Grant got his professional start in the mergers and acquisitions world working first on the legal side then buy-side analysis, valuations and eventually transition management. After roughly a decade of analyzing, valuing and transitioning hundreds of small and mid-market businesses, Grant naturally gravitated towards understanding the 70% failure rates of acquisitions.After years of analyzing acquisition failures, he discovered the leading cause of transaction failures was that there was a lack of understanding and measurement as to why customers do business with organizations.With his MBA emphasis in qualitative marketing analysis, Grant spent the next several years experimenting with methodologies and measurement techniques that could be used to quantify qualitative data. After years of research, Grant and his team utilized some principals of neuroscience and behavioral economics and created a new methodology that accurately quantifies emotional resonance.After several hundred iterations, the PROOF method stands alone as one of the most compelling and accurate ways to quantify human emotion. Today, Grant is a thought leader in the area of Emotional Data, an emerging field that PROOF is helping pioneer.Grant has been certified as an expert in business valuation where he valued businesses for disputes, transitioning owners, mergers and buyouts.Grant serves as a board member to several for profit and non-profit organizations and is a frequent lecturer in the areas of marketing strategy, marketing psychology and marketing data-analysis. Grant is passionate about educating in the areas of entrepreneurship and marketing and gives keynote speeches and SME lectures all over the country.