Global leadership at PwC
Built and led global knowledge, innovation, and online strategy practices, including a worldwide team of more than 400 people.
Not by arriving with all the answers. By asking the questions that change the conversation.
Technology changes. Markets change. Client expectations change. Founders still need trusted people who ask thoughtful questions, challenge assumptions, and help them make better decisions.
“I have never believed the best consultants are the ones with the quickest answers. They are the ones who ask the questions that change the conversation.”
Genie Lutz
Not just businesses.
People. Teams. Relationships. Markets. Cultures.
I spent much of my primary school years in Jamaica and graduated from high school in Brazil. Living in other countries at a young age taught me something I still carry with me today.
There is rarely only one right answer.
Different people solve similar problems in very different ways. That lesson has shaped every stage of my career.
People often assume I have spent my career in marketing because that is one of the disciplines I know well.
The reality is different.
Across more than four decades working alongside founders and leadership teams, including more than a decade as a Partner at PwC, I learned something surprisingly simple.
The businesses that grow most successfully are rarely the ones chasing every opportunity. They are the ones with the clarity to know which opportunities matter most.
That work has taken many forms: business strategy, marketing, revenue operations, positioning, technology, client experience, growth planning, and transformation.
The common thread has always been the same. Help leaders see the business more clearly so they can make better decisions about what comes next.
Sometimes the issue is marketing. Sometimes it is not. The work starts by understanding the business well enough to know the difference.
My career has crossed business strategy, revenue growth, marketing, operations, technology, client experience, and organizational change. These are a few examples of what that work has produced.
Built and led global knowledge, innovation, and online strategy practices, including a worldwide team of more than 400 people.
Built a Revenue Operations service line and aligned sales and marketing after a merger, helping double revenue while reducing client churn.
Restructured paid acquisition programs that reduced cost per lead by 75 percent in 40 days.
Developed growth and search strategies that achieved number-one rankings and helped create an oversubscribed pipeline for class action matters.
Overhauled the marketing strategy for a 400-unit residential development, helping move occupancy from 10 percent to 100 percent in 30 days.
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Trekking to Machu Picchu reminded me that meaningful progress rarely happens all at once.
It takes preparation. Patience. Perspective. The willingness to keep moving when the next step is not obvious.
That may sound personal, but it is also how I think about business.
Some client conversations stay with me for days. Some problems deserve more than the first answer that comes to mind.
Diving in the Galápagos was not about checking another destination off a list. It was about seeing a completely different ecosystem up close.
Different environments create different behaviors. Different pressures create different adaptations.
Businesses are not so different.
No two organizations succeed for exactly the same reasons. That is why I have never believed in templates, playbooks, or one-size-fits-all solutions.
Founders carry an enormous amount. The responsibility. The uncertainty. The excitement. The pressure. The decisions that no one else sees.
Over the years, I have learned that many founders do not need someone to impress them. They need someone who listens carefully enough to help them see their own business more clearly.
For most founders, the business is not just a business. It is years of sacrifice, reputation, people, and possibility.
Not performance. Not jargon. Not easy reassurance. They need someone willing to tell the truth and stay practical.
The best work happens when there is enough trust to ask better questions and enough care to find the right path forward.
After decades of helping businesses from different perspectives, we both arrived at the same conclusion.
Too many firms begin with recommendations. Too few begin with understanding.
A partner who cares enough to ask better questions.
A partner who does not force every business into the same framework.
A partner who understands that growth, positioning, client experience, visibility, and operations are connected.
Most importantly, a partner who remembers that behind every business is someone who has carried the weight of building it.
We care about our clients’ businesses because we understand what is at stake for the people leading them.
Whether you are navigating growth, wrestling with a strategic decision, or simply looking for another perspective, the first conversation is just that. A conversation.
No presentation. No pressure. Just an opportunity to understand what you are building and whether we may be able to help.
Prefer email? genie@precisionpractices.com
(509) 393-9234
Seattle, WA
genie@precisionpractices.com
