Creative Good
- Company typePrivate
- Founded1997
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
Creative Good firmographics
Firmographics- Name
- Creative Good
- Legal name
- Creative Good Projects
- Website
- https://creativegood.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Creative Good industry classification
Industry- Product category
- Customer Experience Consulting
- NAICS
- Management, Scientific, and Technical Consulting Services (5416), Marketing Consulting Services (541613)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Creative Boutique Agencies (MPAAAAAB)
Keywords
Where Creative Good is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Creative Good business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Membership Subscriptions: Annual and semi-annual membership subscriptions providing access to the Creative Good Forum, members-only content, newsletter/blog comments, and community features. Revenue supports newsletter/blog operations and overall company sustainability.
- Consulting Services: Listening labs, workshops, and keynote presentations delivered by Mark Hurst and team to client organizations seeking customer experience improvement. Billed as project-based or engagement-based work.
- Good Todo Product: Product revenue from Good Todo productivity platform, available on web and iOS. The first and longest-running online todo list.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | 12-month membership at $100 (17% discount) |
| Subscription | Monthly | 6-month membership at $10/month |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Creative Good product offering
Product offeringCore offering
Creative Good is an advisory and creative studio that sells customer experience consulting (Listening Labs one-on-one user research, plus workshops and keynote presentations on AI evaluation, customer-inclusive product leadership, and digital productivity) and operates Good Todo, a privacy-friendly todo list available on web and iOS. The company also runs paid memberships, event series (Gel and Skeptech), a weekly newsletter, and a community forum.
Product overview
Creative Good is an advisory and creative studio founded by Mark Hurst in 1997, offering a portfolio of consulting services, events, publications, and a productivity platform. Its core offerings include Listening Labs (user research), Workshops and Keynote Presentations on AI, customer experience, and Bit Literacy, alongside the Good Todo productivity platform. The company also runs the Gel conference series (since 2003) and Skeptech events, publishes two books (Bit Literacy and Customers Included), hosts the Techtonic podcast on WFMU, and operates a weekly newsletter and a members-only Creative Good Forum behind a paid membership paywall.
Differentiator
Problem solved
Functional benefit
Brands
- Good Todo: Privacy-friendly todo list platform - the first and longest-running online todo list in the world, available on web and iOS.
- Gel Conference
- Skeptech
- Techtonic
- Good Reports
- Listening Labs
Products and services
- Listening Labs One-on-one user research sessions conducted in person or over videoconference to uncover unmet customer needs, observe genuine customer experiences, prioritize product feature roadmaps, and compare against competitors. Sold to product teams, UX organizations, and design departments on a project/engagement basis.
- Workshops and Keynote Presentations
Quantifiable outcome
- Hundreds of companies worldwide have benefited from Creative Good consulting projects
- +1 more outcomes
Companies that use Creative Good
Customer profileSegments4 records
Ideal customer profiles4 records
Creative Good technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Creative Good partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights3 records
Creative Good competitors and assessment
Company assessmentBroad incumbents
- IDEO: Large, established design and innovation consultancy with a global footprint and human-centered design methodology. Comparable to Creative Good in customer-centric research philosophy but operates at much greater scale, with broader service lines spanning strategy, design, and engineering.
- McKinsey & Company: Global management consulting firm with a Customer Experience practice and McKinsey Design arm. Comparable to Creative Good in advising enterprise clients on customer strategy, but operates as a broad management consultancy rather than a specialized customer research boutique.
- Forrester Research: Large research and advisory firm with deep coverage of customer experience, digital experience, and technology. Comparable to Creative Good in the customer-experience research domain but operates as a subscription research model serving enterprise buyers rather than running bespoke client engagements.
- frog design: Design and innovation consultancy now part of Capgemini Engineering. Comparable to Creative Good as a customer-experience-led advisory firm serving enterprise clients, but operates at significantly larger scale with broader capabilities in design, strategy, and product engineering.
Emerging players
- dscout: Research platform specializing in diary studies and in-the-moment customer research. Adjacent to Creative Good's Listening Labs methodology with overlapping focus on qualitative customer insights, but delivered as scalable platform-based research rather than founder-led engagement work.
- UserTesting: User research platform providing on-demand access to participant pools and unmoderated/moderated testing tools. Comparable to Creative Good's Listening Labs as a user research offering but delivered through a SaaS platform model rather than a boutique bespoke consulting service.
Others
- Hotjar: Product experience insights platform combining heatmaps, session recordings, and on-site surveys. Adjacent to Creative Good's customer research domain but positioned as self-serve product analytics tooling rather than bespoke consulting — useful for product teams seeking DIY alternatives.
Direct peers
- Nielsen Norman Group: UX research and consulting firm founded by Jakob Nielsen and Don Norman. Closest direct peer to Creative Good: both are founder-led consultancies specializing in customer/user research methodology with a strong thought leadership and training practice built on a proprietary research method.
- Strategyn: Outcomes-based innovation consultancy built on the Jobs-to-be-Done methodology pioneered by Tony Ulwick. Comparable to Creative Good as a methodology-driven consulting firm whose differentiation rests on a proprietary customer research framework rather than scale.
- Cooper: Interaction design consultancy founded by Alan Cooper (originator of personas). Comparable to Creative Good as a boutique, founder-led consultancy selling a proprietary design/research methodology to enterprise product teams alongside training and writing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Creative Good social profiles
Digital presenceCreative Good financial estimates
Financial estimateRevenue estimate
Valuation estimate
Creative Good leadership team
Management profileNumber of profiles
Profiles1 record
Creative Good funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Creative Good M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Creative Good
What does Creative Good do?
Creative Good is an advisory and creative studio that sells customer experience consulting (Listening Labs one-on-one user research, plus workshops and keynote presentations on AI evaluation, customer-inclusive product leadership, and digital productivity) and operates Good Todo, a privacy-friendly todo list available on web and iOS. The company also runs paid memberships, event series (Gel and Skeptech), a weekly newsletter, and a community forum.
Is Creative Good a public or private company?
Creative Good is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Creative Good founded?
Creative Good was founded in 1997. It employs 11 to 50 people.
Where is Creative Good based?
Creative Good is headquartered in New York, United States, in the North America region.
How does Creative Good make money?
Three revenue lines are on record. Membership Subscriptions are the primary driver. The others are consulting Services and good Todo Product.
Who are Creative Good's main competitors?
Broad incumbents on record are IDEO, McKinsey & Company, Forrester Research and frog design. Emerging players are dscout and UserTesting. Hotjar is listed as an others. Direct peers are Nielsen Norman Group, Strategyn and Cooper.
Does Creative Good have an API?
No public API is recorded for Creative Good.
What industry is Creative Good in?
Creative Good's product category is Customer Experience Consulting. Its primary akta.pro industry code is MPAAAAAB, Creative Boutique Agencies. Its NAICS code is 5416 and its SIC code is 8742.