Brand Manifesto
Our mission is to make every person better at what they do with data storytelling
Our vision is to accelerate the world’s awareness so that all decisions are smart, fast and data-driven.
But what on earth does it all mean?
When we started The Awareness Company a little more than four years ago, we had the omnipotent yet vague vision of positively impacting the world using technology. From our past lives in defence, peace, safety and security, we understood the data space was difficult for humans and organisations to navigate. And we knew we wanted to make data so easy to understand, anyone can use it to make better decisions.
As we built our tech, HYDRA, we refined what we were actually building - data storytelling. At that time in 2018 (and even now), data storytelling was a relatively undefined concept.
We knew it was powerful though. The ability to turn data into stories that are useful to humans. To turn numbers and graphs into insights that a farmer can use to increase their crop yield or a hospital can use to reduce their energy usage. That a national power plant can use to optimise their operations, reduce fuel fraud and save R100 million a month. That a mine can use to protect their people and equipment or a game reserve can use to protect our rhinos and other magnificent wildlife.
But we also knew that with great power comes great responsibility. Data storytelling doesn’t just happen at the end, as most of us believe. Data storytelling happens at every stage of the data value chain.
From the past to the present to the future, everyone needs to know, understand and react to what happened, what is happening and what will happen.
In the past four years, we determined that data storytelling is not just data storytelling at all. It is a combination of historical knowledge, real-time awareness and future stories.
This is Data Storytelling. Redefined.
The past, the present and the future. The three great divisions of time. We want to tell you the right story at the right time, so you know exactly what happened, what is happening, and what's going to happen.
We’re helping humans and organisations navigate the data space by making complex data creation and analysis automated and fast. One of our brand elements, the HYDRA astronaut, is a reflection of this, bridging the gap between the known earth and the unknown data space.
The Power of Three
Like Pythagoras, we’ve always been taken with the number three, albeit for different reasons.
While the great philosopher believed that the number three was the most noblest of numbers because of arithmetic, our fascination began with the wholly trinity of situational awareness: perception, comprehension and projection.
These three concepts; the perception of the elements in the environment within a volume of time and space, the comprehension of their meaning and a projection of their status in the near future (Endsley, 1988), is a direct correlation to historical knowledge, real-time awareness and future stories.
Three powerful levels of insight aligned to the three parts of time.
The number three showed up in other ways too. We currently have three founders. We operate in any sector, any situation but we visualise our operations according to the three layers of the earth (which is the third rock from the sun): We start underground, in the earth’s core where our natural resources are found, then we go up to our land with farms that produce our food and then above that is our natural and built environment; our cities, organisations, communities where we work, live and play.
Our logo reflects all of this with the three spokes. So. Our mission is to make every person better at what they do with data storytelling. Our vision is to accelerate the world’s awareness so that all decisions are smart, fast and data-driven. What does it really mean? We help people who help the world.
Who helps the world?
Everyone.
We’re for everyone.
Join us on this journey.
To the future,
Estelle, Shazia, Priaash (ESP)
Founders of The Awareness Company
