The Story Behind Griot Advisory

Experience. Perspective. Purpose.


Griot Advisory was founded on a simple belief: the most meaningful business transformations begin with people.


We believe technology should expand human potential, strategy should create meaningful direction, and leadership should inspire people to achieve what they might not have imagined possible.


Our work brings these beliefs together through business and AI advisory, experience design, executive coaching, and the power of storytelling.

Meet Lance Moncrieffe

A Storyteller. A Strategist. 

A Human-Centered Leader.

Lance Moncrieffe is the founder of Griot Advisory, an executive advisor, design and innovation leader, keynote speaker, and author.


Throughout his career, Lance has helped organizations build design capabilities, develop customer-centered strategies, introduce emerging technologies, and navigate complex transformation initiatives.


Today, Lance brings this experience to Griot Advisory, helping organizations and leaders connect strategic vision with practical execution.


Why Griot?

Every Great Transformation Begins With a Story.


The word GRIOT comes from a West African tradition of storytellers who preserve knowledge, connect generations, and give meaning to collective experience.


The name reflects an important part of our philosophy.


Strategy needs a narrative. Technology needs a human purpose. Leadership needs the ability to connect people to a shared vision.


At Griot Advisory, storytelling is more than a communication technique. It is a way of creating understanding, building alignment, and helping people make sense of complexity.


We use this perspective to connect business strategy, artificial intelligence, experience design, and executive leadership.

Our philosophy

Human-Centered by Design. Strategic by Nature.


People Before Technology

We begin by understanding the people, problems, and experiences that matter. Technology should serve human needs, not define them.


Strategy Before Solutions

We believe the right questions lead to better decisions. Every engagement begins with understanding the business challenge and defining meaningful outcomes.


Collaboration Before Silos

Meaningful change happens when business, technology, product, experience, and organizational leaders work together toward a shared purpose.


Clarity Before Complexity

Complex ideas should not require complicated explanations. We help organizations simplify challenges, establish priorities, and communicate a clear path forward.


Action Beyond Inspiration

Ideas are valuable when they lead somewhere. We connect strategic thinking with practical plans, measurable objectives, and the capabilities needed to move forward.