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Who We Are

Practitioners who've
led from the inside

Ingenium Plus Holdings is not a traditional consulting firm. We are practitioners — people who have built, led, and transformed organizations from the inside — who bring that lived experience to every client engagement.

A firm built on a different premise

Most consulting firms start with frameworks and adapt them to clients. We start with clients and build from there. Every methodology we deploy — from Mission Planning to Ethnography to the BaOS framework — emerged from real work inside real organizations, refined over decades of engagements with some of the most demanding brands in America.

Our conviction is simple: the gap between what an organization promises its customers and what its people actually deliver is not a communication problem. It is a cultural, leadership, and systems problem — and it requires an integrated solution that most firms are not equipped to provide.

We provide that solution. Not by borrowing industry best practices, but by building frameworks that are authentically tied to each client’s brand promise — from the outside in.

Our flagship framework: BaOS →
Our Operating Principle
"Culture and leadership have to be built from the outside in — from the customer first."
BaOS Framework — Ingenium Plus Holdings
25+
Years of Practice
150+
Brands Transformed
5
Sectors Served
95%
Ethnography Candor Rate
What We Believe
Three convictions that shape every engagement
01
Outside-in always wins
Culture built from the boardroom produces posters. Culture built from the customer promise produces behaviors. The direction of design is everything — and most organizations have it exactly backward.
02
Truth before prescription
Ethnography before strategy. Diagnosis before design. We will not recommend what to build until we understand what is actually there — not what leadership wishes were there. Surveys tell you what people will say. Ethnography tells you what's true.
03
Systems over programs
One-time culture initiatives fade. Systems sustain. Every engagement we build is designed to become a self-operating part of the organization — not dependent on Ingenium Plus to keep working.
Clients
Organizations that trusted us with
what matters most
🍕
Papa John's
Food & Restaurant
🥗
Panera Bread
Food & Restaurant
🐔
Chick-fil-A
Food & Restaurant
🍗
Zaxby's
Food & Restaurant
✈️
Delta Air Lines
Aviation
🏦
Lendmark Financial
Financial Services
🎖️
Dept. of Defense
Government & Defense
+
150+ brands
Across all sectors
Leadership
Three founders.
One shared conviction.
Jeff Gray
Founding Partner
Jeff Gray
Technology & Strategy
Former IBM Chief Technologist. 20+ years guiding global organizations through digital transformation and employee engagement strategy.
Bud Parker
Founding Partner
Bud Parker
Organizational Effectiveness
25+ years inside Home Depot, Walmart, Delta, Papa John's, and Panera — a student of organizational effectiveness and theory-to-operations translation.
Erik Lutz
Managing Partner · Founder
Erik Lutz
Financial & Operational Strategy
Serial founder with a 30-year career spanning financial services, human capital technology, and executive leadership. The operational anchor of every engagement.
Our Mission
Built from the outside in.
Every time.

The traditional consulting model retreats to frameworks developed for other organizations and adapts them to yours. Our model begins with your brand promise — what you have committed to your customers — and builds every people system, leadership model, and culture initiative backwards from that commitment.

This is not a philosophical preference. It is a structural choice that produces measurably different results. When the same behaviors that close the brand promise are what you hire for, develop for, and reward for, the gap closes. Organizations become coherent. Culture becomes competitive advantage.

The BaOS Framework →Start a Conversation →
$840M
To $2.4B — Zaxby's Revenue
9mo
Delta Platform Delivery
15
Ethnographic Dimensions
95%
Research Candor Rate
Work With Us
Every relationship begins with
a Mission Plan
Before we recommend anything, we sit with your leadership and establish what success actually looks like. That conversation changes everything that follows.
Schedule a ConversationView Our Services