Grant C. Gooding, MBA


Grant got his professional start in the mergers and acquisitions world working first on the legal side then buy-side analysis, valuations and eventually transition management.  After roughly a decade of analyzing, valuating and transitioning hundreds of small and mid-market businesses, Grant naturally gravitated towards evaluation of marketing and advertising expenses – the one line item in a P&L that he found most businesses struggle to understand and measure.

Grant started PROOF in 2012 with the idea of creating a way to bring clarity and understanding to marketing and advertising by combining statistics with emotional measurement.  Today, PROOF is emerging as a market leader and has performed almost 200 research projects for organizations helping them understand the emotions of their customers and identify the most effective messages and mediums to generate more sales.


Grant holds a Bachelor’s degree in Business Administration from William Jewell College/UMKC and graduated with honors from The Bloch School of Business with an MBA in qualitative marketing at UMKC.

Grant has been certified as an expert in business valuation which he practiced in both Missouri and Kansas where he valuated businesses for disputes, transitioning owners, mergers and buyouts.

Awards & Recognition

Grant has been awarded the Next-Gen Leader award from the Kansas City Business Journal in 2017, was selected to the UMKC Marketing Advisory Board, the Helzberg Entrepreneurial Mentoring Program and the Top Gun leadership team in 2016.


Grant serves as a board member to several for profit and non-profit organizations and is a frequent lecturer in the areas of marketing strategy, marketing psychology and marketing data-analysis.  Grant is passionate about educating in the areas of entrepreneurship and apart from his other speaking engagements is a standard speaker, judge and mentor for ScaleUP, the Kauffman Foundation, the Enterprise Center of Johnson County (ECJC) and the Sprint/DFA Techstars program.

Off the Clock

As a former music performance major, Grant enjoys attending live music events with his wife Stacey and going on outdoor adventures with his 3-year-old son, Jameson and Golden Retriever, Harley.

Grant in the News

7-28-17 Grant honored as NextGen Leader by the KC Business Journal

3-25-16 KC Business Journal does a feature on PROOF.