Approach
A&D
Turning Technology into Systems That Last
We don’t just focus on introducing technology. We care about how it continues to be used, adapted, and valued in everyday life.
That’s the core of A&D — Apply & Deploy — a mindset and methodology we use to help technology take root in the field.
What is A&D?
A&D isn’t a list of implementation steps. It’s a way of rethinking our relationship with technology.
Apply: Start small. Try it in the field. See how it works in real situations.
Deploy: Adjust and evolve. Help it settle naturally into practice.
Whether it’s what happens after a PoC, the challenges of ongoing operations, or the barriers of individual dependency — A&D helps you design for continuity from the start.
From R&D to A&D
Beyond the Apex
R&D gives birth to new technologies — the “peak” of creation, built with incredible knowledge and care. But A&D asks: what happens next?
While R&D focuses on what to create, A&D focuses on how to make it meaningful and sustainable in the field.
We honor those who create new technologies. But our role is to help shape the journey after creation — to bridge the gap between what’s built and how it’s used.
R&D vs. A&D
R&D (Research & Development)
A&D (Apply & Deploy)
Role
Invent and develop technologies
Adapt and embed them in practice
Main actors
Researchers and developers
Practitioners, users, and facilitators
Outcome
Inventions, products, prototypes
Real-world adoption, behavior change, culture
Output
Technology and tools
Sustainable systems and shared understanding
Questions A&D Asks
Why does technology often fail to take root, even after being introduced?
Who is designing how it’s used after the rollout?
How do we build relationships that help systems grow and continue?
A&D doesn’t give fixed answers. It offers a stance — a way to explore these questions through practice.