nØught: it can mean the digit zero “0”, or literally nothing, as in “all our plans came to nought”. It also holds significance in the field of statistics, where it relates to the null hypothesis, a conjecture which proposes that any kind of difference between the chosen characteristics that you see in a set of data is due to chance.
The pandemic was a rude awakening for many businesses, where their model was truly stress tested. For many, the big hit businesses took during the lockdowns was a kind of chance event, a black swan that no one could have prepared for—the difference between success and failure was perhaps due to chance.
Our company was born during the pandemic, when many of our own partners faced the possibility of their business growth reduced to nought. Our mission then, was to reject the null hypothesis, to find a way of making a difference beyond chance alone, and to help our partners survive and thrive in an increasingly uncertain world. Leaning on a combination of data, design, and business acumen, we found our meaning in not only defying pure chance, but from building stronger foundations by starting from nought.
nØught news is our monthly newsletter highlighting news and analysis from the fields of data, design, digital marketing, and business. Every issue will include: