Commerce. Growth. Science.

Growth can be simple.

Divergent Logic is building the Commerce Decision Intelligence Layer—helping brands understand what is changing, how their growth system is performing and what to do next.

For founders, commerce leaders and CMOs accountable for a commercial number that has to survive the boardroom.

Start a working conversation Explore the Growth System

The questions

Three questions sit behind every growth decision.

What is happening around us?

Markets, consumers, competitors, technology and changing buying behaviour.

How is our growth system working?

Where growth is being created, constrained or lost.

What should we do about it?

What to do next, in what order, and where to invest.

Then: did it work, and what did we learn?

The growth system

Your growth system has seven connected parts.

Market + competitive

Media + demand

Content + creator

Commerce + agentic

Funnel + checkout

Commercial + economics

Measurement + data

Each can be improved on its own. The greater advantage comes from understanding how they work together.

We can work across the whole system or focus on the part that matters most right now.

Explore the Growth System

The operating reality

The growth equation has outgrown human-scale decision-making.

Customer demand, commercial systems and financial performance are still read separately - even as each becomes faster-moving and more interconnected. That makes it harder to see what drives revenue, protects margin and deserves the next dollar of investment.

Distributed influence

Demand is shaped across paid, owned and earned media, retail platforms and commerce surfaces—often long before it converts.

Disconnected commercial systems

Media, creative, ecommerce, measurement and finance systems each hold part of the picture, but none connects the full growth equation.

Human and machine decision-makers

Brands must win humans who experience and choose, and machines that read, compare, verify, recommend and act.

Together, these shifts create more signals and interdependencies than teams can continuously monitor, connect and act on alone—but the decision can still be simple, even when keeping the growth system behind it current and connected is not.

Our work sits closer to the CFO and the growth equation than to the media plan.

The intelligence layer

Four types of intelligence connect it all.

World Intelligence

What is changing?

Evidence Bank

System Intelligence

How does this brand grow?

Cartography

Operating Intelligence

What are we doing about it?

Workbench

Reasoning Intelligence

What should we do next, and why?

Atlas

Atlas reasons across the other three and turns outcomes into new evidence—creating one connected intelligence system for better growth decisions.

AI-assisted. Evidence-grounded. Human-governed.

Engagements

Start where the problem is.

A material growth decision

Commerce Growth Decision Diagnostic

One material decision. Four weeks from an evidence-ready start. One defensible answer.

Agentic readiness

Agentic Readiness Score

A focused assessment of readiness for machine-mediated commerce.

One part of the growth system

Focused Engagement

Go deep where the problem is already clear, while keeping the wider system in view.

The starting point can be narrow. The thinking stays connected.

Explore Engagements

The operator

Senior judgment, close to the work.

Founder-led by Gautham Maediratta, with more than twenty years across digital media, commerce, platforms and analytics.

More about the firm

20+ yearsDigital media, commerce, platforms, analytics, entrepreneurship and AI-native operations
NORTH AMERICA + APACBuilt businesses across Canada, the US, India and the wider APAC region.
Executive turned entrepreneurLeadership experience across WPP, Omnicom and Microsoft, followed by two ventures.

The thinking

How we read the market.

Read the thinking

Decision Systems

Start with the right question.

Bring us a material growth decision, a specific growth problem or the part of the system that concerns you most. We’ll determine the smallest useful place to start.

Start a working conversation