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Research & Insight  ·  Strategy  ·  Ecosystem Design

I help organizations turn insight into institutional change — building the teams, programs, and operating systems that make strategy executable.

Fifteen years spanning Fortune 500 strategy, civic innovation, climate tech, and organizational transformation — helping leaders make difficult decisions and build what comes next.

Previously

Meta
Ford
LG
NYC DOT
Eurasia Group
Newlab
Gates Foundation
Adidas
Globant
Purpose
$700M
Ford electrification investment catalyzed by research I led
$10M+
Innovation programming across public, private, and philanthropic partnerships
Design and strategy team scaled at Newlab inside the Brooklyn Navy Yard
15 yrs
Spanning Fortune 500 strategy, climate tech, and AI governance
Brooklyn Navy Yard and Manhattan skyline at dusk

About

Etay Zwick

I build and lead strategy, innovation, and ecosystem teams — and the operating systems that make them work.

My career has been built around a recurring pattern: helping organizations understand what matters, align around what to do, and build the capability to follow through.

Over the last fifteen years, I have done this across corporations, foundations, startups, public institutions, and innovation ecosystems — through research, executive facilitation, partnership development, impact measurement, team leadership, and program design.

The form has changed. The underlying work has remained surprisingly consistent.

Across sectors, the challenge is rarely generating insight. It is creating the alignment and capability required to act on it.
Field research — immersive ethnographic work
Chapter I  ·  Research & Insight Reframing decisions

What rigorous research actually does

At ReD Associates I spent five years leading immersive, ethnographic research to solve load-bearing strategic questions for clients like Ford, Adidas, and the Gates Foundation — examining the human behavior behind the numbers: where to anchor a $700M electrification deployment, how to reorient a massive philanthropic portfolio, how to capture hidden multi-billion dollar opportunity spaces.

Most innovation asks: how do we improve what we already have? The work I found most powerful shifts the question: what will people actually need as the world changes — and what role should this organization play in meeting that need? That reframe changes everything downstream. The research is almost never the bottleneck. The translation is.

$700M
Ford electrification strategy shaped by field research I led
Newlab at the Brooklyn Navy Yard at dusk
Chapter II  ·  Programs & Ecosystems Building capability

What ecosystem building actually requires

In 2021 I joined Newlab inside the Brooklyn Navy Yard — moving from advising organizations to helping build one. Over three years: team from two to ten, a company-wide performance management system, Newlab's first impact report including GHG modeling for pre-commercial startups, $10M+ in innovation programming with Ford, LGE, and NYC DOT.

The Yard was not just a location — it was the reason the work was possible. What makes place-based ecosystems work is the collaboration of actors who each hold something the others need — technology, customers and infrastructure, capital, regulatory access — and who, together in one place over time, develop the trust and interdependence to move from concept to pilot to scale. Distance makes that exchange transactional. Proximity makes it generative.

$9M
Ford contract that grew from a single program
TRIUM Global Executive MBA cohort
Chapter III  ·  Strategy & Org Change Making change executable

Attuned Futures, the TRIUM EMBA, and Rightsize AI

If my earlier chapters centered on seeing opportunities and constructing platforms, this chapter is about operationalizing change: translating ambition into action, aligning stakeholders around difficult decisions, and building the systems that make transformation possible.

Through Attuned Futures I advise organizations navigating AI adoption, geopolitical uncertainty, ecosystem development, and organizational change. What increasingly interests me are problems that appear analytical but turn out to be organizational — how leadership teams align under uncertainty, how institutions adapt without losing coherence, how ambitious visions become executable.

I am completing the TRIUM Global Executive MBA across NYU Stern, the London School of Economics, and HEC Paris — with emphasis on finance, capital allocation, and AI strategy. The experience has expanded how I think about institutional leadership across markets and sectors.

I am also exploring Rightsize AI, focused on how organizations govern cost, accountability, and risk as AI infrastructure scales.

Good strategy matters. But organizations ultimately become what they repeatedly choose to build.

Questions I ask at the start of every engagement

What problem are we actually solving — as distinct from the problem we have been asked to solve?
What would need to be true for this to work? What are the load-bearing assumptions?
What organizational capacity remains after this engagement ends?
Who has not been heard yet whose perspective would change the analysis?

What I keep returning to

Increasingly, I am interested in how institutions adapt under uncertainty — how place-based ecosystems become structurally durable, how organizations operationalize ambitious change without losing coherence, and how governance structures evolve alongside the technologies they are meant to oversee.

Education

TRIUM Global EMBA
NYU Stern · LSE · HEC Paris · 2025–2027
MA, Social Thought
University of Chicago · 2007–2012
BA/MA, Politics, Philosophy & Economics
Oxford University · First Class Honours · 2003–2006
AA, Liberal Arts
Deep Springs College · 2001–2003

Currently

  • Founder & Principal, Attuned Futures
  • Building Rightsize AI — AI cost accountability
  • Special Advisor, Wright-Ingraham Institute
  • Startup Mentor, ClimateHaven
  • Guest Lecturer, NYU Wagner School of Public Service
  • Co-Founder & Board Treasurer, The Point

Expertise

Ecosystem buildingResearch-to-strategy Impact measurementAI governance Innovation programsExecutive facilitation Climate techPlace-based development Grants & fundraisingConvening Narrative & communicationsOrganizational transformation
Collaborative work session

Work that shaped portfolios, changed strategy, and built things that didn't exist before

Rigorous human-centered research — ethnographic, behavioral, multi-method — that reframes problems and changes what organizations do. The target is not just data: it is generating a shared baseline of understanding that allows executive teams to deploy capital, adjust portfolios, and make critical choices with clarity and care.

Ford truck at a construction site

Ford · ReD Associates

Reframing electrification around what truck owners actually needed

Ethnographic Research · Product Strategy · Electrification

Ford's product teams were optimizing for traditional truck specs. Our work shifted the inquiry: what structural role does a vehicle actually play in a commercial operator's life? I embedded with contractors, agricultural operators, and fleet managers — in-home interviews, ride-alongs, time at truck shows. The truck was not merely transportation: it was critical infrastructure, a mobile energy source, a tool for business continuity.

To ensure the research didn't sit on a shelf, I designed and led cross-functional alignment sessions bridging internal silos — enabling product, engineering, and finance to move forward together.

Outcome

Shaped Pro Power Onboard, bi-directional charging, and a $700M initial investment. Later expanded into a 3-year, $9M contract at Newlab.

EthnographyProduct strategyFacilitation
University campus

Gates Foundation · ReD Associates

Research that shaped a new philanthropic portfolio — one that proved critical during the pandemic

Philanthropic Strategy · Portfolio Development · Education Policy

The Foundation needed the evidentiary basis to commit significant resources to a new investment area. Our assessment identified a major gap: while flagship institutions received heavy philanthropic focus, mid-tier regional colleges — educating the highest concentrations of low-income students — were operating on highly vulnerable, asset-starved infrastructure largely unaddressed by existing funding.

Outcome

New investment portfolio on postsecondary resilience. When colleges faced severe pandemic pressure, the research framework had already identified these vulnerabilities — and the portfolio was positioned to respond.

Philanthropic strategyPortfolio developmentEducation policy
Young people by waterfront at night

Meta / Instagram

Finding the real strategic opportunity in social media — and building the alignment to act on it

Behavioral Research · Product Strategy · Cross-functional Alignment

Meta knew Facebook's Core App was losing cultural relevance with young adults. The key finding was structural: the platform was optimizing for friend-based connection, but the actual unmet need was community- and interest-based social discovery — a different product direction, not a feature refinement. I designed and facilitated workshops across product, design, research, and marketing that built the shared understanding necessary for a strategic shift.

Outcome

Catalyzed a new internal team focused on Groups, Marketplace, Events, and interest-based discovery — areas that became central to platform strategy in subsequent years.

Behavioral researchJobs-to-be-doneProduct strategy
Runner silhouetted against NYC skyline

Adidas

Finding $1.6B in growth hidden in changing behavior — across 24 markets in 12 countries

Consumer Research · Global Markets · Portfolio Strategy

Adidas Running needed both a clearer five-year brand strategy and a more consumer-driven innovation process. My team synthesized qualitative fieldwork, quantitative data, and macro trend analysis across 24 markets in 12 countries — surfacing segments and opportunity spaces invisible in the existing data. We delivered executive workshops that brought leadership into the runners' world, and lasting tools — personas, an innovation playbook, concept briefs — designed to sustain change after the engagement ended.

Outcome

Identified $1.6B in new product portfolio opportunities. Adidas Running expanded its portfolio to hit growth targets and established a more evidence-based innovation process.

Consumer researchForesightGlobal markets

Building things that didn't exist before — teams, programs, coalitions, measurement frameworks, civic innovation models. Defining what success means, designing the infrastructure that tracks it, and building the capacity for others to sustain it after you're gone.

Newlab interior atrium

Newlab · Brooklyn Navy Yard

Building a research and strategy function from scratch — and making it the engine of organizational growth

Institution-Building · Team Leadership · Operational Strategy

When I joined Newlab in 2021, design and strategy was a two-person function without formal operating systems or a clear institutional mandate. I built the performance management infrastructure, scaled the team from two to ten, and repositioned the function from internal support to a growth engine. That expansion helped grow the Ford relationship into a 3-year, $9M engagement and establish strategy and design as a core capability across the organization.

I also led cross-sector partnerships beyond New York — including work with Shell, LSU, and partners that contributed to a $450K DOE grant in carbon removal, helping establish the foundation for what later became Newlab New Orleans.

Outcome

Team grew 3×, driving majority of annual revenue for three consecutive years. Ford engagement expanded into a 3-year, $9M contract. $450K DOE grant through Shell / LSU / Battelle coalition.

Team buildingPerformance managementPartnership development
Newlab impact report

Newlab · Brooklyn Navy Yard

Building the impact framework that changed how Newlab understood and communicated its own value

Impact Measurement · GHG Modeling · Institutional Narrative

The assignment sounded straightforward: quantify Newlab's impact. The real challenge was structural. Newlab had grown rapidly across multiple functions with different theories of change — some focused on commercialization, some on economic development, some on network value. Before measuring impact, we first needed to resolve which of these narratives was primary.

I led the leadership team through an alignment process to establish a shared theory of value creation, introduced the CRANE tool to model projected GHG reductions from the startup portfolio, and built the institutional narrative that made Newlab's work legible to partners, funders, and civic stakeholders. The report mattered. But the deeper outcome was alignment — people began making decisions from the same map.

Outcome

Framework adopted as brand architecture foundation by the CMO and presented to CEO and Board Chair. What began as impact measurement became a shared decision framework and the foundation for Newlab's external narrative architecture.

Impact measurementGHG modelingInstitutional narrative
NYC DOT e-bike battery swap station

NYC DOT · Brooklyn Navy Yard

From urban infrastructure crisis to testable pilots to policy: e-bike charging at city scale

Innovation Program Design · Multi-Stakeholder Programs · Urban Policy

New York City faced a genuine crisis: tens of thousands of delivery workers were charging e-bikes in apartments, contributing to fires across the five boroughs. We reversed the typical municipal procurement playbook — mapping delivery workers' route constraints and operational needs before looking at technology solutions. We translated these human parameters into technical criteria, managed competitive open calls for tech partners, and monitored live urban pilots.

Outcome

One battery-swapping model reached thousands of swaps within months — because we talked to the workers first. A replicable framework for responsible urban innovation.

Urban policyPilot managementCivic innovation
Leaders forming partnerships at a convening

Newlab · Brooklyn Navy Yard

Designing a convening that generated 25 new partnerships — not just conversations about having them

Convening Design · Ecosystem Strategy · Partnership Development

Most convenings optimize for attendance. This one optimized for action. Participant selection, room design, facilitation, and follow-through were treated as variables to engineer collaboration rather than discussion. Partnership generation became an explicit success metric measured before, during, and after the event.

Convenings are infrastructure.

Outcome

Generated 25 documented partnership opportunities across Ørsted, Google, Con Edison, ARPA-E, Breakthrough Energy, and 27 other organizations from 32 participating institutions.

Convening designEcosystem strategyPartnership development

The full arc — research and strategic engagement that doesn't stop at insight but drives reorientation. New investment portfolios, new AI governance programs, new organizational risk postures. Connecting rigorous inquiry to institutional decision-making at the highest levels.

Etay Zwick facilitating an AI governance workshop

Globant / Newlab · Brooklyn Navy Yard

Helping a global technology company understand where ethical AI was actually headed — and what to build around it

AI Governance · Ethics & Technology · Innovation Program Design

True enterprise AI strategy is a question of political economy before it is a technical one — about who bears the cost of algorithmic error, who has the power to audit systems, and how public and private actors distribute accountability. I led 25+ expert interviews spanning the Partnership on AI, the NYU Governance Laboratory, Harvard researchers on race and algorithms, Tech Policy Press, the Columbia University Chief Data Scientist, the German AI Association, and founders of relevant startups. The research surfaced 24 solution areas across algorithmic bias, misinformation, and online harassment.

Outcome

25+ expert interviews, 24 solution areas surfaced. Shaped Globant's Open Call criteria for startup selection.

AI governanceEthics & technologyMulti-stakeholder facilitation
Executive team in a strategic meeting

Global CPG Manufacturer · Attuned Futures

Moving from fragmented exposure to coordinated risk posture — enterprise risk under geopolitical pressure

Enterprise Risk · Geopolitical Strategy · Cross-functional Alignment

A global consumer goods manufacturer faced rising tariff exposure and geopolitical volatility across its supply chain. The challenge was not identifying risks — each function had partial visibility. The challenge was converting fragmented insight into coordinated action across supply chain, finance, and commercial leadership.

Getting senior leaders from three functions to agree on priorities is a harder problem than modeling the exposure. The deliverable was not analysis but governance: ownership, mitigation actions, escalation triggers, and decision rights.

Outcome

Executive team moved from fragmented, function-by-function exposure management to a unified risk posture with clear ownership, escalation triggers, and cross-functional decision rights.

Enterprise riskGeopolitical strategyExecutive advisory
Strategy session in progress

What I do, and how I think about doing it

01

Research-to-Strategy

Turning rigorous research into strategic choices organizations actually implement.

02

Innovation Programs & Ecosystem Building

Designing and running multi-stakeholder innovation programs — from open calls and pilots to policy and scale.

03

AI Strategy & Governance

Treating AI adoption as an organizational and governance challenge before a technical one — building accountability structures, not just capabilities.

04

Impact Measurement & Institutional Narrative

Building the frameworks that help organizations understand and articulate their own value — to partners, funders, and themselves.

05

Organizational Transformation & Team Building

Building the teams, operating systems, and performance infrastructure that turn strategy into sustained organizational capability.

06

Executive Facilitation & Convening

Designing convenings where participant selection, format, and facilitation are engineered for partnership generation, not just attendance.

Institutions and communities I help build beyond client work

The Point magazine

Co-Founder & Board Treasurer

The Point

An intellectual journal praised by The New Yorker and The New York Times as leading a renaissance in the American essay — and the founding institution behind the Program for Public Thinking, an educational initiative developed in partnership with the University of Chicago.

Visit The Point →
Desert landscape at golden hour

Special Advisor

Wright-Ingraham Institute

A civic institution dedicated to long-term environmental systems research and community resilience, with a particular focus on desert environments. I advise on institutional strategy, innovation programming, and ecosystem positioning.

Teaching at NYU Wagner

Guest Lecturer

NYU Wagner School of Public Service

Teaching Design Thinking for public sector innovation — translating human-centered research methods into tools that public servants and civic leaders can use to design better services, programs, and institutions.

If you are building something ambitious or navigating a meaningful transition, I'd welcome the conversation.

I respond to every message personally.

Leadership opportunities

Managing Director, SVP, VP Strategy, Executive Director at foundations, civic institutions, innovation hubs, university-based centers, or mission-driven companies where research rigor and strategic leadership are equally valued. Drawn to roles where the mandate is ambitious and the playbook hasn't been written yet.

Strategic advisory

Engagements through Attuned Futures — research, strategy, impact measurement, and organizational design for institutions in the middle of a genuine strategic pivot or building something that doesn't yet exist.

Research & speaking

Collaborative research at the intersection of rigorous inquiry and institutional action — AI governance, climate tech, place-based economic development, civic innovation. Also workshops, lectures, and convenings.