Groundbreakers don't adapt to the future.
They create it.
The leaders we work with — whether they're scaling fast or transforming an established business — aren’t afraid of change. But AI has them on the back foot, reacting instead of leading. They need to jumpstart progress, replacing scattered AI experiments with a bold vision and a plan to get there.
Groundbreaking is a Human-AI consultancy that turns your business into a coordinated force — with every human and AI decision creating forward momentum.
Our philosophy? Human-first. Customer-centric. Decision-led. All with the explicit aim of measurable business performance.
I’ve worked with complex businesses around the world, including:
Meet the Team
Jen Rice, Founder & CEO
Jen Rice is a 30-year veteran of customer-centric strategy and transformation. She excels at uniting business and tech around customer value —making forward momentum easier, faster, and more profitable. Jen formerly served as the B2B Sector Lead and CX Principal at Forrester.
Mark Zawacki, Strategic Advisor
A Silicon Valley veteran, Mark has worked at the intersection of technology, innovation, strategy, organizational change for three decades. He’s been advising on AI transformation since 2024. Mark splits his time between San Francisco and Amsterdam.
Alessia Clusini, Human Insights
A multi-award-winning ethnographer, Alessia leads the Human-AI Decision Lab — a multi-disciplinary team helping organizations identify, design and embed AI that people trust, adopt, and love. She’s also the co-founder of London-based research firm Trybes.
Alain Thys, Transformation Advisor
Alain is one of the leading experts in human-centric transformation.The author of The Transformation Code, Alain blends common sense, science, art, systems thinking and technology to help people build the world they want, not just put up with the one they have.
Henry Coutinho-Mason, Futurist
Henry is a sought-after speaker on trends and innovation. The former Managing Director of Trendwatching, Henry has also authored two books: The Future Normal and Trend-Driven Innovation. He’s also a guest lecturer at HEC business school in Paris.