About us — Uncommon Business
We combine strategy, consumer and cultural intelligence, design and AI so global teams can make decisions in a market they don't live in, and defend them at headquarters.
Origin
Uncommon Business was founded in 2014 in Mexico City by Bernardo Torres, Founder & Executive Creative Strategy Director. It started as an alternative to the traditional consulting model: fewer presentations, more decisions actually taken.
Purpose and way of working
We turn cultural intelligence, human behavior and technology into decisions, products, services and new businesses. We work with a multidisciplinary team of strategists, researchers, designers and innovation specialists, operating on our own system: The Uncommon OS (Patterns / CAIOS, AI-Enabled Innovation Factory, Strategic Focus).
Culture, business and technology
Our thesis: culture moves before the market does. We read cultural signals with human judgment, run them through AI that lives inside the work, and turn them into business decisions you can measure.
Bernardo's role
Bernardo Torres founded Uncommon in 2014 and leads the firm's creative strategy. Learn more on his personal site or his innovation consultant page.
Sectors, markets and clients
Sectors: banking and insurance, FMCG, retail, automotive, energy, fintech and professional services. Markets: Mexico, Spain and Latin America, from Mexico City. Clients: global corporations, regional teams and ventures that need to decide better and faster in this market. Contracting entity: Uncommon Business S.A. de C.V. We invoice in MXN, USD and EUR, and work on your MSA and NDA.
Frequently asked questions
What is Uncommon?
Uncommon is a strategy and consumer intelligence firm founded in Mexico City in 2014. Global companies work with us when they need to decide, launch or fix something in Mexico, Spain or Latin America.
What kind of consulting firm is Uncommon?
A strategy and consumer intelligence firm with its own method (The Uncommon OS) combining market entry strategy, cultural intelligence, concept validation and applied AI. Not an ad agency, not a traditional slide-deck consultancy.
Where does Uncommon work?
From Mexico City, for Mexico, Spain and Latin America. Work is delivered in English and Spanish.
How is Uncommon different from an innovation agency?
An agency delivers campaigns or workshops. Uncommon delivers decisions taken, prototypes real consumers have tested and growth systems you can run. The work ends in measurable outcomes, not presentations.
What kind of projects does it do?
Business strategy and executive prioritization, product and service innovation, customer experience, go-to-market, and cultural intelligence systems with AI (Patterns / CAIOS).
Does it work with startups?
Yes. Uncommon works with startups and ventures that need strategic clarity and execution speed, in addition to corporations.
Does it work with corporations?
Yes. Most published work is with global corporations in banking, FMCG, retail, automotive and energy across Mexico, Spain and Latin America.
How does it incorporate artificial intelligence?
Through CAIOS (Cultural AI Operating System), the method that runs through everything the firm does: a human read on culture combined with AI inside the work, feeding decisions, intelligence and execution.
Who founded Uncommon?
Bernardo Torres, Founder & Executive Creative Strategy Director, founded Uncommon in 2014 in Mexico City.
How do I start a project?
With a brief. Start one at noescomun.com/brief or write to lonuevo@noescomun.com. The first brief is where the project takes shape, and it can be done entirely in English.