Our vision

We want to help preserve the integrity of facts needed to have working democracies and market economies all over the world. A democratic society needs people who can create the most trusted insights together, and make them matter to others. We can do that by utilizing shared knowledge structures that empower people to create better insights.

More time to think

Going digital lets us do more thinking. Digitally, we can easily share information and learn from each other. Together we are smarter. Digitally, we can optimize analytic methods and templates to best present our results. It is also a way for our research and data to be trusted and traceable.

From Insights to Storytelling

It is fun and easy for analysts to do research and tell their stories about it. Likewise, it is simple for curious readers to learn more, with all digital references, one click away.

The Problem – Managing Complexity

To overcome human cognitive limitations we need to first decompose information into smaller pieces -which is the essence of analysis. We also need to externalize it -to store it digitally outside of our brain. Together we can then use these pieces of digitally stored content to synthesize it into new insights. Storytelling is the final step to transforming our new insights into an engaging interactive experience.

Parsd Blocks


Embrace digital to do more thinking


Build new content on shared information structures


Methods for creating insights


Presentations to make your insights matter


Trust to build knowledge together


We become smarter together


We embrace digital as the bicycle for our mind to allow us to do more thinking. On top of a shared information structure, we can reuse existing pieces and create new ones based on different types of content. We create insights together based on methods optimized for digital and we choose a method that suits our knowledge domains. We become smarter together when we can collaborate with a common method, filter and combine content and reinvent the way we experience content to create insights as analysts. We want your insights to matter and the key is to be able to transform them into a story that engages and can be easily shared. Insights can be trusted if you can trace and visualize the sources and the underlying data and know where it came from when it was referenced.

Embrace digital to do more thinking

Information should be handled fully digitally and processes for knowledge work should be designed for digital-first. Digital is also a sustainable way of understanding the world together.

This makes it possible to automate what we do and stop manually organizing and sorting information. Then we have more time to think.

All content and data are entered only once in the system and existing content is reused as much as possible. Stored content can be split into smaller parts and then put together in different new ways.

Build new content on shared information structures

It is much easier to find content if it has structure, because you can search for similar looking content without knowing exactly what you are looking for. Structure powers filtering and makes it easy to find what is relevant.

When content has structure, it can easily be changed into different formats. Then we can use the best tools for the task.

One such tool is document templates. We want to unleash the potential in document templates! They are not just there to get the right graphical design or legal compliance. Templates are for guidance and a good template can help us use a suitable analytical method or help us turn our content into a good story.

When you have templates for the structure you can share them with others. It is just as important to share the way the content was created as it is to share the final product itself. Reusing structure means that you can build on others rather than starting from scratch.

Content comes in many different forms. Diversity in content types needs to be embraced so that we can support written, audio and visual content equally well. Diversity in content types means that you can use all available sources in the analysis and the storytelling.

Methods for creating insights

We believe that diversity in content sources makes it easier for us to consider different perspectives in both analysis and storytelling.

Collaboration is crucial for good analysis –together we become smarter. Exchanging knowledge, sharing insights and tools, is the best way to learn, discover and develop new content. Real-time and asynchronous collaboration are both needed when trying to understand complex problems.

Different knowledge domains, problems, and situations need different methods. We get better insights if we can match the problem to a suitable method. Dividing things up into smaller pieces (Analysis) and putting pieces together into something new (Synthesis) are equally important. All methods we use are digitally optimized.

We make it easy to tag, cluster, and filter among facts, assumptions, and educated guesses.

In our analysis work, we sometimes need a large digital workspace in front of us to get a good overview while still seeing many details. That way we can reinvent important steps that today are done in the physical world into a digital environment.

We must be able to use all our mobile devices to capture content on the go and set it up for analysis.

Presentations to make your insights matter

The quality of the presentation is just as important as the quality of the analysis. If the insights do not reach the target audience, no action will be taken.

Software can foster both good analysis and good storytelling(presentation). Being able to interactively visualize the underlying data when presenting, is particularly important as it brings out the depth of the analysis. A good presentation should be a collaborative experience.

We all have a responsibility to share our sources and insights as a part of the bigger picture. We share it with the world, our organization, or with our network and our incentive to share comes from feedback from other people’s use of it. The more we share, the more we can benefit from reusing what others have created.

In order to feel comfortable sharing, we need to know what needs to be protected. As default information will be shared but each information object can be set to sensitive. Making it private is the exception.

Giving and receiving praise around shared content and structure is a great method of feedback. By knowing that somebody else is using what you have shared, the incentive grows to share again.

Trust to build knowledge together

Traceability is tantamount to trust. Only by tracing content to its source can we judge the overall credibility of the analysis.

Trust can be established by reputation or by authority. Reputation can be built up anonymously by vouching. Authority must be backed by telling us who you are. Content storage must include a trusted reference point to be used for references.

Tables and graphs should include all the original data, to the extent practically possible. This helps build transparent and trusted sources for others to use.

It is hard to know what information to trust. The scientific method makes you clearly state your sources and explain your reasoning behind your insights. It is important to make it easier to create insights like this in all our professional lives.