The Filter is a software business founded on a simple idea; that too much choice is really not great for consumers.  It's an  extraordinary venture in many ways. It was created by a physicist and a rock star, it's headquartered in the City of Bath in England and despite the recession is enjoying unprecedented growth after completely changing its business model. 

The Filter enables publishers, aggregators and platform owners to better understand the tastes and preferences of their users and consequently improve the relevance of promotions, recommendations and eCRM. In short, it improves the user experience and as a result improves revenues.

The Filter was once just a destination website, designed to help consumers navigate through a world of infinite content. Today, the complex algorithms and analytical capabilities behind the site are licensed to some of the world's largest publishers, aggregators and platforms on a 'Software as a Service' basis (SaaS).

CEO, David Maher Roberts, is understandably upbeat about the company's good fortunes. He's realised that he has a product which can only become more and more valuable as the web makes more and more content available to all of us. Changing the core business strategy was a brave but inspired move.

This video was produced by my company for The Filter as a B2B marketing tool. Hopefully speaks for itself but I do need to address a couple of FAQs. The narrator on this video is a retired Anglican priest called Peter Cheesman and the opening bars of piano are from Peter Gabriel's exquisite composition 'The Drop'. The rest of the music was written and produced by me in my home studio.