Refractive Concepts founder Neil Gray is a Marketing executive and consultant who leads with a unique blend of strategic vision and deep relationship-building. He specializes in B2B, B2B2C, Partnerships & SaaS and has extensive experience developing and deploying strategies that drive brand awareness, customer acquisition, and retention. Neil’s thought leadership, strategic insights, and hands-on, full-stack Marketing skills, honed over decades of working with business leaders and delivering results, has gained him trust and respect within the industry. Refractive Concepts builds on Neil’s success to help you to see what your business says and how it is seen and heard. That’s where transformation happens.
Refraction is a physics concept, but for us it is about perspective and the art of understanding how things change when seen from different angles.
It’s about shining a light on your business and helping your business shine.
Refraction is the bending of light as it passes through different surfaces. White light can become a colourful prism when it hits a puddle of water or a pane of glass. Rays of light bend when they pass through the lens of the human eye, producing images—clear, if the angle is right. Photographers use refraction as an artistic technique, creating unique and distorted images by playing with the angles of light through transparent objects.
Refractive Concepts founder Neil Gray is one such photographer. He became fascinated with the way light changes—how it bends, shifts, and behaves differently depending on when and how it hits a surface. A favourite subject of his is a simple collection of glass bottles filled with coloured liquids. On a sunny windowsill, they transform throughout the day. The same bottle can look vivid and glowing at noon, soft and shadowed by late afternoon, and almost invisible at dusk.
As messages, plans, strategies, and campaigns move through different lenses—customers, platforms, markets, internal teams—they bend and shift. The perception of these business elements differs depending on the time, the place, and the person. Unless you understand how that process works, your strategy might miss the mark. Neil built Refractive Concepts to help companies see more clearly, plan more strategically, and execute more effectively—to adapt to shifting light.
