A Look Back At 2025

If 2024 was about exploring new horizons, 2025 was the year we found our perfect "new normal." At The Candor Company, we’ve always been advocates for the power of human connection, and this past year felt like a true homecoming for our methodology.

The Power of Balance

The biggest shift we saw this year was a welcome return to a 50/50 balance of in-person and online work. While we’ve mastered the art of the digital deep-dive, there is an irreplaceable magic in being back in the room - whether it is a focus group room, a living room, or even a coffee shop. This pre-pandemic style equilibrium allowed us to combine the power and reach of virtual platforms with "boots-on-the-ground" energy.

Innovation from the Skies to the Streets

Our project list in 2025 was as eclectic as it was forward-thinking. We spent the year looking at the future of how we might live:

  • The AI Frontier: We dove even deeper into the world of AI with business leaders globally, exploring everything from in-house generative solutions, the latest off-the-shelf tools, and what “agentic” really means.

  • Next-Gen Powertrains: We got a sneak peek at the new vehicle engines and systems that aren't quite on the road yet, but will be hitting dealerships near you very soon.

  • The Future of Delivery: We spent time researching drones and how they are poised to reshape the skies—and our expectations for convenience—above us.

New Partners and Old Favorites

2025 also brought us some incredibly rewarding partnerships:

  • We were honored to begin work with a new non-profit client, applying our qualitative lens to mission-driven work.

  • We collaborated with one of the "OGs" of multi-channel selling, helping them navigate the modern retail landscape.

  • A Personal Highlight: Jonathan finally got to work with a luggage manufacturer. As a self-proclaimed "gear head," he was in his element and the clients were thrilled they didn’t have to explain the differences between nylon and polyester, molded tooth and coil zippers, and water-resistances versus water-proof to him!

Collaborative Spirit

While the two of us confer on every single project that comes through our doors, 2025 allowed us to physically tag-team more projects together in the field. There’s a specific energy that comes when both of us are in the room (or on the screen) at the same time, and we loved having more opportunities to bring that dual perspective to our clients this year.

Our Sincerest Thanks

As always, our work is only possible because of our amazing clients. Thank you for inviting us into your Teams and Zoom rooms, your boardrooms, and your biggest challenges. We are so grateful for your continued trust in us to find the truth behind the words we hear.

Here’s to another year of Candor!

— Liz and Jonathan