Visuals from ’Taking back Control’ – in-depth conversations with 30 women, between the ages of 35 and 50

Our story, briefly

Since the dawn of the new century, Freedthinkers has strived to do three things well
      • Mine actionable insights
      • Grow good brands
      • Facilitate the future of places

Our landing page is the guide to short case histories.


We see start-ups and scale-ups, leaders and laggards, towns and cities from the inside. We hear their stories. Their potential becomes clear, so do the blockages.  Our purpose is to liberate potential  – the potential of a place, a brand, an enterprise and all who work there.


We put together top teams that include researchers, analysts, strategists, creatives and subject matter specialists. These teams range from 2 – 12, at any one time. We listen, we analyse, facilitate and co-create, always in close collaboration with our clients.

The two partners are Mike Freedman and Pippa Kapelus.

Mike Freedman took elements of his first career as an award-winning copywriter, his time as a brand architect for a bank, a facilitator for an inner-city vision and company culture guide, to start freedthinkers. He plays an active role in most development projects.

Pippa Kapelus comes from a background of in-depth research. She joined Freedthinkers in 2001 to link insight with action; what is with what can be. She designs and runs stakeholder engagements for brand, place and culture.

We can only do what we do with a wonderful array of very talented people who enjoy working with us on projects of meaning.


We have been a virtual operation since birth, apart from a three year experiment in Turbine Hall, Joburg. We work across Southern Africa.

Team leaders

Mike Freedman

Pippa Kapelus

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