A framework that no longer needs its creator in every room

Where they started

Hiya Marketing’s Relativity Framework® is an organisational operating system for complex B2B organisations, the ones with long buying cycles, technical products and buying committees. It’s enabled by AI and powered by employees, and it gets marketing, sales, product, customer experience and commercial teams building go-to-market together, tied to the business ambition and to the organisation’s real ability to execute.

It comes from Barbara Stewart’s 23 years of working with global organisations worth billions, and a pattern she kept seeing. Strategy looked aligned on paper, then fragmented the moment it reached execution. Each function optimised its own piece, buyers felt the joins, and nobody could see the friction, because it lived between the teams rather than inside any one of them. The framework is built around one equation, Effectiveness = Momentum × Clarity², because, as she puts it, “momentum without clarity just moves you faster in the wrong direction.”

For years she ran it by hand, with the workshops designed and delivered in Mural and the outputs pulled together afterwards. It worked, but it depended on her being in the room, and the thread from one workshop to the next lived in her head and in documents. Off-the-shelf workshop and survey tools could capture what people said. None of them could hold the framework’s logic, carry one workshop’s decisions into the next, or protect the IP. What she needed was “a gated, enterprise-grade platform built around the methodology”, and that meant building one.

What we built

The platform took a year, because there was nothing like it to start from. The AI sits inside the framework and does three jobs. It drafts, so a team never stares at a blank template. It checks, flagging anything vague, unsupported or inconsistent while the team is still in the room and can debate it. And it connects, working from what the organisation has already decided, from Business Ambition through to Measurement & Learning, so the thread between workshops is carried for the team. The team owns every decision. The AI carries the load, so people spend their energy on the conversations that create the alignment.

Most of the framework’s value is in how a group debates and decides, which is the hardest part to turn into software. So before a real team used it, eight workshops were run end to end on a fictional organisation, and every AI prompt was tested against what a real team would need. That’s where the AI facilitation proved to be the strongest part of the platform.

It’s hosted in the EU, with every client’s data kept separate, and it’s built for unlimited users, so the whole organisation can take part.

What changed

Relativity no longer depends on one person holding every thread. Hiya Marketing runs the first set of workshops with a client and trains the client’s own people to facilitate the rest, while the platform holds the logic and the continuity between sessions. So Hiya Marketing can work with many more organisations at once, and each one needs far less of Barbara’s time.

It’s also let Hiya Marketing package Relativity as clear building blocks an organisation can step into, in place of one large consulting engagement. The aim, in her words, is “to build internal capability, not dependency.”

Where it goes next

Relativity is getting ready for launch, for two kinds of organisation: those bringing new solutions to market through strategic launches, and those growing an established portfolio. We built it with Hiya Marketing as a partnership, and we’re carrying on building it together. Once it’s been in use for three months, we’ll add what’s changed here, anonymised wherever a client needs it.