Business & UX

Strategy Consulting

The most successful businesses aren’t just bigger or faster—they are ethically superior, relentlessly innovative, and deeply attuned to their customers’ needs.

I help leaders, entrepreneurs, and UX practitioners unlock exponential growth by leveraging the three essential lenses of strategy.

Gain Sustainable

Competitive Edge &

Multiply Your Impact

Three lenses of strategy

  • A blurry crowd

    Customer Lens: Understand and anticipate behavior, motivations, and pain points

    - Connect human needs to viable business solutions

    - Ensure your product/service resonates deeply and fosters loyalty

    - Uncover the latent needs, hidden desires, and unsolved problems of your target audience

  • Hammer

    Product Lens: Build a preeminent offering that adapts to real customer needs

    - Iterate and refine your Product

    - Innovate by recombining existing solutions

    - Solve new problems your competitors aren’t solving

    - Develop ethical competitive advantage to set you apart in your market

  • Office building

    Business Lens: Engineer a high-leverage strategy that amplifies profit without risk

    - Strategize for Growth and Profitability

    - Increasing repeat purchases

    - Increase your pricing

    - Sell to more customers, expanding market reach

    - Increase efficiency and ease of use

Ready to gain ethical, innovation-driven advantage?

Ethical Competitive Advantage:
The Key to Sustainable Growth

A true competitive advantage is not just about beating competitors—it’s about creating superior value in a way that is sustainable, customer-first, and built on integrity.

By applying these principles, we turn customers into advocates, making growth self-reinforcing rather than reliant on aggressive marketing.

  • Preeminence: Being the only viable choice by deeply aligning with customer values

  • Knowledge Asymmetry: Knowing more about your customers than your competitors do

  • Trust & Transparency: Solving customer problems better, faster, and more ethically than alternatives

  • Risk Reversal: Removing uncertainty so customers feel safe choosing you 

Two Types of Innovation

  • Telescope

    1. Telescope Innovation: Expanding the Problem Space

    Think Bigger. Solve Problems No One Else Is Seeing.

    - Look at the full customer journey—where are the unmet needs?

    - Ethnographic Research: What are the hidden behaviors & latent desires?

    - Adjacent Possibility Thinking: What solutions don’t yet exist, but should?

    Example: Uber didn’t just improve taxis—it redefined transportation by identifying a missing link in mobility.

    How I Help:

    - Identify white space opportunities

    - Uncover customer pain points BEFORE competitors do

    - Build category-defining solutions

  • 2. Microscope Innovation: Reinventing what's Known

    Think Sharper. Solve Existing Problems in a New Way.

    - Competitive Benchmarking: What gaps can be exploited ethically?

    - Kano Analysis: What will delight customers instead of just satisfying them?

    - User-Centered Design: Iteration, co-creation, and behavioral psychology

    Example: Dyson didn’t invent vacuums—it reinvented airflow technology to create a vastly superior experience.

    How I Help:

    - Find differentiation levers that set you apart

    - Optimize existing offerings for greater value

    - Engineer loyalty-driven solutions that justify premium pricing

Testimonials

  • Jay Abraham

    “Translating Josh's very sophisticated knowledge to entrepreneurs brings enormous advantage.” - Jay Abraham

    Jay Abraham, Marketing Pioneer

    https://www.abraham.com/

  • "I made remarkable breakthroughs!" - KB Roowala

    “After our first session, I am looking at our current data from a different lens. I made some remarkable breakthroughs, specifically, that I wasn't focusing on where the major source of our profit was coming from. I have a lot more clarity now!”

    CEO @ Perfumes Los Angeles

    https://perfumes.la/

  • Daniel Sanchez - CEO at Reekolect

    "An indispensable partner for any company focused on research-driven growth." - Daniel Sanchez

    Josh LaMar has been instrumental in shaping Reekolect’s user research, product strategy, and customer engagement. His ability to translate complex behavioral insights into actionable strategies has transformed how we develop products, from early research to post-launch refinement. The frameworks and training he introduced continue to empower our team, helping us build a truly user-centered platform. Josh’s expertise, passion, and strategic mindset make him an indispensable partner for any company focused on research-driven growth.

    Daniel Sanchez - CEO & Founder @ Reekolect

    https://www.reekolectcorp.com/

  • Joe Simon

    “If you want real clarity on what your customers need—and how to turn that into business success—Josh is who to call.” - Joe Simon

    “Before working with Josh LaMar, I was focused on building XPRT2ND with a strong vision but hadn’t fully grasped the power of deep customer insights to drive business growth. Josh changed that. Through his process, he didn’t just provide insights—he helped me see my business through the eyes of my customers in a way that transformed our strategy.

    His ability to extract the right data, distill it into actionable insights, and challenge assumptions helped me refine XPRT2ND into something far more powerful. I came in skeptical, but Josh made me a believer. If you want real clarity on what your customers need—and how to turn that into business success—he’s the one to call.”

    Joe Simon, Founder of XPRT2ND 

  • Gareth Young - Goodlord

    “Josh has a brilliant ability to quickly understand a business's challenges and immediately knows how to solve them.” - Gareth Young

    Gareth Young, Senior Digital Product Designer at Goodlord

    https://www.goodlord.co/

  • Aaron Denham

    "Josh is skilled at framing challenges from perspectives I did not consider." - Aaron Denham

    "I value Josh's expertise in listening, framing, and cutting through the noise to clearly identify and name the root issues at hand. Core to this is Josh's skill at framing challenges from perspectives I did not consider. One of the most valuable lessons Josh imparted is the importance of one's mindset."

    Owner & Managing Director, Center for Family Development

  • Amaury de Thibault

    "I became a true leader." - Amaury de Thibault

    "I saw a transformation in myself as I became more comfortable solving my business challenges and having the difficult conversations that needed to happen.

    "Josh helped me became aware of my full potential and feel more comfortable as an entrepreneur.”

    Founder @ Stakha.io

  • Britta Burlin, Principal Design Manager at Microsoft

    "Hands-down one of the best researchers I have ever worked with." - Britta Burlin

    "Josh LaMar is hands-down one of the best researchers I have ever worked with. His user-centered approach shines a light on the underlying human needs and behaviors that are so critical to understand in product development."

    Britta Burlin, Principal Design Manager, Microsoft

  • Jaime Hwacinski

    "Every time I talk with him, I learn something new."- Jaime Hwacinski

    "Josh is an expert in understanding our customers. Every time I talk with him, I learn something new: a new research methodology, insight around a target user, or trends that impact our products.

    "I rely on Josh’s insights and intuition to uncover target user behaviors, needs, and motivations which is paramount to defining and designing products. Having a highly skilled researcher like Josh to help frame and target the right problems to solve is a huge advantage."

    Jaime Hwacinski, Head of Product, Microsoft Word

  • LiAnne Yu, Anthropologist

    "Keen sense for how to take what we learned to impact the product strategy."- LiAnne Yu

    "Josh is extremely personable and easygoing - he made the whole process fun and exciting. He is also very focused and passionate about his work, and cares deeply about user research. I appreciate his respect for open-ended qualitative research, his empathy for our users, and most of all, his keen sense for how to take what we learned to impact the product strategy."

    LiAnne Yu, Anthropologist, Writer, & Entrepreneur

    https://lianneyu.com/

Clients

Why work

with me? 

I don’t just optimize—I help you think differently and leverage ethical growth opportunities.

  • Customer-Led Strategy: Data-driven insights that eliminate guesswork

  • Innovation Without Risk: Use existing strengths to unlock new revenue

  • Preeminence as a Growth Driver: Build deep customer loyalty so competitors become irrelevant

Ready to

future-proof

your business?

Contact me to begin your transformation into the market leader your customers are seeking.

Let's build a future where your brand is not just recognized, but revered.