Part Human
Pete Andrews & Michael Lennon
How two founders turned Earls Brand + Supply into Part Human, a Boston-area studio built on the idea that people feel first and that brands should too.
Welcome to the open-source case for Part Human. Founded by Pete Andrews and Michael Lennon, the company exists to close the gap between businesses and the people they serve — built on the conviction that the most interesting truth about a person never shows up in a spreadsheet. What makes this story worth the treatment is the unlikely pairing behind it: a kid from a Boston suburb who took things apart to see how they worked, and a senior biologist who led more than 120 lake, pond and wetland restoration projects, now building brand strategy on how people actually decide — feeling first, logic after. To understand it fully, this case reads the company through four lenses: the Founder Story traces how Pete and Michael came to it, the Golden Circle names why the company exists and how it tells that story, the Lean Canvas maps how it operates and earns across five published engagement tiers, and the Empathy Map gets close to the Leader Who Feels the Urgency — the person whose brand no longer matches the business or the market.
