Simon Goodall

Simon Goodall, Co-Founder, The Ninety-Niners. I’m a strategist who has always put real people at the heart of my thinking. Because I believe to succeed, brands need to be continually relevant to what real people want and need. During my career, I have referred to those real people as customers, consumers, shoppers and users. But regardless of the label, my interest has always been getting to underlying truth of what motivates people’s behaviour to inform how brands can make meaningful connections with the people they serve. I have a Physics degree from Imperial College that has left me with a love of science and a yearning for truth. I’ve always been fascinated by the space where art and science meet, where rigour and rationality meet creativity and emotion.