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Geoff Tuff

Geoff Tuff

Hydrogen Practice Leader, Deloitte US
United States
Geoff has over 30 years of experience consulting to some of the world’s top companies on the subjects of strategy, growth, innovation, and adapting business models to deal with change. Currently, he is a Principal at Deloitte and holds various positions across the firm’s Sustainability, Innovation and Strategy practices. Those include leadership of the US Hydrogen Practice and all Sustainability, Climate and Equity work for clients in the energy and industrials sectors. Prior to this, he led the innovation firm Doblin and was a senior partner at Monitor Group, serving as a member of its global Board of Directors. He is currently based in Deloitte’s Boston office.​ Geoff’s work centers around helping clients transform their businesses to grow and compete in nontraditional ways. Over the course of his career, Geoff has worked in virtually every industry and he uses that breadth of experience to bring novel, cross-sector insights about how things might operate to clients stuck in industry conventional wisdom. Geoff has a particular strength in using facilitation and personal intervention to help clients make hard choices and take action. ​ For his entire career, Geoff has focused exclusively on helping companies grow. He has been instrumental in developing many of Monitor’s – and now Deloitte’s – core methodologies related to driving profitable topline growth for clients. His expertise spans the domains of design-driven innovation, new business model development, product launch and growth strategy, and business transformation. ​ Geoff is valued for his integrative approach to solving problems. He combines deep analytic and strategic expertise with a natural orientation towards approaches embodied in design thinking. His belief that human behavior is still – even in the digital age – the fundamental driver of economic value for companies allows him to bring a unique perspective to his clients struggling to shift their business models. ​ He is a widely sought-after speaker and writer on the topic of growth through innovation. His writing has appeared in journals such as Marketing Management and Harvard Business Review and as a regular contribution to HuffPost. He is also co-author of the National Bestseller "Detonate: Why – and How – Corporations Need to Blow up Best Practices (and Bring a Beginner’s Mind) to Survive," released in May, 2018. His new book, “Provoke: How Leaders Shape the Future by Overcoming Fatal Human Flaws” launched in September, 2021 and quickly became a Wall Street Journal Bestseller. In 2019, Thinkers50 named Geoff as a finalist for the Distinguished Achievement Award in Strategy; in 2021, they did the same for the Leadership Award. Finally, he is co-host of the monthly podcast “Provocateurs: Profiles in Leadership.”​ Geoff grew up in Canada and the UK, and came to the United States for university. He received his B.A., with honors, in English literature and creative writing, from Dartmouth College. He also holds a MBA from Harvard Business School, where he was an honors student. He currently lives in Wellesley, Massachusetts with his wife, Martha, and four sons. ​