At Luminas Strategy we help you answer this critically important question and take the steps to help you win with your customers.
The value proposition experts
Luminas Strategy understands that your company's value proposition is the most valuable currency in the marketplace.
Understanding, measuring and improving your value proposition is the most important work for business success — an unclear, undifferentiated and immeasurable one represents the greatest threat to business sustainability.
We help clients build internal capability to win with their customers on a sustainable basis — by continuously improving their customer value propositions.
How We Helped Eastman Chemical
"As part of a broader company-wide effort to boost our organic growth performance, reinforcing our efforts and attention on our most strategic and promising accounts became a high priority. Working with Luminas Strategy has allowed us to enhance our customer & competitive insights, selectively broaden our customer engagement and sharpen our Strategic Account plans. His input and counsel was instrumental to our progress."
Xcelerating customer value is the core of what we do
Our Proven Tool for Success
Luminas Strategy is an innovative company located in the heart of the thriving and world-renowned Research Triangle Park. We are focused on customer-driven growth and innovation, guided by our CEO and founder, D. Keith Pigues.
Watch a Best Seller TV interview with our Luminas CEO on
his best seller book, Winning with Customers: A Playbook for B2B.
D. Keith Pigues
CEO & Founder
D. Keith Pigues is CEO and Founder of Luminas Strategy. He is a native of Memphis, TN and currently lives in Research Triangle Park, NC. During his corporate, academic, entrepreneurial and consulting career, he has lived in Atlanta, Seattle, Chicago, Los Angeles, St. Louis, Houston and Manchester (U.K.). His experience includes c-suite executive leadership positions leading global marketing, strategy and sales at Fortune 100 and mid-market private equity backed firms in a range of industries, including information technology, healthcare, agriculture biotechnology, automotive, commercial printing and building products. He has held executive positions at CEMEX, RR Donnelley, ADP, Honeywell International and Ply Gem Industries. He served as an adjunct professor of leadership in the MBA program at the University of North Carolina’s Kenan-Flagler Business School, as well as a tenured professor of management and business school dean at North Carolina Central University. He received an undergraduate degree from Christian Brothers University and a Masters degree from the University of North Carolina’s Kenan-Flagler Business School. He is co-author of Winning with Customers: A Playbook for B2B. What Keith enjoys most about serving clients: “Helping organizations win in the marketplace by truly bringing the customers’ business into the center of decision making – resulting in more confident decisions and accelerated growth and profits.”
Yolanda Brown is a Senior Consultant with Luminas Strategy. She is a native of St. Louis, MO and currently resides in Research Triangle Park, NC after having spent time in Atlanta, GA. She is a business executive with accomplishments in strategic planning and collaboration. She also provides leadership for cross-functional teams to achieve organizational goals and has worked with both startups and large organizations in the telecommunications, non-profit, entrepreneurship, transportation and event industries. She has founded and led several startups after stints at Lucent Technologies, Powertel, FedEx and a statewide nonprofit in North Carolina. She holds a Master of Business Administration from UNC Chapel Hill’s Kenan-Flagler Business School, a Bachelor of Science in Industrial Engineering from the University of Missouri-Columbia, and professional certifications from Tuck School of Business at Dartmouth College, National Development Council, and Leadership North Carolina. What Yolanda enjoys most about serving clients: “Helping organizations achieve their top goals by clarifying their strongest resources and messaging to attract their best customers and win in the marketplace.”
Bryan Goerger is an Executive Advisor with Luminas Strategy. He grew up in Minnesota, yet spent most of his career in California, Texas and Switzerland before returning to Minnesota. His experience leading global market development and commercialization for highly advanced products, along with his experience launching innovative value-adding solutions in North & South America, Europe, Australia and emerging markets across Asia prepared him well to support clients in the development of innovative customer-driven growth strategies. He received his undergraduate degree from Augsburg College and completed graduate studies at Arizona State University and IMD (Lausanne, Switzerland). He also served in the United States Marine Corps. What Bryan enjoys most about serving clients: “Helping organizations improve business results by leveraging customer insights and technology to accelerate commercial performance.”
Connie Mester is an Executive Advisor with Luminas Strategy. She is a native of Florida and currently lives in the Research Triangle Park, NC – having spent time in Hartford and Atlanta. She has deep experience across health and life science industries and a firm grasp of the dynamics and complexities of the evolving healthcare landscape. Her experience includes marketing, strategy, business operations and management with health insurance companies, government, academic institutions, hospital systems, pharmaceutical and medical device companies – including experience with Aetna and Cigna. She is founder and former CEO of Thrive 4-7, as well as co-founder and Chief Innovation Officer of the Global Pain Institute. She holds a Masters of Public Health from the University of South Florida and a Bachelor of Science in Health Education from the University of Florida. What Connie enjoys most about serving clients: “Helping organizations create winning value propositions and sustainable business strategies by aligning market forces and practical, person-centric solutions that generates positive change and measurable impact.”
Everett Darby is an Executive Advisor with Luminas Strategy. A native of Dallas, TX, he currently resides in Atlanta, GA. He leverages over three decades of executive leadership experience in the chemicals, ingredients, and beverage industries to help organizations accelerate innovation and develop profitable growth strategies. He has held executive leadership roles at Monsanto, Nutrasweet and The Coca-Cola Company, where he was known for building high performance teams and delivering results. He has led corporate innovation and managed strategic global account relationships with some of the largest Fortune 100 companies. He holds Adjunct Professorships at both the University of Georgia Terry School of Business and Georgia State University Robbins School of Business. He received his undergraduate degree from Morehouse College and a Masters degree from Washington University. What Everett enjoys most about serving clients: “Helping organizations innovate to define and deliver differential value.”
Client Delivery Leader
Brandi Morales-Espinal a Senior Consultant with Luminas Strategy. She calls herself a native of North Carolina having been raised in Germany, Oklahoma, Georgia, and North Carolina. She currently lives in Research Triangle Park, NC. Brandi has deep experience within the financial services industry having worked with the Top 20 financial institutions as a consultant with PwC. She understands how to navigate the changing landscape of the financial services industry and has led cross-functional teams to assess business operations, adapt to regulatory changes, and to identify growth opportunities within the mortgage, auto, credit card, and student lending asset classes. She holds a Master of Business Administration from UNC Chapel Hill’s Kenan-Flagler Business School, a Bachelor of Science in Business Administration, and a Bachelor of Arts in Spanish from UNC Charlotte. What Brandi enjoys most about serving clients: "Helping organizations understand the impact of business decisions on customer experience that will allow them to drive growth in the marketplace."
Jackie Smith is the Operations Leader at Luminas Strategy. She is a native of Memphis, TN and currently lives in Winston-Salem, NC. Her career includes academic, non-profit and corporate assignments in Northwest North Carolina, Central Florida, Southern New York, West Tennessee and North Texas. She is an action-oriented strategic leader who has orchestrated the dissemination and understanding of performance results at Sara Lee Corporation, International Paper and Smith and Nephew. She has facilitated learning experiences at the University of Memphis – Fogelman College of Business and Economics and at Guilford College. Jackie earned a Master of Business Administration degree, with a concentration in marketing from the University of Memphis and a Bachelor of Science degree with a major in accounting and a minor in finance from Christian Brothers University. What Jackie enjoys most about serving clients: Helping organizations to pause, take a moment and think about the impact of winning with applied innovation and change.
Lura Hobbs is a Senior Consultant with Luminas Strategy. She is a native of Chicago, IL and currently lives in the Dallas-Ft. Worth area of Texas – having spent time in Atlanta and Cincinnati. She has deep experience across restaurants, consumer packaged goods and retail. Her experience includes marketing, strategy, advertising, marketing operation and management with advertising agencies, telecommunications, financial services, and quick service restaurant companies including McDonald’s and Pizza Hut (YUM!). She holds a Master’s of Business Administration from the University of North Carolina at Chapel Hill and a Bachelor of Science in Business from Purdue University. What Lura enjoys most about serving clients: “Helping companies unlock organic revenue generating opportunities by creating win-win solutions for both sides of the partnership.”
Oksana Cobey is a native of Kiev, Ukraine, currently residing in Raleigh, NC. Oksana has over 15 years of experience in strategic marketing, sales and information technology leadership roles with a strong knowledge of marketing framework creation and management, as well as key messaging development for B2B companies. Having worked in highly matrixed environments, Oksana has a broad experience in IT industry, including many aspects of OEM and partner management. Her greatest strength lies in her ability to bridge the gap between sales and marketing in order to develop business growth strategies and improve goal and process alignment within an organization. Oksana holds a Bachelor of Science in Statistics from North Carolina State University. What Oksana enjoys most about serving clients: “I enjoy challenging conventional thinking and working with clients to help them understand their customer journeys and untapped opportunities through data analytics and AI tools.”
Sharon Lewis is a Senior Consultant with Luminas Strategy. She is a native “New Yawker” who recently came to the Raleigh Triangle, after having spent many years in Toronto, Canada as well as time in Northern Virginia. Sharon is a market strategist, great at uncovering the needs of the target market to create go-to market strategies that deliver customer relevancy, an outstanding customer journey and bottom-line revenues. With deep experience in retail, financial services, healthcare and non-profit sectors, she considers herself industry agnostic. Brand experience includes Citibank, Saks Fifth Avenue, American Express, Scotiabank and AARP. She went to the New York University Stern School of Business for both her undergraduate and MBA education. What Sharon enjoys most about serving clients:"Learning opportunities are everywhere and the transferability of best practices across industries and cultures is limited only by one’s imagination. Together, this allows us to uncover new ways to use the product/service offerings, and new messaging opportunities to grow the prospect base.”
David Youland is a Senior Consultant with Luminas Strategy. A native of Minneapolis, Minnesota, he has also lived in Iowa, Tennessee and currently resides in Wichita, Kansas. He has held Marketing and Innovation leadership roles with diverse enterprises including Eastman Chemical ($9.2B Fortune 500), MidAmerican Energy (a $4B Berkshire Hathaway subsidiary), corporations listed on NASDAQ and privately held ventures. David has diverse industry experience including specialty chemicals, specialty plastics processing, semiconductor processing, consumer products, software development, Internet based career management services and energy services. He is recognized for his strengths in market research, competitive intelligence, strategic planning, new product and market development, acquisition evaluation and the development of strategic alliances and partnerships. David is accomplished at identifying and evaluating new business opportunities and then creating actionable plans and launching profitable product and service operations. Dave holds BS and MBA degrees from the University of Minnesota. He currently serves as a faculty member at Southwestern College in Kansas and has also served as an adjunct faculty member at William Penn University, Central College, St. Cloud State University and King University. He is also the author of Driving Organic Business Growth: Actionable Strategies for Smart Innovation. What David enjoys most about serving clients, “I am passionate about helping organizations unleash organic growth and helping them to realize their full potential.”
Betty Melkamu is an Analyst with Luminas Strategy. She was born in Addis Ababa, Ethiopia but raised and currently resides in Durham, North Carolina – having spent time in central Virginia and China. She has valuable experience in the real estate, education, entertainment, library services and hospitality industries. She is known for her ability to ask the right questions, present information in a clear and concise manner and foster collaboration. She received her bachelor’s degree in interdisciplinary studies from Liberty University where her concentrations were in business, psychology and health sciences. What Betty enjoys most about serving clients: “Helping organizations uncover powerful insights that lead to strategic decisions that maximize customer satisfaction.”