Our Story

Larry Lubin and Barbara Lawrence founded Lubin Lawrence together in 1990. Their goal was simple: to build strategies that drive above-plan growth. Since then, our unique Experience-Driven Design© Method has helped companies overcome challenges at every touch point, from growth to transformation to innovation. Over our twenty-eight years, we've worked across all industries and with companies of all sizes. Learn more about our services.


Our Method

Our Experience-Driven Design© Method has been tested in every industry, with every size of business, and against any challenge imaginable. Why does it work? It's simple: we focus on Fundamental Human Values.

Lubin Lawrence's time-tested method uncovers the underlying emotional drivers that big data misses. We're not just able to tell you why something isn't working, we're able to tell you why it's not working and what to do to fix it. Your challenges are unique to your business, and our solutions are too. 


Our Founders

We're dedicated to giving our clients the best service possible. Each project has a Founding Partner leading it - no matter how big or small the challenge or the client. 


Larry Lubin

Co-Founder and President

Following his graduation from Harvard College with a BA in History, Larry began his career at Grey Advertising where he supervised the P&G business (packaged soaps and paper). He later moved to Ketchum, where he held the position of Executive Vice President and General Manager, serving a diversified base of clients. As Co-Founder and President of Lubin LawrenceInc., Larry has managed 100+ consulting engagements over the last 20+ years. His strategy development experience covers a wide range of Fortune 100 companies including: The Walt Disney Company & P&G, PepsiCo and Lagunitas. Larry is married and has three children.


Barbara Lawrence

Co-Founder and Managing Partner

Barbara holds an MBA from Wharton in marketing and finance and a BA from Case Western Reserve, Magna Cum Laude. Before co-founding LLI in 1990, she worked in marketing at Kraft Foods, later switching to focus on strategy in the consulting field. As LLI’s Managing Partner, Barbara is responsible for the firm’s general management, business development, as well as client engagement supervision. Her client relationships span a diverse array of sectors including: healthcare, CPG, financial services, retailing, and entertainment. Barbara is married and has two children.