Our Founder

AndiPortraitSmallAndrea (Andi) Simon, Ph.D., principal and founder of Simon Associates Management Consultants (SAMC), has over twenty years’ experience as a senior executive with financial services and healthcare institutions.

Dr. Simon’s expertise lies in helping companies and non-profit institutions develop their purpose and brand positioning, redesign their organization’s culture and improve their financial performance, using innovative and effective product development and marketing methodologies. Andi is particularly effective at understanding how customers really “see, feel and think” about a company’s products, services and customer experience, then focusing corporate leadership on those users’ and non-users’ unmet needs as a way to open new market space.

Corporate Anthropology

SAMC was formed over a decade ago to bring the insights of ethnography, the tools of managing change in diverse industries, and the observations garnered from anthropological research to help companies change. From large organizations searching for their next big idea to entrepreneurs, small and mid-size companies or start-ups seeking new growth strategies, Andi found that they all needed a way to see what was happening “next.”

On Sale Now!
“On The Brink: A Fresh Lens To Take Your Business To New Heights”

Dr. Simon’s new book is available now. In it, she highlights seven client stories which demonstrate how corporate anthropology, Blue Ocean Strategy® and Innovation Games® helped them re-ignite growth in their organizations. These insightful, instructive case studies make corporate anthropology easy to understand and offer tools you can use to help your own company sustain its growth in changing times.

If you would like to learn more about her upcoming book and the timely lessons it contains, contact Dr. Simon at info@simonassociates.net.


Dr. Simon’s expertise was developed in academia and in leading companies that needed to change. She has been a tenured professor of Anthropology and American Studies at Ramapo College in New Jersey, where she produced two distance-learning TV series for Sunrise Semester on CBS TV. She was also a visiting professor at Washington University in St. Louis, teaching Entrepreneurship to Arts and Science Students.

Dr. Simon’s business experience includes positions as Executive Vice President at First National Bank of Highland (now a division of M&T Bank), Senior Vice President at Poughkeepsie Savings Bank, and a Senior Executive in management, marketing and branding at several financial services companies, including Citibank and NatWest Bank. She also established new marketing and branding for a number of healthcare institutions, including Montefiore Medical Center, St. Joseph’s Regional Medical Center and Hurley Medical Center.

In all of her executive positions, Andi has successfully led companies to adapt to changing business and economic environments.

Blue Ocean Strategy®. Since 2007, Dr. Simon has been conducting workshops for CEO and Key Executives on Blue Ocean Strategy. Her lecture and workshop, “Change Matters: How to Open New Market Space,” has been presented over 200 times in the U.S. and Canada. Andi is a trained practitioner in Blue Ocean Strategy and has helped numerous companies discover new Blue Oceans, successfully opening up new markets with them.

Innovation Games®In 2011, Dr. Simon and her partner/husband Andy Simon became trained facilitators and trainers in Innovation Games, serious games to spark business innovation. SAMC uses Innovation Games with clients, typically conducting between 25-30 game sessions each year. Some companies host Innovation Games on-site to help their own employees change. Others hold Innovation Games with non-customers or clients in order to include them in a creative process for constructing new products, refining marketing communications or designing new solutions.

Culture ChangeSo many of SAMC’s clients find themselves in need of a cultural assessment and as a result, a culture change process. Dr. Simon is qualified in using the Organizational Culture Assessment Instrument (OCAI) developed at the University of Michigan, and is an affiliated consultant with the OCAI Online organization in the Netherlands. The OCAI survey is available in twelve languages and is widely used by companies such as HP, GE, MetLife, ING and Shell.


Dr. Simon has won numerous Addy and Aster awards for her marketing and advertising campaigns. She is a well-published author with articles in Forbes, Business Week and numerous publications and online blogs. She is a guest blogger for FierceHealth Hospital Impact and Executive Street Blog.

Andi would be pleased to speak with you; please contact her.

Contact Andi