About
About Awestruck Labs
The thesis
Most firms that can see where a category is heading never build the response, and most firms that build are working from last quarter's map.
Foresight firms write reports, agencies execute playbooks, and strategy consultancies produce decks and recommend someone else to implement them. The cycle runs the same way: insight in one place, execution in another, and a translation gap between them that costs months and accuracy.
Awestruck does both inside one engagement, with the same senior team on the read and the build.
How the firm is built
Awestruck runs an AI-native operating model. A lean senior team produces enterprise-class output at a speed traditional firms can't match, because the operating model removes the coordination overhead, handoff gaps, and approval chains that slow them down.
Strategy, foresight, and architecture stay with senior leadership throughout every engagement. The people who do the thinking also do the building.
Awestruck brings in specialized partners for specific builds.
The firm takes 2 to 4 clients at a time so each engagement gets the full operating system.
Founder
Nicole Cathcart
Nicole founded Awestruck Labs to build the firm she kept looking for and couldn't find: one that reads where markets are heading and builds the system to get there, without the translation gap between insight and execution.
Nicole has spent 20-plus years in marketing, product, and design, with 12 of those in healthcare, pharma, and workforce technology building go-to-market systems for companies navigating category shifts in regulated industries, where a wrong call can take years to undo. She has served as CMO of ConsenSys Health, Director of Innovation at Cambia Health Solutions, and co-founded MavenIndex, raising $500K and reaching 1,200 active users in 90 days. She holds three patents in digital health.
Her MA in Communication from Johns Hopkins focused on persuasion theory, credibility models, and the psychology of how audiences process complex information. It shapes how the firm treats positioning, as a model of how a buyer evaluates a category.
Nicole is a digital nomad. She operates globally and writes about living and working unfixed at nicolecathcart.com. Connect with her on LinkedIn.
Talk through where your market is heading.
The first call is a working conversation about your category and what to build next, with no pitch deck.