About
A small practice, by design.
The Decided Org is an advisory practice for service-industry leadership teams that want their identity to be a working document, not a wall poster. Small number of organizations per year. Every engagement led directly by Alex. We will tell you if we are not the right fit.
The Founder
Alex Lamotte-Hysbergue.
I spent fifteen years inside operating teams at citizenM, Mandarin Oriental Hong Kong, and a handful of advisory engagements at hospitality groups in Europe. Most of the work I’m proudest of was not a strategy I authored. It was a moment when a leadership team I worked with finally said, on the record, what the organization refused to compromise — and what it was choosing not to do.
The Decided Org is the practice I wanted to exist when I was the CIO trying to make hard calls without that shared agreement to lean on. The work is small, deliberate, and entirely senior-level. I engage directly with every team; there is no junior delivery layer; and I will turn down engagements where I cannot see how the work will land.
I travel for every on-site engagement. Most of the practice is in North America and Europe. The practice is capped at a small number of Workshops and Audits per year. The constraint is the work, not the calendar.
How we work
Four operating principles.
Each of these constrains the practice in a useful way. They are why we say no to certain engagements, and why the engagements we say yes to look the way they do.
01
The work is the team’s, not ours.
We facilitate; the leadership team produces. If the artifacts at the end of an engagement are ours, we have failed. Identity that survives Monday morning is identity the team authored together — not advice handed down by an outside firm.
02
Restraint is the brand standard.
We will not sell you services you do not need. The Self Assessment is free; the Audit only exists for organizations that cannot yet name what’s wrong; many engagements end at the Workshop, not Stewardship. If a quarterly check-in is enough, we’ll tell you it’s enough.
03
Senior work, in person.
Workshops are on-site. Audits are on-site. Stewardship is mostly remote — but the foundational work happens in a room. The seam between intention and operation lives in a room; resolving it does too.
04
Small on purpose.
Approximately eight Workshops a year is the practice’s ceiling — because each one is bespoke and because Alex delivers each one directly. Scale would be a different business and would compromise what makes this one work.
Where we work
Service industries, primarily.
The practice has a sector bias because identity work in service industries has a particular shape. Where the product is the people — and where brand standards meet operational reality every shift, every day — alignment is the variable that compounds.
Hospitality and premium retail are the largest share of our client base. Cultural institutions, professional services partnerships, and family-owned multi-site businesses make up most of the rest. We have done useful work in food and beverage, beauty, and small-format retail. We do not work in software-only businesses or pure-play e-commerce — different problem, different practice.
Where we’re based
Provence — and on planes.
Every Workshop and Audit happens on-site at the client's location — travel is included in the workshop fees, or built into every estimate. North America is the heart of the practice; several engagements each year are in Europe, and occasionally the Middle East.
For billing reasons, the legal entity behind the practice is Niji Labs LLC, based in Scottsdale, Arizona. All contracts and invoices come from there.
Next step
Three minutes. Free. No pitch.
The Self Assessment is the right first step — for you and for us. It tells us both whether the work is the right next move.
Take the Self Assessment →