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 over 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

Next-Gen Leader award from the Kansas City Business Journal in 2017
KC Small Business Champion 2018
BBBS Most Wanted 2018
Selected to the UMKC Marketing Advisory Board
Helzberg Entrepreneurial Mentoring Program (Marketing Board)
Top Gun leadership team in 2017.


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 keynote speaking engagements is a standard speaker for Vistage, Chamber’s of Commerce, 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 sons, Jameson and Beckham, and their Golden Retriever, Harley.

Current Boards and Organizations:

Helzberg Entrepreneurial Mentoring Program (HEMP) Class of 2015
– Marketing Board Member
– Class President
UMKC Marketing Advisory Board Member 2017, 2018
Maverick CEO Group 2018
KC Business Journal Next-Gen Leader 2017
LS Velocity Board Member
Top Gun KC

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.