New York

Barrie Berg

Partner, Global CEO

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arrie Berg is Partner and Global CEO of ?What If!, a global innovation consultancy that partners with the world’s most successful, forward-looking companies to deliver bottom-line impact. ?What If! invents new products, brands, services, and business models and helps its partners build their in-house innovation capabilities—and has done so for nearly 20 years.

Barrie’s own 25-year career working with business leaders across the globe has seen her hone a rare talent for carving out new market spaces, defining bold new growth paths, and charting practical routes to capturing them. Before joining ?What If!, Barrie was a partner of multinational consulting firm Booz & Company for 16 years. She then launched her own consulting practice, working principally in partnership with private equity investors on businesses ranging from fashion and media to food and beverages. Barrie has served on the boards of several public and private companies and played an active role on the boards of Ford Models, Inc. and Golden Seeds, an angel investor group that makes early-stage investments in women-led businesses. She has also done pro bono work on both sides of the Atlantic, including working with 10 Downing Street on UK internet strategy and helping the Partnership for NYC assess the economic impact of 9/11 on the retail economy.

Barrie holds an MBA from Harvard Business School and a BA cum laude from Yale University. She is a native Californian with dual UK and US citizenship, speaks Spanish and Portuguese fluently, and loves the bossa nova.

FROM the greenhouse