George Eich Institute / George Eich
RESEARCHER OF THE NEED-BASED ERA
Creator of Need-Based Decision Science and the ICAN metric.
"Companies don't directly control growth. They only control their capacity to generate value."
"We need to see, before anyone else, where value exists, and quickly structure how to generate it."
George Eich is a researcher of the Need-Based Era, an entrepreneur and the founder of the George Eich Institute. He is the creator of the ICAN metric and the Need-Based Decision Science discipline, which structures strategic decisions from real market needs.
Co-founder of CoBlue, a pioneering OKR company in Latin America, and founder of Vinners, a Brazilian venture builder. Since 2016, he has mentored more than 640 startups through the Startup SC / SEBRAE program and advised more than 500 companies over the past 10 years.
All value generation starts with a need.
Researcher and Pragmatic.
Two rare capabilities, combined: seeing what the data shows, and quickly structuring what to do about it.
Measure before opining.
- Real needs before internal hypotheses
- Market evidence before intuition
- Patterns that repeat before isolated exceptions
- Data that contradicts common sense
- Findings that are published, not just kept private
"What is the data actually showing?"
Turn evidence into an applicable structure.
- Clear diagnosis and criteria
- Priorities based on evidence
- Proprietary frameworks and metrics
- Tools that put the method into practice
- Decisions with direction and measurable impact
"What do we do with it?"
We see where value exists. We structure how to generate it.
"To help organizations identify where the greatest potential for value generation exists, and to direct strategy, resources and innovation toward the needs that truly matter."
We never manipulate data. We never publish studies for political interest. The truth of the market always comes first.
The customer's direct voice, with no internal filter, inside the decision process. It isn't focus ON the customer, it's focus FROM the customer.
Every decision should increase enterprise value. Concrete, measurable results, derived from real, relevant needs.
George also brings Need-Based Decision Science to corporate stages.
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