About Friend Group
We’ve been there, too.
We know what it’s like to lead through shifting priorities, reorganizations, tighter budgets, new tools, and one more transformation layered onto everything already in motion. We’ve felt the pressure to deliver results while keeping teams engaged, organizations healthy, and the work moving forward.
That experience shapes how we approach change and how we support the people responsible for making it happen.
We’re a business strategist and a service designer with deep backgrounds in operations. One of us naturally starts with the numbers: financials, business models, organizational priorities, and what it will take to make the strategy work. The other starts with people: employee and customer needs, behavior, experience, and what will make the change usable.
Together, we see the whole system: the business case, the people affected, and the operational details that determine whether an idea takes hold.
Skip the consulting theater and dependence by design. We’re trusted partners who have been on your side of the table and know how to make change happen from within.
♥︎ Lindsay & Angela
We know how change works from the inside.
Our corporate experience taught us that change rarely fails because no one had a good idea. It struggles when the plan doesn’t reflect how work happens, when employees are brought in too late, or when leaders are handed a strategy without the support to implement it.
We work alongside leaders to understand the environment, navigate competing realities, and turn direction into action. That means helping with the thinking, the implementation, and the human work required in between.
Fractional by design.
We get close enough to understand your organization without becoming another permanent layer inside it. That gives you experienced, senior-level support when the work calls for it, without adding full-time headcount or handing the engagement to a consulting bench after the first meeting.
Our role can expand or contract with the work, from a focused assessment to implementation and ongoing change support. We bring an outside perspective, work within your reality, and build your team’s ability to carry the work forward.
“Lindsay helped us define, pilot, implement, and document the processes that scaled our 40-person research organization. She created the templates, guidelines, governance, and operational infrastructure that made those programs sustainable rather than simply good ideas.
She is an exceptionally strong change leader. For an organization trying to scale, navigate change, or turn an ambitious strategy into something that works in practice, Lindsay is exactly the person I would want to help figure out how to make it happen.”
“I had the pleasure of working with Lindsay on job descriptions and a career framework for CVS [design], and her leadership was exceptional. She navigated a complex process with senior leaders and HR, built alignment across stakeholders, and framed the work with clarity and impact.
I highly recommend Lindsay for any role that requires influence, collaboration, and the ability to make meaningful change happen.”
What Our Collaborators Say
“Angela served as the Chief of Staff for the Digital Design organization — which was over 500 employees and contractors at the time. When the leadership team was unsure of the next steps we should take or who should be on point to drive an initiative, Angela was always ready to step up. She also brought this can-do attitude to new technologies or processes, whether it was creating new views in Airtable or getting data out of Jira, Angela was willing to step in, learn, and then create processes, tools, or documentation for others to follow. I would welcome a chance to work with Angela again. She would be an asset to any organization.”
Frequently Asked Questions
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Both of us. There's no bench or handoff after the sales call.
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Some challenges require senior expertise and focused capacity, but not necessarily a permanent position. A fractional partner can step in quickly, bring perspective from outside the organization, and stay focused on the initiative without getting pulled into day-to-day responsibilities. Because we have worked within complex organizations ourselves, we know how to operate within existing realities, earn trust, and make change happen from the inside.
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After years inside large organizations, we saw how often leaders needed experienced support for a specific moment of change, not another permanent role to manage. We created Friend Group to bring our corporate experience to where it’s most useful: helping leaders untangle complex problems, move important initiatives forward, and leave their teams stronger than we found them.