New Rules

Redesign how work happens, where it actually delivers value.

We help senior leaders who own the results focus on the work worth changing, test the change for real, and build the case to invest and implement.

  • Frontline ops
  • Service & Experience
  • Retail
  • Corporate teams
  • AI at work

Why New Rules

  1. For decades, business ran on the five-year plan.
  2. Then the world sped up.
  3. Plans broke faster than they could be written.
  4. The ones keeping up test in weeks, not years.
  5. New speed. New rules.

Recent work

Work, redesigned in reality.

Work led by Cam and Fabio, before founding New Rules.

Team Member Assistant for Frontline Operations

A store team member checks a handheld device on the shop floor

“How can we use AI in our stores?”

100+team members and managers using it in the live store, and growing
Focus
We set a future-state vision for an AI-enabled store operating model, and mapped the jobs and pains of team members on the shop floor. From these we framed hypothesised solutions and benefit opportunities, then asked what must be true for each to meet reality.
Design and test
Exploration and experimentation ran in parallel, with low- and no-code prototypes testing early desirability and need with team members. They converged when we stood up a project team in store, building and refining daily from real shop-floor data. Fabio steered it through IT and AI governance.
The case
Evidence from a live store made the case. It is now in production for managers and team members at Kmart, designed for deployment to its 40,000+ store team.

RFID for Retail Store Operations

Illustrated store plan with RFID readers tracking stock between stockroom and floor

A stretch goal for stock accuracy, with no proven playbook to follow.

95%inventory accuracy, met in one controlled trial store
Focus
Our GM set a stretch goal that meant solving two hard problems at once: locating and counting every product across the entire store, and labelling every current and new product with a single RFID label type.
Design and test
We developed product archetypes as the labelling approach, refined over six months of label tests. For location, we combined fixed and worn RFID readers with algorithms that assign each product's position as it moves, so stockrooms no longer need a full scan. Proven in a full-store prototype.
The case
The goal was met in the trial store. The work moved to a funded product squad, which took the hardware to tender.

Product Specifications, Redesigned Around AI

More than 1,000 products needed new RFID labelling specs.

Up to2 hourssaved per product, across more than 1,000 products, with 60⁠–⁠70% going straight through
Focus
Extending RFID to general merchandise meant re-specifying labelling for more than 1,000 products. The workflow was manual: for each product, someone opened the spec sheet, cross-checked the RFID guide, chose one of 50+ archetypes and briefed product sourcing. That took up to 2 hours per product, across teams.
Design and test
We redesigned the workflow around AI. It reads each product's design and labelling spec sheet, classifies it to an archetype, and routes it to product sourcing with the guidance attached, or flags it for manual review.
The case
The tool is in use. 60–70% of products now pass straight through with no time from the product team, and specialist judgement is kept for the exceptions.

New Rules Labs

Our lab is focused on store operations.

New Rules Labs explores where work is heading as the rules change, and builds working prototypes to test it. Every article, experiment and internal project from the lab lives on the retail site.

See the retail work

How we help.

Senior people on your challenge, working with the people who do the work, in the tools you already have.

  1. 01

    Focus

    Where should we change the work, and where not?

    Stakeholder views, where the time goes, the size of the prize.

  2. 02

    Design and test

    What should we build, and will it work for real, at scale?

    Working prototypes in your tools, trialled on live work with the people who do it.

  3. 03

    Build the case

    What's it really worth, and how sure are we?

    Adoption and results measured, critical assumptions tested, the benefit sized.

Two senior partners, on your challenge.

Fabio Oliveira

Fabio Oliveira

Vision + commercial

Former Head of Innovation and Design, Kmart and Target Australia. Former Director, Innovation Centre, WorkSafe Victoria.

Cam Birrell

Cam Birrell

Strategy + design

Former Innovation Strategy and Capability Manager, Kmart. Former Acting Director, WorkSafe Victoria.

Who we've worked with

Two ways to start.

Each has a clear end point, and ends with a decision you can take to whoever holds the budget.

  1. A result you own isn't moving, and there's no clear answer yet.

    Something important needs to improve, like getting new operators to diagnose faults in months rather than years, but the right solution isn't clear, or it has stalled internally. We own the challenge and build to learn, so the decision to invest is made on evidence.

    Project Challenge

    Usually 6 weeks · start with a conversation

    Bring us the challenge
  2. Your team has AI tools, but the work hasn't changed.

    For the leader of a function and their leadership team. We pick the work worth changing, redesign it with your people in the tools you already have, and measure what it delivers.

    AI program

    Step 1 · 10 working days · $7,500 $5,000 for founding clients

    Download the AI program guide

Already have a business case, but it's stuck?

We find the risks and assumptions stopping it being approved, check each against your evidence, and design the quickest way to settle the ones that matter.

Evidence Check

5 working days · about 2 hours of your time · $10,000

Bring us the case

Not sure which fits?

Thirty minutes. Tell us the outcome you own and what's in the way, and we'll tell you which first step makes sense, or whether none does.

Book a 30-minute call

If something important is held back by uncertainty, let's talk.

Tell us the outcome you own and what's in the way. A sentence is enough. We'll reply within two working days.