Who We Are

LG Associates was established in 1992. We operate as a marketing, strategic planning and qualitative research consultancy serving the needs of Fortune 500 corporations, entrepreneurial start-ups, privately owned and venture-backed companies as well as marketing and consulting firms.

For more than twenty years, we have helped clients across a diverse spectrum ranging from consumer products and services to retail, manufacturing, distribution, utilities, energy, real estate, marketing agencies, consulting firms, entertainment, financial services and academia understand – in completely fresh and insightful ways – what truly motivates those they seek to influence and capitalize on those insights to craft winning strategic solutions.

About Linda Goodman

Linda Goodman has mastered the skills of provocative questioning and intuitive listening to uncover the hidden motivations behind how and why people – customers, employees, vendors, donors, members and stakeholders – make the decisions they do and take the actions they take. Her proprietary methodology and seasoned judgment in assimilating these findings have consistently yielded powerful insights enabling organizations of all sizes and within all sectors to generate more revenue, enter untapped markets, acquire new customers, identify profitable ancillary opportunities, turn around companies in crisis and strengthen relationships.

In a multi-dimensional and richly varied career, Linda’s strategic planning, marketing and research expertise was honed in senior management roles within Fortune 500 corporations analyzing and resolving critical roadblocks to their growth. From these experiences she gained a broad base of hands on knowledge overseeing functions that crossed several disciplines including marketing, strategic planning, sales and operations in industries as diverse as retail, hospitality, and entertainment. This wealth of experience shapes her unique perspective on creating the vision and leadership that helps build successful companies.

Linda’s retail background includes serving as the Senior Marketing Officer and member of the Executive Committee for divisions of Federated Department Stores and Cole National. Additionally she headed the merchandising, marketing, store operations, and catalog divisions of The Body Shop USA.

Within the entertainment industry Linda spent eight years at American Broadcasting Company where she eventually conceptualized, built, and served as Corporate General Manager of one of the most successful business development operations in the Radio Division’s history.

During her tenure as Chief Marketing Officer of Thomas Cook Travel USA when it was the world’s largest travel organization, she ran the company’s second largest profit center and spearheaded the development of proprietary branded products within a commodity industry that generated over $10 million in new revenue within six months and received media coverage around the world.

She has crafted a competitive strategic plan that became a Harvard Business School Case Study, spearheaded the launch of profitable new ventures and been credited with creating a blueprint that resulted in the successful turnaround of a multi-billion dollar company.

Linda, Principal of LG Associates, is also the co-author of “Why Customers Really Buy: Uncovering the Emotional Triggers that Drive Sales”. Her book introduces Emotional Trigger Research, a provocative in-depth technique that goes beyond what is said to uncover what is really meant.