Starting a software agency of our own has been on the cards for as long as we can remember, and I'm pleased to share with you that today is the day we scratch this itch. All of us have been passionate about computing from the early days, many of us can share stories of cutting our teeth on some of the earliest and arguably the most iconic home computers. I was lucky to start programming in the late 80's thanks to my mummy buying a Commodore 64 for Christmas, a gift that I'll always be grateful for as it was the beginning of the journey that has led me here.

This spark ignited a passion for computing, especially software, that led to a career where I've always been at the forefront of software delivery. Along this journey I've been fortunate to meet some equally passionate people, some of who I'm delighted to say are co-founders in this venture due to our shared passion and belief that technology can empower people.

However, we must acknowledge the dark sides and failures of technology to often live up to its own hype. All of us at uRadical have been through a lot of initiatives and processes believed to help deliver software. The current mindsets being grouped under the umbrella of Agile. But despite the endless adherence to this doctrine projects are still failing, often with high profile and expensive failure:

• Agile cost the BBC £75 million
• Why the FBI Can't Build a Case Management System

Failures with the current status quo aren't always high profile one offs; they tend to occur daily in organisations of any size resulting in late, over budget software that fails to deliver on the initial hopes. We've all been part of this experiencing our share of success and failures.

One of the habits of all the founders is reading and something we strongly encourage everyone at uRadical to embrace. A few years back one book came to our attention, The Outcome Generation by Paul Henderson, this book came to us at exactly the right time to reaffirm many of the conclusions we had reached from assessments of our collective experiences. Some of us were even fortunate enough to apply these ideas in real-world delivery of projects with more meaningful impacts and by far exceeding the performance of other teams within the same organisations. This mindset can best be surmised by Mark Hurd Oracle's CEO:

Let it be a SaaS platform or an agency like uRadical when a customer engages with you, they are looking for you to take them to a desired outcome. This thinking has a long history and has been covered by authors such as Clayton Christensen who's notable works include The Innovators Dilemma, in one of his later books Competing Against Luck when he talks about why a commuter on their morning commute would purchase a milkshake he introduces the thinking of jobs to be done, in how we would look at solving a problem for a customer. The founders and the wider team have worked in a range of roles allowing us to straddle the lines between product and engineering. In previous roles many of the founders have developed product roadmaps that have brought clarity and focus on what is important building less but better features, delivering substantial impacts sooner and faster than the competition. Outcome driven isn't another management fade aimed at the C-level, it is very much a back-to-basics mindset that applies to all levels of an organisation, helping to communicate and work to a single purpose.

We see outcome driven as the next evolution for agencies that will enable them to better serve their clients. Before we dive into what's new with this mindset lets recap what has gone before.

Generation 1: Meet the Requirements

Beginning in the 70's when software was designed to meet customers wants and needs. Competing for new business often involved demonstrating new features, each trying to one up the competition by adding more features. The result was bloated software that was difficult for clients to compare, the only winners in this era were expensive consultants who could advise customers on what they needed.

Generation 2: The Solution Generation

In the 1980's a new generation emerged, this generation took a step back and looked at understanding the problems the customer needed to address. This generation saw the emergence of solutions-selling. This approach stayed with the industry for over 30 years, and while it has served the industry well it has some draw backs. Notably solution blindness, where vendors struggle to see solutions outside the confines of the current methods. Leading to small incremental improvements and while these are legitimate improvements they leave room for a challenger to leapfrog you.

Generation 3: The Outcome Generation

Generation 3 take a new approach, they look at what is the desired outcomes a client needs, thus allowing a client to leapfrog their competition. uRadical is a generation 3 agency, we focus on the futures you need and work to enable these outcomes rather than fixating only on solving today's problems. The by-product of focusing on future outcomes is today's problems will be solved but in a way that enables desirable future outcomes.

uRadical was not only born from a belief that things can be done better but hard-won experience of delivering better outcomes for many industries. We have had the dream of starting an agency for many years, and today is a proud day for us as we launch our generation 3 software agency committed to delivering solutions that not only help today but will enable future outcomes for you.