Yes, our name is a Seinfeld reference. We can relate to Kramer's confusion when he calls the intersection of First Avenue and First Street the "Nexus of the Universe."

  • Strategy is like First Avenue. Maybe it's not the most popular avenue in NYC, but it's picked up quite a bit of street cred over the years.

  • Analytics is like First Street. There's some epic real estate, but it's pretty small and most people don't understand what's going on over there.

Then, when the two intersect, people can't tell north from south, east from west, data extraction from insight writing. Maybe it's because our founder lives right around the corner, but we really understand the intersection of First & First.

In all seriousness, there's a big problem in our industry: strategists have great intuition and analysts are great with numbers, and there are not enough people to navigate the intersection. That's why we're here.