Who We Are

Bradley Gale, President

Dr. Bradley T. Gale, president of Customer Value, Inc, has consulted on marketing and competitive strategy for such companies as BP, Honeywell, John Deere, Mars, Milliken, Nortel, Syngenta, and Unilever. Before founding Customer Value, Inc., Dr. Gale spent five years as managing director and CEO of The Strategic Planning Institute. He also served as Research Director for PIMS, a multi-company research program that measures the Profit Impact of Market Strategy where he co-authored The PIMS Principles: Linking Strategy to Performance, which has been translated into German, Italian, Japanese, and Portuguese.

Dr. Gale served as a charter overseer for the United States Baldrige National Quality Award. His numerous articles have appeared in such publications as The Harvard Business Review, Sloan Management Review, Journal of Business Strategy, Planning Review, Journal of Business Strategy, and Quality Review. He is a graduate of Worcester Polytechnic Institute (BS, Electrical Engineering) and Rutgers University (PhD, Economics). His book Managing Customer Value, published by The Free Press in 1994, was reviewed by Publishers Weekly as "arguably the most useful marketing study since the formative works of Peter Drucker, Philip Kotler, and Michael Porter...may shape business thinking for years to come."


Donald Swire, Vice President, Development and Applications

Don Swire’s first job after graduate school was in the Corporate Strategy group at the General Electric Company. He has worked in the field of business strategy ever since – in 5 years at GE, at the Strategic Planning Institute (where he helped start up the PIMS program in the mid ‘70s and later directed its R&D program), and currently at Customer Value, Inc. where he is Vice President of Development and Applications.

Don has worked as a consultant to companies in the telecommunications, computer, chemicals, health care, and other industries. He has advised and published articles in areas that include corporate portfolio analysis, customer value, and strategy for growth and profitability. He is a believer and practitioner in the use of data to diagnose business situations and to motivate management teams to move in the right direction.

Don joined Customer Value, Inc. in 1999. His responsibilities there include identifying and developing new strategies and tools for making companies more customer oriented. Don is a graduate of Rensselaer Polytechnic Institute (BS Mathematics) and New York University (MS Operations Research).