The people who
stand behind it.
The name on the work is Phil Cowan: twenty-five years across product, design, and engineering. He is not the only one. Martin Naithani manages product and Jill Bradbury manages marketing, both of them on the AI delivery work. Behind them, partner companies on the bench. The firm has been at it since 2011.
Phil, at the work
Innovation Theory, since 2011.
The work stayed the same.
The record runs the whole way through: 140+ engagements. Creative direction on Disney, Pixar, and Universal film campaigns. ShapeShift and SALT Lending launched out of our own office, fractional CTO through SALT’s launch. Fund rails for WallStreetBets, with teams across the US, Europe, India, and Australia.
25 years · 140+ engagements · in business since 2011 · every name above is on the record, losses included
A team of experts. A bench of partners. A human on every call.
Innovation Theory is a Denver company, in business since 2011, that helps clients with business strategy, product, tech, marketing and design, including websites, mobile apps, products and brands. InTheory is its AI delivery practice.
The job is the same. We use AI tools for research and testing. The scoping and the final call still have a name on them. Here is how the work divides:
Phil scopes the work, makes the final call, and signs the result. Twenty-five years across product, design, and engineering, and still at the desk every day.
We build with AI every day. Using it daily is how we know what it can carry and where it drops things.
When a build needs more hands, partner companies step in. These are good people; we have shipped with every one of them before.
Every answer that leaves here passes a person first. And when AI does not belong in your business, we say so: no-go is always an acceptable answer. If we could only ever say go, that would be sales.
We work from Denver,
with teams in several countries.
The practice runs from Denver and has shipped with teams across four continents. Email us from wherever you work.
Innovation Theory
Denver, CO
phil@innovationtheory.com
Who you are
dealing with.
Innovation Theory is led by Phil Cowan, Founding Partner and Application Architect, with twenty-five years across product, design and engineering. Martin Naithani manages product and Jill Bradbury manages marketing, and both are on the AI delivery work. Behind them are partner companies that step in when a build needs more hands. The firm has been in business in Denver since 2011.
People do the work at Innovation Theory, with AI as a tool. The team uses AI for some of the research, drafting and testing. The scoping, the verdict and the final call on anything a client receives have a person’s name on them, and every answer that leaves the firm passes a person first. The free assessment in particular does not rely on AI or subcontractors: the reading and the judgment are the team’s own.
Innovation Theory is based in Denver, Colorado, where it opened in 2011. The practice has shipped with teams across four continents; the WallStreetBets fund rails ran with teams in the US, Europe, India and Australia. No street address is published; contact is by email, phil@innovationtheory.com.
InTheory is the AI delivery practice of Innovation Theory, not a separate company. Innovation Theory is the Denver firm, in business since 2011, doing business strategy, product, tech, marketing and design. InTheory is the part of it that takes AI plans, prototypes and running systems from in theory to in production, through five AI services, with the same people and the same record behind it.