper Mill: Children's Mittens](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/51d30df5-b09e-4aa3-89ae-f18c4e61d711/outsiderStudio+Display+Copy+3.png)
Chopper Mill: Children's Mittens
![Blue Link TPA: Health Insurance](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/3ddfaf35-83eb-4010-889d-3b7e9c2f58ed/outsiderStudio+Display+Copy+4.png)
Blue Link TPA: Health Insurance
![Blue Cross Blue Shield: Health Insurance](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/99e22eab-97ef-43e1-b1ed-386db23ce8f8/outsiderStudio+Display+Copy+5.png)
Blue Cross Blue Shield: Health Insurance
![Barely Bread: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/e9672a95-6195-463a-8493-98e58edd2f03/outsiderStudio+Display+Copy+2.png)
Barely Bread: CPG
![Nooma: Infant Wellness](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/cb3179fc-6389-45d7-9345-111566133cc8/outsiderStudio+Display+Copy+6.png)
Nooma: Infant Wellness
![Ciresi Conlin: Law](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/050dc645-fd02-4654-98ae-3b8f11606d60/outsiderStudio+Display+Copy+8.png)
Ciresi Conlin: Law
![Frontier Co-Op: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/d00c503b-4908-4f64-b138-8db9a53c6b89/outsiderStudio+Display+Copy+9.png)
Frontier Co-Op: CPG
![Forte: Health Insurance](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b9084cb9-b95a-4935-85f9-c6e8fb3a90f1/outsiderStudio+Display+Copy+10.png)
Forte: Health Insurance
![Field Nation: Enterprise IT](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/e2846d4e-e97b-4f73-941b-3677dc025900/outsiderStudio+Display+Copy+11.png)
Field Nation: Enterprise IT
![Genevive: Health Care](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/1b2377a7-3b81-4fc1-bec4-37ed6d065648/outsiderStudio+Display+Copy+12.png)
Genevive: Health Care
![Fusionetics: Consumer MSK](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/e58b01c9-1909-4013-92ed-258c4b5b534a/outsiderStudio+Display+Copy+13.png)
Fusionetics: Consumer MSK
![Further: HSA](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/edc4ba37-855b-4995-89e0-4c5356e5ea08/outsiderStudio+Display+Copy+14.png)
Further: HSA
![Harken Health: Primary Care](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/1acf3c32-c5f0-407a-aa86-c2a40ffa86e8/outsiderStudio+Display+Copy+15.png)
Harken Health: Primary Care
![Greatfull: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/9e8a1f03-0e28-4b54-99e9-b695dba7e51a/outsiderStudio+Display+Copy+16.png)
Greatfull: CPG
![JustiFi: Enterprise Fintech](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b59407bc-fb26-4834-be37-948508d965a7/outsiderStudio+Display+Copy+18.png)
JustiFi: Enterprise Fintech
![Intellihot: Water Technology](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/3f9ce215-76c1-45ba-9028-97ebbd259d17/outsiderStudio+Display+Copy+19.png)
Intellihot: Water Technology
![Innocent Classroom: Education](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/5bbc9db7-d88f-4173-89b7-75f4aa3daf71/outsiderStudio+Display+Copy+20.png)
Innocent Classroom: Education
![Gray Duck: Spirits](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/753ee0fd-efc2-488e-b50f-3d6e0c07ad35/outsiderStudio+Display+Copy+17.png)
Gray Duck: Spirits
![Naviguard: Health Insurance](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/4ac3890e-537d-402d-a5e3-42c4993b6545/outsiderStudio+Display+Copy+21.png)
Naviguard: Health Insurance
![Meritex: Commercial Real Estate](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/729cf32e-12b0-4bb2-ba53-1b247d48f696/outsiderStudio+Display+Copy+22.png)
Meritex: Commercial Real Estate
![Livo: Primary Health](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/2654ae5d-22d5-4dce-9633-42084e48233a/outsiderStudio+Display+Copy+23.png)
Livo: Primary Health
![OXX: Consumer Electronics](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/68ac9506-a8dc-4fd9-8199-becd12e6deaf/outsiderStudio+Display+Copy+24.png)
OXX: Consumer Electronics
![Onward: Mortgage](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b33564a0-995d-4d63-ad45-ab1b5430f3cf/outsiderStudio+Display+Copy+26.png)
Onward: Mortgage
![Plant Boss: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/9b656144-5de1-40d9-8501-f77df776640c/outsiderStudio+Display+Copy+28.png)
Plant Boss: CPG
![Real Appeal: Weight Loss](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/762604eb-74b4-478d-bcba-826c3b33fa71/outsiderStudio+Display+Copy+34.png)
Real Appeal: Weight Loss
![Roundpeg: Consulting](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b8c655cc-6e5e-443b-be2f-a38ca0a1dbc6/outsiderStudio+Display+Copy+36.png)
Roundpeg: Consulting
![Sanvello: Mental Health](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/f86a0f35-be9c-4bd8-aeb7-963e65a4bd8a/outsiderStudio+Display+Copy+37.png)
Sanvello: Mental Health
![TeamMD: Late-Life Care](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/069b3af3-393b-4965-8aa8-4ee510f23bf8/outsiderStudio+Display+Copy+39.png)
TeamMD: Late-Life Care
![Stella Health: Healthcare](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/e116e40f-83cc-4ef3-a61b-50ec73975ef2/outsiderStudio+Display+Copy+40.png)
Stella Health: Healthcare
![Sleep Performance Institute: Sleep Management](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/26770814-72c0-46c4-aead-b305eaf99693/outsiderStudio+Display+Copy+41.png)
Sleep Performance Institute: Sleep Management
![Waldorf Schools: Education](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/686e5c57-04a4-4cd1-81f5-e6337f661992/outsiderStudio+Display+Copy+42.png)
Waldorf Schools: Education
![Orthology: Physical Therapy](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/ea1dbdd0-d971-4611-b0e4-77e10cd65623/outsiderStudio+Display+Copy+25.png)
Orthology: Physical Therapy
![UnitedHealth Group: Ventures](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/d1cda079-63ea-4d5c-a557-ebe340f18071/outsiderStudio+Display+Copy+43.png)
UnitedHealth Group: Ventures
![Theratec: Physical Therapy](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/d7301663-7369-4552-ab0b-3e6589eab3ff/outsiderStudio+Display+Copy+44.png)
Theratec: Physical Therapy
![Yardstik: Enterprise Technology](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/f70291b6-83d9-41c3-9d22-4f04159aabf7/outsiderStudio+Display+Copy+45.png)
Yardstik: Enterprise Technology
![Worldwide Orphans: Non-Profit](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/41bac4d0-3a5f-4f16-a17b-d5844f5cee9f/outsiderStudio+Display+Copy+46.png)
Worldwide Orphans: Non-Profit
![Wayforth: Healthcare](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/0dc9958e-40a3-4d5e-b825-2fc90fc6fdcc/outsiderStudio+Display+Copy+47.png)
Wayforth: Healthcare
![Primo: Logistics](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/0b3a9b9a-2572-4436-87b4-bb0655d57709/outsiderStudio+Display+Copy+48.png)
Primo: Logistics
![Picnic: Cyber Security](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/f6c38ddf-68b0-4d11-8950-0ca5c608a4dc/outsiderStudio+Display+Copy+29.png)
Picnic: Cyber Security
![PURIS: Ingredient Manufacturing](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/b794f494-1e4d-4cb9-b664-14d3e558c173/outsiderStudio+Display+Copy+49.png)
PURIS: Ingredient Manufacturing
![Talenti: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/dccc835e-7894-4e8e-91de-70407ad4cbf1/outsiderStudio+Display+Copy+50.png)
Talenti: CPG
![ANA Experiana: Health & Wellness](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/4e19dda5-234f-45ca-84c8-bb08695c180f/outsiderStudio+Display+Copy.png)
ANA Experiana: Health & Wellness
![Pyure: CPG](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/e8f0a577-aecf-4661-a500-c6feb649e87a/outsiderStudio+Display+Copy+30.png)
Pyure: CPG
![Prospero: Healthcare](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/1658e182-e9ec-48c7-a570-9995fb37303a/outsiderStudio+Display+Copy+31.png)
Prospero: Healthcare
![Prairie Fava: Farm-to-Fork Goods](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/9be09ae6-8275-4c1c-b8ec-35e610bbc0d2/outsiderStudio+Display+Copy+32.png)
Prairie Fava: Farm-to-Fork Goods
![Renai: Healthcare](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/9637e7b6-40fd-43c7-bfa3-f8689cabf7df/outsiderStudio+Display+Copy+33.png)
Renai: Healthcare
![Rally Ventures: Venture Capital](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/02f872d6-20df-447f-9a83-9941fd240925/outsiderStudio+Display+Copy+35.png)
Rally Ventures: Venture Capital
![Shift Living: Real Estate Development](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/a98ac5c7-6e17-44a7-b447-29a117ccd9aa/outsiderStudio+Display+Copy+38.png)
Shift Living: Real Estate Development
![Krista: Enterprise Technology](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/2692ee08-67e2-48a1-8bd9-35cc60cca5bc/outsiderStudio+Display+Copy+27.png)
Krista: Enterprise Technology
![](https://images.squarespace-cdn.com/content/v1/5f5a3a6424962d632a8236c6/1642678959884-5XMAHEN4DUHYMTNEEZH1/welcome-header.jpg)
Build the Outsider Advantage into your business.
The Outsider Advantage is the ability to think more creatively and operate faster by harnessing a unique path to market influence that the competition cannot pursue. Through a series of focused work sessions targeting an emerging business’ product-market fit, leaders capture a new operating system and a set of tools to function as an outsider.