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Gretchen Goffe

Founder & CEODTLiveLAB

Columbus, OH

Member Since December 2022


Design Thinking
Customer Experience


Gretchen Goffe is CEO and founder of DTLiveLab, a consulting firm dedicated to helping companies become customer-obsessed at scale. She has 20+ years’ experience in innovation in CPG plus regulated industries such as finance, and healthcare, with a focus on the confluence of human behavior, the possibilities of technology, and the need for business success. She previously served as Executive Director of the innovation initiative at Ohio State University’s Fisher College of Business, where she brought best practices in innovation and thought leadership to the school’s corporate member base. Goffe combined those best practices with her deep experience to found DTLiveLAB in 2016, creating a novel way for design thinking theory to meet practice in live projects and interviews. The organization combines design thinking and empathy, enabling companies to grow revenue and deliver customer-centric experiences that fulfill unmet needs. Goffe says metaphors and analogies are her “second language” because of their power to clarify concepts quickly and allow people to connect to knowledge and experiences they already have. Illuminating complex ideas, supporting understanding, and facilitating empathetic connections drive Goffe’s work at DTLiveLab and beyond.

Published content

10 ways to empower team creativity that will help a company grow

expert panel

Be willing to keep less timely ideas on your radar for future consideration. As a manager, you're responsible for leading a team that can help the company thrive. That is why it's necessary to foster a work culture where everyone's voice matters and they feel heard. If you are seeking team feedback on innovation and new ideas to move the business forward, it can be hard at times to decide which ideas have potential and which ones deserve your attention and should be tested.  Below, 10 members from Fast Company Executive Board share their best strategy for implementing their team's ideas diplomatically and in a timely manner.

Want to deliver great product, customer, and employee experiences? Add scrimmages in 2024


For Fast Company Executive Board member Gretchen Goffe, scrimmages are just as important in work as they are in sports—they help leaders realize the value of investments in people and tech.

Is your business’s creative content becoming too bland?

expert panel

Here's what you might be missing when it comes to attracting and retaining new audiences. In the business world, content is king. This is especially true when you're trying to capture a long-term, loyal audience of potential clients and customers who can help your company grow. But it's not just about promoting your brand of products and services. Being too salesy too soon is often a turn-off for most potential customers. If you take the time to get to know them and their company on a deeper level, you'll have a better opportunity to turn your business into one that is worthy of their long-term trust and loyalty.  To better equip content teams in the coming year, 16 experts from Fast Company Executive Board each share one detail to help them understand how to create relevant content that speaks to their potential and current customers—whether it be through the company website, social media channels, video blogs, or email newsletters.

To align your brand promise with your brand experience, empower people to use their available freedoms


Why brand promise doesn't always align with brand experience, and how you can get your team to live your brand.

13 ways company leaders are elevating their brands’ authenticity

expert panel

If you want to promote authenticity, living your brand's truth starts from within. Becoming a standout business in the industry doesn't just happen overnight. It may take years to build the trust and loyalty that you've sought from potential clients and customers. But before you try to convince people on the outside why they should buy into your brand of products or services, it's also smart to get your internal team on board with the company's core values and mission you want them to embrace. Once you create a solid connection with the stakeholders on your team, they'll be empowered to promote your company as brand ambassadors.  Below, 13 Fast Company Executive Board members share their secrets to exhibiting brand authenticity and remaining true to your core values across the company—providing customers with a great first impression of what the organization truly stands for day to day.

15 strategies to prepare for the ups and downs in the marketplace

expert panel

Hope for the best. Plan for disruption. Life is full of uncertainties, and that includes an unpredictable business environment. What can leaders do to secure their company's future and team stability during tough economic times? One solution is to prepare and plan ahead—based on the market trends—so your company and stakeholders will be ready and skilled to face the challenges that may come your way. Here, Fast Company Executive Board members share their go-to methods that leaders can implement to effectively manage the risk and uncertainty in their day-to-day business operations. 

Company details


Company bio

Customer experience is the new competitive advantage. It’s no longer sufficient to merely say you care about your customers – you have to show it. At DTLiveLab, we help Fortune 500 companies become customer-obsessed enterprise-wide via an affordable and scalable framework that delivers immediate impact. By teaching a human-centered, empathetic approach to innovation and customer experience, we empower employees to contribute to growth goals while building customer revenue and delight. Our workshops feature a “learn-by-doing” approach that includes engagement rewards, live interviews, real-world examples, and a live-coached sprint that facilitates a change in culture: the creation of a system where customer experience is at the heart of every effort. We enable a team to build lasting empathy and design thinking skills, along with frameworks for action that team members bring with them to all future tasks. Whether your goal is to create a sustainable in-house innovation practice or develop widespread empathy and activation, employees emerge ready to remove friction points and grow customer engagement throughout your organization in as little as three hours.


Marketing & advertising

Area of focus

Management Consulting

Company size

2 - 10