MEET THE EXPERT BEHIND OUR decision intelligence
STEVEN LEWIS
FOUNDER & STRATEGIC DIRECTOR
Steven has spent 30 years mastering decision psychology through direct response copywriting for clients including Rolex, Intel, Microsoft, Coca-Cola and HP.
He's been training AI for marketing strategy since February 2021—4+ years before most firms even considered it. That timeline advantage created expertise impossible to compress if you were starting today.
Steven's professional services background includes:
- Legal publishing (commissioning editor, Sweet & Maxwell)
- In-house marketing (business development, top-tier Australian law firm)
- Client experience (instructed major international law firms across multiple jurisdictions)
- Consulting experience (global law and accounting firms, national law firms)
He understands professional services from both sides: how firms operate internally and how clients make buying decisions.
The ASI methodology he developed is validated by:
- Stanford research: 85% behavioural prediction accuracy
- Harvard and NYU: synthetic persona survey validation
- Enterprise adoption: UK Foreign Office, EY, BP, J.P. Morgan Payments
Steven has an MA in Law from Oxford University.
Steven brings three decades of decision psychology expertise, 4+ years of AI marketing strategy development, and deep professional services sector understanding to every engagement.
This is marketing expertise mastering technology—not technology attempting marketing.
who we work with
We work with professional services firms —
- Law firms
- Accounting firms
- Consulting firms
- Engineering firms
— who are experiencing:
- Competitive losses where clients "can't tell them apart"
- Generic positioning despite genuine capability differences
- Price-based competition when capabilities look similar
- Panel renewals approaching
- Major pitches in next 90 days
Their partners and marketing directors want:
- Systematic research that finds the problem — evidence they can use to fix it
- 30 years of direct-response marketing expertise that can turn the edge they discover into an operationalised advantage
- AI-powered marketing advisors that can roll that advantage across the business, turning every partner and client-facing team member into a marketing communications expert, consistently applying the firm's positioning
How we help
Start with a 15-minute diagnostic call
Book a call with Steven Lewis to establish whether your positioning gaps are costing you competitive advantage — and whether ASI Research would reveal exactly where those gaps are.
In that conversation, we'll examine your competitive situation, your upcoming opportunities (pitches, panels, market moves), and determine whether systematic client intelligence would give you the edge you need.
You'll leave knowing whether ASI Research fits your situation, what the process would look like, and how it translates into operational advantage your competitors can't replicate.
You might have seen us in
