We do not want to dob our customers into do something: there is not one-size-fits-all recipe. Our goal is to enable you to independently find sustainable, innovative and creative solutions for your challenges. Lateral thinking is our business: we think around the corner together with you and guide you on paths you did not yet know. We sharpen your eye for possibilities outside the comfort zone and give you the courage to use them. Provocatively we question the existing, lead to lateral thinking and, if necessary, turn processes, ideas, habits and business models upside down.
We approach our task with passion and motivation and ensure that this also applies to our customers. Fun instead of stress is our motto – because whoever motivates and convinces, will successfully master it.
Systematic lateral thinking
Our sound experience combined with our comprehensive theoretical knowledge in the areas of methodology, innovation management and creativity techniques enable us to identify challenges of our customers and to develop innovative solution concepts with their teams, which contribute sustainably to the creation of value and thus to the future viability of your company. We are not satisfied with superficiality: We drill into the depths – even if it hurts. In order to realize innovations in the company and to create a sustainable and lasting culture of change, we apply scientifically sound methods that have been tried and tested in practice:
- We use proven innovation methods, scenario-based decision-making and Systematic Inventive Thinking to generate innovations and promote creativity.
- We use value analysis and attribute value mapping to identify customer needs and portfolio adjustments.
- For the implementation of new concepts we use agile methods such as Google Sprint and Scrum.
Lateral thinking is part of our daily business – we enable our customers to do the same.
Since 2021, this work has deepened into Strategic Clarity — a holistic methodology combining Visual Reasoning, Foresight, and structured decision-making with our existing methods. Learn more at strategic-clarity.site.
The Magnify Innovation Founders: Gisela Zweck and Dr. Tobias Adam
Gisela Adam
Gisela Adam keeps a clear head, even when things get complicated. Years of experience in national and multinational project management across a range of industries — both agile and classical — mean she stays composed under pressure and steers complex initiatives to operational success. She motivates teams, develops creative solutions, and translates strategic goals into concrete, actionable processes. Her positive, constructive attitude drives sustainable results and continues to win over clients time and again. Her standards for quality, efficiency, and effectiveness are high — standards she applies just as consistently at the organizational level.
Gisela Adam has held a number of leadership positions and knows how to work with stakeholders at every level, from operational teams to senior management. Her broad knowledge of organizational processes, strong interpersonal skills, and respectful approach to partners and clients have made her a highly regarded advisor and a dependable operational leader — one who manages resources effectively and guides organizations through phases of growth and change. She also serves as a volunteer examiner for commercial occupations for the Chamber of Industry and Commerce (IHK) for Munich and Upper Bavaria.
A certified project and innovation manager, Gisela studied law at Ludwig Maximilian University of Munich (LMU) and holds a degree in business administration from the Verwaltungs- und Wirtschaftsakademie München (Academy of Administration and Economics, Munich) — a combination of legal rigor and business acumen that serves her well in taking on overall operational responsibility for an organization.
To unwind, Gisela likes to pick up a good book or head out with her golf clubs. She enjoys the mountain views while hiking or skiing, and loves exploring new countries.
Dr Tobias Adam
Tobias Adam is an experienced specialist in creative thinking, helping organizations put it to targeted use for innovation, problem-solving, and optimization: he runs workshops, delivers seminars, and develops both original portfolio offerings and client-specific programs for innovation and problem-solving. He also serves as Senior Advisor to Labbé & Cie., a top executive search boutique serving major family businesses as well as publicly listed market-leading companies, where he brings his Strategic Clarity portfolio — Workshops, Sprints, Strategic Labs, and Advisory & Sparring — to their client base.
In June 2026, Tobias Adam published his book, Strategic Clarity in a Fragmented World. In it, he integrates strategy, foresight, innovation, and decision quality into a single framework — held together by Visual Reasoning, a methodology he developed and refined significantly during his time on the executive board of Parmenides AG. The book brings together the methodological substance underlying his workshop and advisory work.
Tobias Adam gained his management experience across positions in a range of industries. As a lecturer, he also taught Innovation Management, Corporate Strategy, and Business Intelligence at Technische Hochschule Augsburg (Augsburg University of Applied Sciences) and FOM University of Applied Sciences for Economics and Management in Munich. He gained intercultural experience in the Middle East, Asia, and the United States. His positive energy and creative approach to challenges continue to inspire clients, partners, and customers.
Tobias Adam studied Business Informatics at the Technical University of Darmstadt. He also completed a management training program in Business Management at Cornell University in Ithaca, NY. He earned his doctorate at the Department of Technology and Innovation Management at RWTH Aachen University. He is additionally a certified SAP Application Associate (Business Intelligence) and a certified project manager.
In his free time, Tobias enjoys spending time outdoors and staying active through various sports, as well as trying out new grilling recipes. He also invests considerable time training together with his Malinois.