creative collaboration

Michelle Helin and Linda Goodman first met while working for ABC in New York City. Linda was General Manager of one of ABC’s Corporate Radio Divisions and Michelle was Corporate Vice President of Special Services.

Both Linda and Michelle have had a lifetime interest in understanding what motivates human behavior. After leaving the corporate world, it was a natural next step to apply their interest and experience in this arena by helping companies uncover and leverage the critical insights that create winning strategies: insights that drive sales, launch new products and services, and build lasting customer relationships.

As long-time professional associates, Linda and Michelle frequently collaborate on large projects with clients across the United States and around the world. Most recently they coauthored the book Why Customers Really Buy: Uncovering the Emotional Triggers That Drive Sales , which introduces emotional trigger research, an innovative new technique enabling businesses to uncover and make use of customer emotions to advance their objectives and literally transform their companies.

Linda resides in Avon, Connecticut, and Michelle’s home base is Houston, Texas.