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Eric Holtzclaw - . Greater Atlanta Area, GA, US

Eric Holtzclaw

Columnist, Lean Forward on

Greater Atlanta Area, GA, UNITED STATES

CEO of Laddering Works, LLC | Columnist, Lean Forward on | Co-Host The "Better You" Project Radio Show





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Eric Holtzclaw talks about the death of demographics Eric Holtzclaw Shares His Vision for User Insight's Future Eric V. Holtzclaw, CEO, on User Insight's Social TV Experiment Social TV Event - Meet the Social TV Viewers!




Eric has the opportunity to conduct in-depth interviews and understand thousands of consumers annually. He uses this deep knowledge of consumer behavior, combines it with proprietary laddering techniques and a custom technology solution to advise the world’s leading brands on prioritizing strategic investments in technology, marketing and product design.

He is the Founder/CEO of Laddering Works, a marketing strategy firm, and is acting Vice President and General Manager of Preference Management Consulting for PossibleNOW, the industry leader in multi-channel consumer preference management. He has spent 20+ years creating opportunity by identifying and capitalizing on emerging trends and disruptions to business. His professional experience includes: founding multiple successful start-up companies, including one of the first profitable Internet enterprises, and serving as the strategic lead in the implementation of dozens of products and services worldwide.

A sought after speaker on consumer behavior and entrepreneurship, he is co-host of the weekly radio show The “Better You” Project which highlights the stories of individuals that start companies. The show runs on The Better You Network that provides support to owners through the different stages of company growth. His weekly column, Lean Forward, about the future of business and technology appears on Eric’s book, Laddering: Unlocking the Potential of Consumer Behavior, is scheduled for release in July, 2013.

Industry Expertise (6)

Social Media


Market Research

Writing and Editing

Business Services


Areas of Expertise (6)

Strategic Planning


Project Planning

Social Media



Accomplishments (3)

Toastmaster of the Year (professional)


Named Toastmaster of the Year for 2011/2012

Competent Communicator (professional)

Completed Toastmaster's Competent Communicator track of training.

Atlanta's Top 40 Under 40 (professional)

Recognized as one of the Top 40 Under 40 business leaders in Atlanta.

Education (1)

North Georgia College and State University: BS, Computer Science 1994

Affiliations (2)

  • Vistage International Entrepreneurial Advisor Forum
  • Toastmasters

Event Appearances (17)

7 Keys to Giving a Killer Presentation

Product Camp  Atlanta, GA


Entrepreneurial Journey of User Insight

Sandy Springs Business Radio  Sandy Springs Radio


5 Dirty Little Secrets of Demographics

WebVisions Conference  Portland, Oregon


Social TV Panelist

Digital Hollywood  Los Angeles, CA


5 Dirty Little Secrets of Demographics (Keynote)

ShopVisible Client Connect  Atlanta, GA


Power of Personas for Product Success

Product Management Talk  Internet Radio Show


Mobile Payment Consumer Panelist

Mobile Payment Conference  San Francisco, CA


Persona Application to Mobile Devices

Product Development and Management Association  Atlanta, GA


Personas Done Properly

Kimberly Clark Expo  Atlanta, GA


Social Media TV Personas

SoCon 2012  Kennesaw, GA (KSU)


Social Media TV Personas

Women in Cable Conference  Denver, CO


Social Media TV Personas

World Usability Day  Canada (Webinar)


Social TV Persona Keynote

Social TV Event  Atlanta, GA


Personas Done Properly

Product Camp  Atlanta, GA


SoMeTV Project

Atlanta UX Showcase - CHI Event  Atlanta, GA - Georgia Tech


Understanding Small Business Buyers

IngeniousMed Sales Offsite  Atlanta, GA


Social TV Users

EmMeCon  San Francisco, California


Sample Talks (3)

Demographics are Dead

Traditionally, companies have developed and marketed products and services based on market segmentation and demographics, assuming that the features, functionalities and messaging will meet the needs of all of the users in that demographic – a "one size fits all" mentality. In today’s many-to-many world, users increasingly group themselves largely based on values, interests and aspirations – not by sex, race, age or even location. Eric talks about the new world order through case study examples.

Understand Social Media By Uncovering the True Motivation

Just as we all spend time at our local coffee shop for more than just a good cup of joe, the trick to engaging with your customers is not knowing what they do, but discovering why people are interacting and how you should respond. There is no online tool or shortcut to understanding customers as individuals. Businesses must dive into the lives of their customers and look at not only what is being shared - but who is sharing, and why. Eric introduces you to the Social Media family.


Based on Eric's book - laddering is Eric's trademark speaking and workshop topic developed as a culmination of his experience building companies and providing strategic advise to the world's top brands. During this work, he identified a key difference between those companies that work well and those that suffer from dysfunction and missed opportunity. Eric's laddering approach fundamentally changes the way your team works and your company approaches it's market.



  • Keynote
  • Panelist
  • Workshop Leader
  • Author Appearance


1000 to 3500 *Will consider certain engagements for no fee