Liz Reed Good CX

Liz Reed


A self-confessed Data Geek & Storyteller extraordinaire with a penchant for connecting the dots through behavioural arts and delving deeper into the Great Mystery.

Liz brings years of ‘Big Agency’ Planning experience from around the globe into a small focused consultancy which puts Customers first.

Her passion for data and technology underpins a natural interest in behavioural insights. This hybrid planning direction means Design Thinking is truly customer-centric.

She has led planning for Global and Regional projects for clients like Unilever and General Motors, across 5 continents, having lived in London, Singapore, Beijing and Auckland. She has Cross-Industry experience, especially in Automotive, FMCG & Finance.

Richard Pinfold

Managing Partner

A military history buff with a “been there, done that” background from raising Venture Capital for Central Eastern European power stations to Commercialising nanotechnology projects in NZ and Europe. Big picture strategy for Business or Defence is his thing.

Richard brings expertise in all aspects of account handling.  His background in raising Venture Capital and Private Equity makes him a Growth and KPI expert. Latterly, he worked in Commercialisation, especially within the NZ Scientific community for the MacDiarmid Institute and Dodd-Walls Centre, bringing sophisticated University Research Projects to market and export. Now based in Warsaw, he is the European liaison for our Northern Hemisphere business. Richard’s leadership and coaching experience extends past corporate life to his Army career as an Officer and Trainer for the New Zealand Army Reserves & previously as a regular officer with the British Army’s Grenadier Guards.  His stakeholder management includes various Heads of State, the Royal Family, the Ministry of Defence & two rambunctious kids.

Richard Pinfold