George Eich Institute / George Eich
GEORGE EICH
Experience with OKRs led to an earlier question: which priorities have evidence that they deserve resources?
Even perfect execution cannot fix the wrong priority.
"Before executing better, we need to separate opportunities to create and capture value from impulsive decisions that only create more complexity."
George Eich is a researcher of the Need-Based Era, an entrepreneur, and founder of the George Eich Institute. He created the ICAN metric and the discipline Need-Based Decision Science, which structures strategic decisions around real market needs.
In 2014, fundou a CoBlue, a pioneer in OKRs in Latin America, and later Vinners. After more than ten years helping organizations turn strategy into execution, he identified a problem that comes before goals: execution does not fix the wrong priority. That experience led to Need-Based Decision Science. Since 2016, he has mentored more than 640 startups through Startup SC / SEBRAE and advised more than 500 companies.
Every form of value creation starts with a need.
Researcher and Pragmatic.
Two rare capabilities combined: seeing what the data reveals and quickly structuring what to do with it.
Measure before forming an opinion.
- Real needs before internal hypotheses
- Market evidence before intuition
- Recurring patterns before isolated exceptions
- Data that challenges conventional wisdom
- Published findings, not only private insights
"What is the data really showing?"
Turn evidence into an applicable structure.
- Clear diagnosis and criteria
- Evidence-based priorities
- Proprietary frameworks and metrics
- Tools that operationalize the method
- Decisions with direction and measurable impact
"What do we do with this?"
We identify where value exists. We structure how to create it.
"Help organizations identify where the greatest potential for value creation exists and direct strategy, resources, and innovation toward the needs that truly matter."
We never manipulate data. We never publish studies for political interests. Market truth always comes first.
The customer’s direct voice, processed through an explicit method and compared with the company context. It is not merely focus ON the customer; it is focus FROM the customer.
Every decision should increase the organization’s capacity to create, capture, or preserve value, with tracked outcomes and clear attribution limits.
George’s experience with CoBlue and OKRs opens the conversation. The Institute builds credibility in prioritization through research, method and documented applications, rather than assuming institutional leadership.
George also brings Need-Based Decision Science to corporate stages.
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