CHANGE FOR GOOD

What CHANGE FOR GOOD does

Change for Good is a San Francisco-based strategic consulting practice operated as a solo founder-led firm by strategist Jenny Dearing. The firm engages directly with founders and executive teams during moments of organizational change, spanning launch preparation, year-one building, year-ten evolution, and full reinvention. Service delivery is project-based and customized to each client's scope, with no publicly disclosed pricing.

The firm's offering is organized around four interconnected service pillars: Brand Strategy (ethnographic research, segmentation, brand positioning and messaging, user experience audits, opportunity framing), Bringing Products to Market (product roadmap, new product and service development, beta program management, pricing and monetization, go-to-market strategy), Design (identity development, online presence strategy, product and service experience design and development), and Organizational Strategy (leadership planning and development, mapping business strategy to hiring plans, building teams for growth and vital cultures). Engagements are sourced and delivered through direct relationships with senior leadership rather than through productized channels or distribution partners.

The client portfolio is horizontally diversified across nonprofits (Bystander Revolution, The Sarara Foundation), enterprise brands (Minted, West Elm, Newlab), and venture-backed technology companies (Product Hunt, Premise Data, Section, 1337). In several engagements, the founder takes on interim executive or co-founder operating roles, as evidenced by the 1337 co-founder position and interim executive functions at Newlab and Bystander Revolution. The firm is privately held with no disclosed institutional investment, subsidiaries, or parent organization, and has no dedicated product, platform, or technology offering.

Name

CHANGE FOR GOOD

Legal name

Change for Good

Website

https://change-for-good.co

Company type

Private

Operating status

Operating

Short description

Change for Good is a San Francisco-based solo strategic consulting practice founded by Jenny Dearing, serving founders and executive teams with brand strategy, product launch, design, and organizational strategy services during moments of change.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613), Administrative Management and General Management Consulting Services (541611)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Change Management & Transformation Consulting (BPAHAGAC)

akta.pro secondary industries

Organization Design & Change Management Consulting (BPAHACAD), Marketing Transformation & Change Management (MPAAAFAO)

Keywords

• Strategic consulting services
• Brand strategy consulting
• Organizational change management
• Product development consulting
• Go-to-market strategy

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Strategic Consulting Services: Provides strategic consulting services to founders and executive teams during moments of organizational change. Services span brand strategy, product development, design, and organizational strategy.

Go-to-market motion1 record

Distribution channels1 record

Core offering

Change for Good is a strategic consulting practice that delivers four interconnected service pillars to founders and executive teams: Brand Strategy (ethnographic research, segmentation, positioning, and messaging), Bringing Products to Market (product roadmap, new product development, beta program management, pricing, and go-to-market strategy), Design (identity development, online presence, product and service experience design), and Organizational Strategy (leadership planning, hiring strategy, and culture building). The firm specializes in supporting organizations through pivotal transitional moments such as launch, early-stage growth, mid-stage evolution, and reinvention.

Product overview

Change for Good is a strategic consulting firm that provides professional services to help companies navigate periods of change, growth, and transformation. The company offers four interconnected service pillars: Brand Strategy (research, positioning, and messaging), Bringing Products to Market (roadmap, development, and go-to-market execution), Design (identity, online presence, and product experience), and Organizational Strategy (leadership and team development). The firm specializes in serving founders and executive teams during pivotal moments such as product launches, early-stage building, year-over-year evolution, and organizational reinvention.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic consulting service including ethnographic research and segmentation, insights identification and action planning, brand positioning and messaging, user experience audits and planning, and opportunity framing. Designed for founders and executive teams defining or refining their brand.
• Bringing Products to Market Service covering product roadmap development, new product and service development, beta program and advisory board management, pricing and monetization, and go-to-market strategy. Designed for organizations launching or scaling products and services.
• Design Design services including identity development, online presence strategy, and product and service experience design and development. Supports brand expression and customer-facing product or service experiences.
• Organizational Strategy Organizational consulting covering leadership planning and development, mapping business strategy to hiring plans, and building teams for growth and vital cultures. Designed for leadership teams scaling or restructuring their organizations.

Named customers9 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Bystander RevolutioncoreStrategic or Co-development PartnerWorked on brand strategy, partnership strategy, design, interim executive function, influencer strategy, brand identity, online experience design and development, social strategy, measurement and analytics. Bystander Revolution was founded by author and parent MacKenzie Bezos to create peer-to-peer advice about defusing bullying.
• The Sarara FoundationcoreStrategic or Co-development PartnerFounded board member role with involvement in brand strategy, brand identity, partnership strategy, website design, research, beta program management. Foundation invests in Indigenous People, protects biodiversity and fights climate risk.
• MintedcoreStrategic or Co-development PartnerProvided brand strategy, ethnographic research, product category expansion, design, growth strategy, communications, partner strategy, and executive thought leadership. Minted is a design platform reaching over 75 million homes worldwide.
• NewlabcoreStrategic or Co-development PartnerServed in interim executive function role plus brand strategy, design, online experience design and development, strategic partnerships, new product development. Newlab is an ecosystem of 800 entrepreneurs working on transformative technology through public-private partnerships.
• Premise Data CorporationminorStrategic or Co-development PartnerEngaged for brand strategy and online experience design and development. Premise is a data and analytics platform providing real-time intelligence for international development, government, global security and business.
• Product HuntcoreStrategic or Co-development PartnerSupported brand strategy, new product development, growth strategy, and acquisition planning. Product Hunt combined with AngelList to support entrepreneurs in raising money, recruiting talent, launching products and finding early adopters.
• SectioncoreStrategic or Co-development PartnerProvided community research & insights, product marketing, partner strategy, and funding communications. Section, founded by Scott Galloway, makes AI education accessible and helps enterprise organizations deploy AI to workforces.
• West ElmminorStrategic or Co-development PartnerEngaged for brand strategy and leadership planning for emerging brands. West Elm, born in Brooklyn in 2002, designs and manufactures organic, handcrafted, sustainably sourced and Fair Trade Certified products.
• 1337coreStrategic or Co-development PartnerCo-founder role with involvement in interim executive function, fundraising, operations, market insights mapped to product design and delivery, pilot and beta community management, communications. 1337 is a platform for AI content serving agencies, brands and creators.
• OracleminorOthersJenny Dearing's prior employer - worked on business technologies and applications.
• Williams-SonomaminorOthersJenny Dearing's prior employer - worked on physical goods for the home.
• OutCastminorOthersJenny Dearing's prior employer - worked on growth strategy for the firm as well as its clients.

Recent moves6 records

Expansion highlights4 records

Direct peers

• IDEO: Global design and innovation consultancy offering brand strategy, product development, and organizational change services to founders and executives. Directly comparable as a boutique-to-mid-sized strategic design and transformation firm serving similar mission-driven and high-impact clients.
• Frog Design: Product design and innovation consultancy (now part of Capgemini Invent) specializing in product strategy, brand, and organizational transformation for tech-forward clients. Closely mirrors Change for Good's combined product, brand, and design service pillars.
• Lippincott: Brand strategy and transformation consultancy advising executives on positioning, identity, and organizational change. Comparable as a senior-led brand and change strategy firm with similar founder/executive buyer and engagement model.
• Siegel+Gale: Brand strategy, customer experience, and organizational simplicity consultancy serving global enterprises and growth-stage companies. Comparable positioning around brand-led organizational transformation and senior-led engagement delivery.
• Red Antler: Brand strategy and design agency for early-stage and high-growth companies (built brands like Casper, Allbirds). Closely comparable in founder-stage client focus, brand-led approach, and integrated product/launch service offering.
• Prophet: Brand and transformation consultancy that combines brand strategy with organizational change and customer experience. Directly comparable as a senior-led firm spanning brand, product, and organizational transformation for executives.
• Pentagram: Partner-led design consultancy offering brand identity, product design, and strategic communications to a founder/executive client base. Comparable partner-led boutique model and integrated design-plus-strategy service offering.
• Wolff Olins: Global brand and transformation consultancy advising on brand creation, organizational design, and change. Comparable senior-led boutique engagement model and integrated brand-plus-organizational change service offering.

Broad incumbents

• R/GA: Global innovation and brand experience consultancy offering brand strategy, product development, and organizational design at larger scale. Comparable service mix but operates as a broader incumbent with a much larger team and institutional client base.

Emerging players

• Zak (formerly Ginco): Boutique brand and product strategy studio working with founders on identity, launches, and go-to-market. Comparable boutique scale and founder-tier client motion with adjacent brand and product offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CHANGE FOR GOOD