My mission is to build purpose-driven organizations from the inside out.
Meet Genevieve
I’m driven by the belief that people and organizations can thrive together and achieve a their purpose.
At the center of my work is communication, building bridges, and strengthening relationships within the nested systems that make up an organization.
Throughout my career, I’ve specialized in helping leaders build real-life outcomes from scratch—whether turning “ideas” into multi-million-dollar television series as a VP of Development in media, standing up new departments and systems as a VP of People and Operations at ITV America, or taking broad goals like “culture transformation” and shaping them into shared, structured, and actionable plans.
Before launching Theory Y, I served as Chief Operating Officer at Coherent Digital, an academic publishing startup I helped grow from its earliest days into a thriving company. From the beginning, I built operations and culture side by side. My ability to attend to both operational and human needs helped fuel the organization’s growth.
Business holds immense potential to make the world a better place. I’m honored to play a role helping organizations fulfill their purpose—and am grateful to continually learn in partnership with my clients.
Why Theory Y?
The company’s name is inspired by a once-radical idea introduced by Douglas McGregor in his 1960 book The Human Side of Enterprise.
He identified two, contrasting assumptions that shape our behaviors in the workplace:
Theory X, the dominant mindset at the time, assumed workers had to be “coerced, controlled, and directed.”
By contrast, Theory Y argued that people are worthy of trust and intrinsically motivated to perform, learn, and grow.
McGregor challenged outmoded assumptions. In so doing, he transformed management theory and sparked the field of Organizational Development.
McGregor’s book is a reminder of how far we’ve come and the distance we still must travel to fully realize our potential.
Let’s do this!