The stories you should be telling.^®

Your brand lives in the imagination of your customers and employees.

The only story that matters^®

Learn your employee's and customer's Guiding Narrative^®

We teach AI to think like your employees and customers.

Custom AI you can trust.

build organizations people believe in.

We help you get there.

Discover

Understand how different employees and customers form their identity.

Validate

Communicate your understanding.

LEAD

Create a shared organizational narrative.

DO YOU HAVE A SHARED ORGANIZATIONAL NARRATIVE?

Build On Values

If you’re successful your people define your organization as a vehicle to amplify their values.

The future of your organization depends your understanding of how employees and customers make meaning of your brand.

The Stories you should be telling

It’s hard to know what story builds confidence in each of your employees or customers.

Most research tells us what people think and do, but not why, leaving us to guess what they value and trust.

There's a Blueprint

A guide to how people form their identity. A blueprint that shows you how to create a shared organizational narrative your audience believes in.

It's called The Guiding Narrative®

As humans, we tell ourselves a story about how the world works and what role we play.

At The Good People Research Company, we call this internal story a Guiding Narrative®.

Build a Shared Guiding Narrative^®

The Foundation to future proofing your organization

Build on how employees and customers form their identity.

Know Your People

The most important story in your organization is the one your people are telling themselves — about their work, their leadership, and where things are headed. Most leaders never hear it. Not because it isn’t being told, but because the tools they rely on aren’t designed to reach it. We surface that narrative — precisely, and in a form leaders can act on.

Align Your Leadership

When leadership understands how people form their identity, alignment stops being an initiative and becomes a natural consequence. We help leaders build the shared narrative that gives an organization its direction — one that people at every level can see themselves inside, and that holds through pressure and change.

Navigate Change

Every significant change — a new strategy, an AI transformation, a merger, a shift in direction — lands differently depending on the narrative your people are already carrying. Leaders who understand that narrative don’t just manage change. They lead it. We give leaders the insight to make change something their people can believe in, rather than something they quietly resist.

Build Lasting Belief

Organizational belief is not a culture initiative. It’s the result of leadership that consistently honors what its people value.

When that belief exists inside an organization, it shows outside — in the brand, in customer relationships, in the equity the organization builds over time. We help leaders build the foundation that makes that possible.

Some good People We’ve Worked with.

Kind Words.

I hope to be able to work with Craig and his team for my entire business career. Their work is unparalleled. They can explain the results and make them actionable. Their unique and highly relevant ethnographic training works very well since it allows them to put themselves “in other’s shoes” better than anyone I know. Their patience, professionalism and attention to detail help drive consistent, accurate business conclusions.

Craig and his team are my resource-of-choice for research projects of any scale; they’re the first call I make and frequently the ONLY call I make. We’ve worked on a number of projects together, and I trust completely their science, productivity, good humor, and business practices. They’re clear, focused, timely, authoritative, insightful, professional. I never hesitate to have them interact with my clients, who respond very well to their work, his presentations, and his analyses. I’ve come to rely on their good counsel, and respect their opinions, especially when they’re different than mine — I trust them to tell the truth and I value their judgment immensely. I never hesitate in giving them my highest recommendation.

Craig and his team have shown us how our customers see our solutions and their relationship with our company, and why. This enables us to understand how and where we can deliver greater value to our network banks every day.

Craig and his team were instrumental to the creation of BBB’s 5 Gestures of Trust, an exciting new framework for consumer – business relationships. Their work supported our effort to keep a 100-year-old brand relevant for today’s audience.

I worked with Craig and his team at Ergobaby for consumer insights, specifically ethnography studies, with complicated recruiting criteria and the objective of gaining a deep understanding consumer segmentation. They came up with a comprehensive plan and delivered in-depth analysis and clear recommendations, on time, and on budget. Working with them was a real pleasure, they listened carefully and asked great questions.

Craig immediately took measures to win the confidence of hundreds of beat cops through whom he observed the operations of the LAPD. By force of his pleasant personality, communication skills, calm demeanor, professionalism and display of sincerity, he won the officers over to his cause. Across the board they quickly accepted him as qualified, sincere and well intentioned.

There is no doubt that Craig Honick played a very special and critical role in bringing about process improvement in one of the largest and most well-known police agencies in America.

What we're learning

May
20
2026

The AI Conversation Your Organization Is Already Having Without You

Craig Honick
Substack

Why the real key to AI transformation likely isn’t technology, talent, or strategy — it’s the story your people are telling themselves about whether you'll do right by them.

Apr
29
2026

Marketing Series #3: What Changes When You Have the Key

Craig Honick
Substack

Third in a special series of articles presented for purpose driven leaders navigating brands in an AI-first world

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