Radical Simplicity

We bring objectivity. We simplify complex problems and bring the focus on getting breakthrough results.


We seek the truth, diagnosing problems to root causes. Together, we’re looking for the best strategy, not the best idea.

Social Justice

Social Justice. Research shows consumers deeply engage with brands who have a Purpose. Done well, not only is Purpose morally right, it makes for great marketing. Our people believe true equality only comes with racial, economic, environmental and social justice.

Return on Investment

What make us different? Everything. Super Critical Brands was created to deploy highly effective CPG strategies that generate breakthrough ROI. Imagine your brand won 10 more market share points in cannabis? Those are the kind of returns we expect.