TrueApex™

By First Domino

Expert-guided clarity, built around your business.

Growing companies don't lack ambition, but they often lack the tools, resources, and insights larger enterprises take for granted. The data and contextual understanding needed hasn't yet been built or matured. The result is the same: a missing operating picture and a leadership team that's consistently left reacting instead of leading.

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You can't predict what's coming.
You can make sure it doesn't catch you standing still.

Preparedness beats prediction

The goal isn't to know the future. It's to build enough context, clarity, and momentum that you can move decisively when it arrives, whatever form it takes.

Intelligence that connects to decisions

Information without implication is noise. Every tool in the suite is designed to bridge the gap between what's happening and what you should do about it.

The Problem

You're leading a growing company
on incomplete information.

No shortage of data. Critical shortage of insight. The signals that matter are invisible until they're urgent. By the time most leaders know what happened, the window to respond has already closed.

⚡

The speed gap

Markets move faster than quarterly planning. Competitive moves, funding events, and regulatory changes accumulate while you're focused elsewhere.

🔍

The insight gap

Most leaders rely on instinct, LinkedIn, and whatever lands in their inbox. Rarely does anyone connect what they're seeing to the decisions in front of them.

🧭

The direction gap

Knowing your market is moving isn't enough. You need to know where you can go, and whether you have what it takes to get there.

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The horizon gap

Most companies plan for one future. The ones that win prepare for several, stress-testing their strategy against what might come, not just what's likely.

How the Suite Works

One intake. Three intelligence tools.
All connected.

Complete The Baseline™ once with a strategic advisor who guides the intake, interprets the output, and helps you put it to work. The Baseline captures your competitive context, strategic priorities, and capability profile, then routes that intelligence to whichever tools you activate. The advisor stays involved throughout: framing priorities, contextualizing findings, and ensuring the tools are connected to the decisions that actually matter.

The Approach

Experienced strategy guidance
backed by a proprietary intelligence engine.

TrueApex™ pairs a seasoned strategic advisor with a proprietary AI-powered backend that continuously captures, synthesizes, and contextualizes the information that matters to your business. It's not a dashboard you'll never log into. It's not a generic report. It's a living picture of your competitive landscape built through deep understanding of who you are, where you play, and what's shifting around you.

The Human Side

A guide who's been in the room.

A facilitated strategic intake (The Baseline™ tool) led by an advisor with decades of experience across innovation, strategy, and growth at companies ranging from global consumer brands to high-growth, mid-market firms. The Baseline™ captures what no algorithm can: your leadership team's real priorities, unspoken constraints, and strategic intuitions. This isn't a form. It's a guided conversation with someone who knows what questions to ask and how to listen for what matters.

The Engine

Proprietary intelligence, always working.

Your Baseline™ feeds a proprietary backend that puts your strategic context to work, scanning your competitive landscape, synthesizing market and industry data, scoring growth adjacencies, and surfacing what matters. Continuously. Through the specific lens of your business, your industry, your position. Not a one-time report, but a living system that gets sharper as it learns your world.

The best competitive intelligence has always been reserved for companies that can afford dedicated CI teams, expensive platforms, and retained research firms. TrueApex™ changes the economics. We don't want to replace human judgment, but we are aiming to make the monitoring, synthesis, and pattern-matching that used to require a team of analysts accessible directly to leadership teams.

How It Works

Facilitated discussion, then ongoing clarity.

TrueApex™ starts with a facilitated strategic intake: your context, your priorities, and the questions that keep you up at night. Then the engine takes over.

60–90 min

The Baseline™

Facilitated Strategic Intake

Not a form, but a guided conversation. Competitive landscape, market position, strategic priorities, capability profile and leadership intuitions. Led by an advisor who knows what to listen for.

Automated

Intelligence Profile

Context Synthesis

Your Baseline feeds the engine. It generates a structured intelligence profile: competitive positioning, market dynamics, capability gaps, and growth adjacencies, all framed to your context.

Weekly

TrueApex™ Briefs

Ongoing Intelligence

Synthesized competitive intelligence delivered on your cadence. Competitor moves, market shifts, and strategic implications written for decision-makers, not analysts. Through the lens of your business.

Ongoing

Growth Tools

Strategic Capability

Neighborhood™ maps where to grow next. Horizon™ helps your team game out scenarios and build strategic agility. Tools that go beyond monitoring to build real decision-making muscle.

The Brief

Intelligence that's ready when you are.

Each TrueApex™ Brief is structured to surface what matters and skip what doesn't. No 40-page reports. No raw data dumps. Just the context your leadership team needs to act.

Competitive Moves

Product launches, pricing changes, leadership shifts, partnerships, and M&A activity tracked across your named competitors and emergent threats.

Market Signals

Funding events, regulatory changes, technology shifts, and emerging narratives in your category. The context your competitors are reading.

Strategic Implications

So-what analysis tied to your strategic priorities. Not "here's what happened" but "here's what it means for the decisions you're making."

Growth Adjacencies

Opportunities at your edges: new markets, capability extensions, partnership plays, scored by fit, readiness, and strategic value.

Confidence Scoring

Every claim tagged with signal strength. You'll always know whether a finding is a confirmed development, a credible signal, or an early indicator worth monitoring.

Calibrated to You

Briefs calibrated to your preferred tone, depth, and delivery cadence. Formal for the boardroom. Direct for the exec team. You choose.

TrueApex Brief — weekly intelligence briefing dashboard showing competitive moves, market signals, and strategic implications

TrueApex™ Brief — synthesized intelligence, framed to your business context.

Build the Muscle

Intelligence is the starting line.
Agility is the advantage.

Most intelligence tools stop at "here's what's happening." TrueApex™ goes further with tools designed to build internal strategy and innovation muscle, increase leadership team agility, and help you game out real-world situations before the stakes are live.

Neighborhood™

Where to grow next, and what it would take.

Maps growth adjacencies including new markets, capability extensions, partnership plays, and innovation opportunities, all scored against your strategic position, readiness, and competitive context.

Neighborhood™ doesn't just show you options. It helps your team build the analytical discipline to evaluate them: which moves to make, which to monitor, and which to walk away from.

Available in Beta

Horizon™

Rehearse the future before it arrives.

Scenario planning and strategic foresight for leadership teams that want to think further out. Stress-test your strategy against multiple futures, game out competitive responses, and build the muscle to move decisively when the landscape shifts.

Horizon™ helps your team get comfortable making decisions with incomplete information, which is the only kind you'll ever have.

Coming Soon

Neighborhood adjacency map showing growth opportunities scored by fit, readiness, and strategic value

Neighborhood™ — growth adjacencies scored against your strategic position.

The world isn't getting any more certain, and we can't change that. What we can change is how ready your leadership team is to respond. TrueApex™ doesn't just give you information. It builds the operating picture, the strategic context, and the decision-making capability that turns uncertainty from a threat into an advantage. You can't control the market, but you can control how prepared you are.

Built For

Leadership teams that are done guessing.

TrueApex™ is designed for the leaders who are making the bets, not the analysts writing the reports.

CEOs & Founders

$10M – $1B companies

You're past the startup phase but don't have a dedicated strategy or CI function. You need to know what's happening in your market without adding headcount or budget for enterprise tools.

Strategy & Growth Leaders

VP Strategy, Chief Growth Officer, Head of Corp Dev

You want to show up to leadership discussions with sharper context than anyone else in the room. TrueApex™ gives you a structured, defensible view instead of a collection of bookmarked articles.

Innovation & Market Intelligence Leaders

VP Innovation, Head of Insights, Market Research Director

You've been making the case for better competitive intelligence for years, and doing it yourself in the meantime. TrueApex™ gives you a structured, continuous intelligence capability without the six-figure platform or the headcount ask. Show your leadership team what's possible when someone is actually watching the market.

Who's Behind This

Jason Kehrer

Founder & Principal · First Domino LLC

A career spent helping leadership teams see around corners, from global consumer brands to high-growth companies to the organizations that serve them.

Innovation & Strategy

Director of Innovation at Newell Brands, leading insights, ideation, and innovation across global consumer brands.

COO/GM of The Image Group, focused on brand strategy and creative communications for purpose-forward companies.

Managing Director of NewNorth Center for Design in Business, teaching design strategy and innovation to C-suite leaders.

Founder of First Domino, a consulting practice helping leadership teams build strategy, unlock growth, and think differently about the problems in front of them.

The Thesis

The best competitive intelligence has always been reserved for companies that can afford dedicated CI teams, expensive platforms, and retained research firms.

AI changes the economics. Not by replacing human judgment, but by making the monitoring, synthesis, and pattern-matching that used to require a team of analysts accessible directly to leadership teams.

TrueApex™ is the tool I wished existed for every growth-stage client I've worked with. So we're building it.

Let's talk.

TrueApex™ starts with a guided conversation with Jason Kehrer, a strategist and innovation facilitator who's built his career helping leadership teams see what they're missing, challenge what they assume, and move with more clarity. Thirty minutes of collaborative exploration: your business, your competitive context, and whether TrueApex™ belongs in your toolkit.

Book a conversation or email us at trueapex@firstdomino.co

No pitch, no pressure. Just a conversation with someone who understands your world and can tell you whether this is worth pursuing.