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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

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. 

20 personal life lessons that build stronger business leaders

expert panel

Industry experts weigh in on the tips that keep their companies (and mindsets) growing successfully.  As a business owner or manager, who is responsible for leading a team to successful bottom-line results, quarter over quarter, it's easy to get stuck in a silo mindset or let fear and anxiety take over—having you falsely assume that every other company or leader has the secret to business growth and high-performance teams all figured out. On the contrary, you are not alone in your ability to face and overcome various obstacles head-on. And you'll be grateful for it along the way. To prove the point, a panel of experts from Fast Company Executive Board admits to having their fair share of ups and downs throughout their career journey to leadership. In this topic of discussion, they share one personal life lesson and what it has taught them most about how to become a better leader for the staff members and companies that they represent.

What every company can learn from customer experience pros


The list ranks the 300 brands that actual consumers (more than 120,000 of them) in the U.S. said they view the most positively in terms of products, services, and treatment of customers. To Goffe, there’s plenty that companies can learn from three of the brands that nabbed top 10 rankings: Buc-ee’s (ranked first), In-N-Out Burger (fifth), and Chewy (eighth).

15 tips for preparing for a team collaboration

expert panel

Preparing adequately for a team collaboration and brainstorming session is essential to ensure that everyone is on the same page and that the session is productive.  Collaboration and brainstorming are critical components of many successful projects. However, they can be challenging to execute effectively. Below, a panel of Fast Company Executive Board members offers some tips to help you prepare for a team collaboration and brainstorming session that can lead to more successful outcomes. Whether you're working on a project with colleagues or leading a team, these tips can help you get the most out of your collaboration and brainstorming sessions.

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