Sandy Bates
 Sandy Bates is the director of the Strategyn Institute, which was
established to bring the outcome-driven methodology to corporations
throughout America and the world. A senior consultant for Strategyn,
she has completed over 50 outcome-drive innovation initiatives for
companies in dozens of industries.
She currently serves as the lead consultant for Microsoft,
conducting studies in the consumer area, software development
(including MS Office, Windows, Exchange, and Visual Studio), and
other new market areas. She has worked extensively in the health
care area with companies such as Guidant, Medtronic, California
Healthcare Foundation, as well as with the Harvard Kennedy School of
Government’s study on health care delivery models in America. She
has also worked with companies such as Morgan Stanley, AIG, State
Farm, Hill’s Pet Nutrition, Cargill, J. R. Simplot Company,
Hallmark, and others. Ms. Bates specializes in product and service
ideation and positioning.
Prior to joining Strategyn, she was the president of Tandem
Strategies and a principal of The Next Idea, a marketing innovation
consulting firm that helps clients define new products, create new
markets, revitalize stalled service lines, develop new distribution
channels, create innovative pricing structures, and rethink the
obvious in their industry.
Ms. Bates’s corporate marketing experience has focused on strategy,
market positioning, product development, services marketing, and
primary research. She has served as chief marketing officer as well
as director in the technology services and health care industries.
Her experience includes the successful execution of an IPO,
redefining a market space for a midsize enterprise, and sustaining
growth and brand presence through a major merger at a Fortune 500
company.
She graduated summa cum laude from Arizona State University with a
bachelor of science in psychology and has pursued postgraduate
studies in services marketing, competitive strategies, direct
marketing strategies, and product innovation.
Ms. Bates is part of the Strategyn USA team and may be contacted by
email.
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