Centricity’s origins sprouted with the musings of a young design/development engineer: How do marketers specify strategies that generate the greatest market, customer, operational, and financial performance possible?

In the innovation era of the time, marketing strategies were promoted to management with bells and whistles and flashy presentations.  And new product failures out-numbered commercial successes by a factor of ten to one or more!

Clearly marketers were wasting tons of money! Pondering the question further: Couldn’t a more analytical or scientific or engineering orientation to marketing decision-making improve success? Wouldn’t more structured, fact-based methods result in better strategy and marketing management decisions?

Perhaps today the answers to these questions are quaint, affirmative truths. But at that time, they were burning unknowns as the young engineer faced a monumental professional challenge.

Having just successfully delivered a nationally visible, high-stakes, high-risk contract to the NHTSA—after failures by two senior engineering managers—he was promoted to Manager, Long-Range Passenger Vehicle Product Planning as a reward. At that instant his mere musings about marketing were transformed into a lifelong mission to improve strategic marketing management decision-making.

Presented with car market attitudinal research data confounding even senior management, the new planning manager combined intuition, engineering problem-solving, and statistical analyses to identify sizable, emerging market segments his employer preemptively captured and eventually dominated for several decades. Product plans derived from these discoveries resulted in a five-fold increase in unit sales volume over following five years!

Conquering this challenge initially demanded a sense or informed intuition of automotive consumers. Fortunately he had served countless retail customers in his family’s automobile sales and service businesses. Interestingly his earliest retail consumer interactions occurred in a lawn mower repair business started at age eight! Collectively these experiences helped develop a keen awareness of consumer behavior and psychology and a lifelong desire to deeply understand why and how customers buy and consume.

Today Centricity helps clients generate lasting, above-average, financial profitability and growth by improving strategic marketing management decision-making and action implementation. We carefully define our consulting mission with each client as described in detailed work specifications and fixed consulting fee contracts. We collaborate with our clients as team members. We deliver our expertise with integrity, empathy, and understanding. We strive to build trust, confidence and long lasting, professional and personal relationships with those we help and those who help us. We know that competency, trust and relationships are the foundations of our success today and in the future.