The idea for building a management consulting firm that leverages predictive analytics started in 2003. Staffan had received his doctorate and was traveling the world to present his findings and write articles. During a trip to Budapest to receive the 2002 EDAMBA first prize for best European doctoral dissertation, he started sketching out what the company could look like.
Later in 2003 he met Justin Dangel, a Boston-based entrepreneur with a background from Voter.com and the Red Sox buyout. Justin and Staffan decided to start a professional services company initially called Lime Street Investors (d.b.a. Canback Dangel). After a few false starts (including trying to make a major leveraged buyout), they started working full time in July 2004.