The CUSP Connection, LLC

What The CUSP Connection, LLC does

The CUSP Connection, LLC (operating as CuSP) is a boutique professional services firm founded in 2020 and operated as a sole proprietorship by Katherine Armstrong. The firm delivers consulting, coaching, and communications services centered on connecting organizational culture, strategy, and purpose, with explicit service lines in Purpose Development & Deployment, Cultural Animation & Transformation, Change Acceleration, Strategy Deployment (Balanced Scorecard, SDP/X-Matrix), Change Management, leadership coaching, keynote speaking, and writing/editing. CuSP has no proprietary technology platforms or software products; its differentiation rests entirely on human expertise and an integrated transformation methodology that dissolves traditional functional silos between change management, organizational design, HR, communications, and strategy.

The firm's client base consists of senior executive leaders and organizations undergoing transformation across enterprises such as Johnson & Johnson, Schlumberger, Solvay, Sealed Air, and Diversey, as well as mid-market engagements such as Volac International. Geographic reach spans the United States, United Kingdom, France, and Switzerland despite the Charlotte, NC headquarters and single-practitioner structure.

CuSP's business model is professional-services billing: engagements typically begin on an hourly or daily arrangement and transition to project-based pricing once scope is defined, with multi-year contracts possible. Go-to-market is sales-led and community-led, driven by Katherine Armstrong's personal network, professional affiliations (IMD, Stanford Seed, Reina Trust Building, Insight Principles, The Predictive Index, Stand & Deliver), content marketing (blog, newsletter, LinkedIn), and keynote speaking. The firm is bootstrapped with no external funding, no parent company, and no disclosed revenue figures.

Name

The CUSP Connection, LLC

Legal name

The CUSP Connection, LLC

Website

https://cuspconnection.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

The CUSP Connection is a boutique consulting firm founded by Katherine Armstrong in 2020 that delivers integrated culture, strategy, and purpose consulting, coaching, and communications services to senior leaders and enterprises undergoing transformation across the US and Europe.

Ownership category

akta.pro rank

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Consulting Services: Hourly or daily consulting arrangements for plan development, implementation and capability building. Engagements typically begin with hourly/daily billing and transition to project-based pricing once scope is crystalized. Services include Purpose Development & Deployment, Cultural Animation & Transformation, Change Acceleration, Strategy Deployment, and Change Management.
2. Coaching: Leadership coaching services for Leaders, Early Career professionals, and Teams. Billed as part of consulting engagements or separately.
3. Keynote Speaking: Keynote speaking engagements for conferences and corporate events on topics including culture, purpose, change management, and leadership.
4. Writing and Editing: Video scripting, writing and editing services. Katherine Armstrong has contributed as co-author, developmental partner, editor or reviewer to over 30 business books.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Boutique consulting firm delivering integrated organizational transformation services that combine consulting, coaching, and communications. Core offerings include Purpose Development & Deployment, Cultural Animation & Transformation, Cultural Integration, Change Acceleration, and Strategy Deployment using frameworks such as Balanced Scorecard and SDP/X-Matrix. Leadership and team coaching and communications services (keynote speaking, video scripting, writing and editing) support the same transformation agenda.

Product overview

The CUSP Connection, LLC is a professional services firm offering three integrated service lines: Consulting (Purpose Development, Cultural Transformation, Change Acceleration, and Strategy Deployment), Coaching (for Leaders, Early Career professionals, and Teams), and Communications (Keynote Speaking, Video Scripting, Writing and Editing). The firm focuses on the intersection of Culture, Strategy, and Purpose to help organizations achieve transformation.

Differentiator

Problem solved

Functional benefit

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Stand & DeliverminorOthersProfessional affiliation organization listed on CuSP affiliations page. Stand & Deliver shares similar culture and values with CuSP. No formal partnership structure described.
• The International Institute for Management Development (IMD)minorOthersListed as affiliation on CuSP website. IMD is a top-ranked business school. Katherine Armstrong maintains association with IMD. No formal partnership structure described.
• Reina Trust BuildingminorOthersListed as affiliation. Reina Trust Building organization shares similar values with CuSP. No formal partnership structure described.
• Insight PrinciplesminorOthersListed as affiliation. Insight Principles is referenced in blog content regarding decision-making approaches. Shares similar values with CuSP. No formal partnership structure described.
• The Predictive IndexminorOthersListed as affiliation. The Predictive Index is a talent optimization platform. Shares similar culture and values with CuSP. No formal partnership structure described.
• Stanford SeedminorOthersListed as affiliation. Stanford Seed is Stanford University's accelerator program. Katherine Armstrong maintains association through her background. Shares similar values with CuSP. No formal partnership structure described.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Prosci: Prosci is a dedicated change management consulting and research firm known for the ADKAR methodology and change management certification. It is a direct peer to CuSP because both focus on organizational change, culture, and capability building rather than general strategy or HR consulting.
• Kotter International: Kotter International is a change management consultancy built around John Kotter's leading-change framework and culture transformation work. It is a direct peer to CuSP because both deliver culture-led organizational transformation to senior executive audiences.
• BTS: BTS is a global consulting firm specializing in strategy execution, change acceleration, and leadership development. It is a direct peer to CuSP because both emphasize translating strategy into execution through people, culture, and capability building.
• DDI (Development Dimensions International): DDI is a leadership and talent development consultancy focused on leadership pipelines, selection, and transformation. It is a direct peer to CuSP because both deliver leadership development and change capability work to enterprise clients.
• RHR International: RHR International is a boutique consultancy focused on leadership effectiveness, executive development, and organizational change. It is a direct peer to CuSP because both combine executive coaching, leadership development, and organization transformation for senior leadership teams.

Broad incumbents

• McKinsey & Company (Organization Practice): McKinsey is a global management consultancy whose Organization Practice covers culture, change, and leadership transformation. It is a broad incumbent relative to CuSP because it offers overlapping culture and change services as part of a much larger general management consulting portfolio.
• Egon Zehnder: Egon Zehnder is a leadership advisory firm offering executive search, board advisory, and leadership development. It is a broad incumbent relative to CuSP because it provides senior-level culture, leadership, and transformation advisory within a larger global firm.
• Heidrick & Struggles: Heidrick & Struggles provides executive search and organizational consulting, including culture, leadership, and change advisory. It is a broad incumbent relative to CuSP because it delivers leadership and culture transformation work alongside its core search business at much greater scale.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering leadership development, talent management, and organizational transformation at scale. It is a broad incumbent relative to CuSP because it offers the same leadership and change work as part of a much larger portfolio of HR and talent services.
• FranklinCovey: FranklinCovey is a global leadership and organizational performance firm offering change, culture, and execution content. It is a broad incumbent relative to CuSP because it sells similar leadership and execution frameworks at much greater scale and through content licensing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Customer concentration

• LinkedInlinkedin.com/company/cuspconnection

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 The CUSP Connection, LLC