Great teams drive lasting success.
Joe Kapp (CEO)
Our Team
Our Dedicated Team
We specialize in providing tailored solutions to address your unique challenges, and maximize profitability.
Joe Kapp
CEO / Founder
Tom Dufour
Business Analyst
Carlos Gutierrez
Attorney
Tina Metzer
Strategy Director
After decades of working at the crossroads of business performance and human behavior, Joe Kapp saw a pattern too many leaders were missing: even the best strategies fail when they ignore how people actually think, decide, and act. Whether in sales, marketing, or leadership, behavior—not just systems—was the real driver of outcomes. This realization sparked the creation of Behavioral Business: a consulting firm built on the belief that lasting transformation happens when organizations align their operations with the psychology of the people behind them.
In 2014, Joe launched Behavioral Business with a mission to embed behavioral insight at the heart of business strategy—empowering leaders to make smarter decisions, drive sustainable growth, and deliver long-term impact. A serial entrepreneur with over three decades of experience, Joe’s career has consistently focused on helping organizations navigate complexity through behavioral strategy. As a coach and advisor, he has helped CEOs, executives, and entrepreneurs raise millions in funding, execute innovative strategies, and reimagine how they deliver value.
Joe built and sold his first company while still in college, and since then, he’s advised global leaders such as KPMG, GE, Johnson & Johnson, GlaxoSmithKline, and other Fortune 50 firms. His work has centered on the adoption of innovative sales, marketing, and business automation technologies—always with a behavioral human lens.
Appointed in 2016 to the U.S. Department of Commerce’s National Advisory Council on Innovation and Entrepreneurship, Joe is also the co-founder of the National Center for Resource Development (NCRD), a nonprofit that helps mission-driven organizations increase their impact through entrepreneurial strategy.
Alongside his consulting and nonprofit work, Joe has launched multiple ventures and built a financial services firm where he guided hundreds of small businesses and high-net-worth families in building wealth and protecting assets. He is also the co-founder of LGBT Tech, a nonprofit exploring how emerging technologies can create opportunity and equity in underserved communities.
Joe’s leadership and impact have been featured in The Washington Post Magazine, and in 2022, he was invited to speak at the United Nations General Assembly Science Summit. His work has taken him across the globe—from local startups to national governments—helping build innovation ecosystems grounded in behavioral insight.
An accomplished writer and speaker, Joe has contributed thought leadership to national outlets on topics ranging from entrepreneurship, sales, and financial planning to nonprofit resource development. His recent contribution to the U.S. Federal Reserve Bank’s Investing in Rural Prosperity further underscores his commitment to inclusive economic growth. His insights have been featured by the Associated Press, The Journal of Financial Planning, AARP, the Washington Business Journal, the Washington Post, and more. Joe holds a Master’s in Government Administration from the University of Pennsylvania and a Bachelor’s in Economics from Florida State University. Beyond his work, he’s passionate about travel, scuba diving, and photography. He currently serves as Chair of the Smithsonian Center for Folklife and Cultural Heritage.
Joe Kapp
Tom is a business and marketing analyst at Behavioral Business, where he combines behavioral thinking with strategic insight to help organizations turn data into action. With a sharp analytical mindset and an entrepreneurial drive, Tom supports clients in identifying growth opportunities, uncovering patterns in performance, and aligning strategies with the way people actually engage, decide, and behave. Currently pursuing a degree in Global Business Administration at EMLYON Business School—a leading French institution known for its emphasis on entrepreneurship and innovation—Tom blends academic rigor with real-world execution. His ability to navigate complex business environments with clarity and creativity makes him a valuable contributor to strategic planning, competitive analysis, and market research engagements.
Grounded in a background in luxury hospitality, Tom developed a deep understanding of human experience and service excellence through roles in prestigious five-star hotels. This early immersion into high-performance environments shaped his attention to detail, emotional intelligence, and instinct for anticipating needs—skills he now brings to client projects focused on customer behavior, brand positioning, and operational efficiency.
Bilingual in French and English, Tom brings a global perspective and collaborative spirit to every team he joins. Whether modeling consumer behavior, mapping business ecosystems, or supporting go-to-market strategies, he ensures insights are both data-driven and behaviorally informed.
Beyond his professional work, Tom is a passionate traveler, motorcyclist, and triathlete. His appetite for adventure and continuous learning mirrors his approach to business—curious, disciplined, and driven to explore new frontiers.
Tom Dufour
Carlos Gutierrez
Carlos Gutierrez brings a unique blend of legal expertise, corporate leadership, and behavioral insight to his role as Senior Consultant at Behavioral Business. With a career spanning the White House, Fortune 500 boardrooms, and national nonprofits, Carlos helps clients navigate complex decisions, accelerate leadership growth, and design meaningful personal and professional transitions. His approach is grounded in strategic clarity, behavioral awareness, and accountability. Carlos began his legal career as an intern at the Federal Communications Commission, where he contributed to the implementation of the Telecommunications Act of 1996. He went on to practice communications law at the firm Mintz Levin, and later served as Assistant to the Special Counsel to the President at the White House. With a J.D. from Georgetown University Law Center, Carlos quickly rose through the ranks of the media industry, eventually becoming one of Discovery Communications’ top legal and business executives. He led the company’s international legal affairs, helped shape strategic programming direction for Discovery Channel, and served as Head of Business and Legal Affairs for 3net—a joint venture between Sony, IMAX, and Discovery. Driven by a passion to help others grow and thrive, Carlos co-founded Behavioral Business to combine his corporate experience with his consulting expertise. He works with a wide range of private and organizational clients—guiding CEOs, nonprofit directors, and rising leaders through inflection points in their careers and organizations. Whether navigating high-stakes transitions, designing more behaviorally effective strategies, or addressing inclusion and governance, Carlos supports clients with insight, honesty, and practical tools rooted in behavioral science. Carlos is also an experienced HR and organizational advisor, having served as the lead human resources officer for higher education institutions, advising college presidents on a broad range of corporate, legal, and people-related issues. To further deepen his consulting practice, he is currently completing certification with the Coaches Training Institute (CTI)—one of the world’s leading programs in co-active coaching.
Tina Metzer
Tina Metzer is a Senior Coach at Behavioral Business, where she transforms strategy into action through behaviorally-informed coaching and execution. Known for her ability to turn vision into results, Tina specializes in organizational alignment, leadership support, and end-to-end management of large-scale initiatives—including conferences, stakeholder workshops, and cross-sector collaborations. Her coaching helps clients move beyond intention, unlocking clarity, consistency, and performance. At Behavioral Business, Tina plays a central role in the coordination and execution of national conferences, multi-stakeholder initiatives, and high-touch strategic engagements. She ensures every detail—from behavioral design to operational delivery—is aligned with the client’s goals and human dynamics. With a clear understanding of what drives follow-through, accountability, and effective communication, Tina helps individuals and teams move with confidence and clarity. Her extensive background in workforce development and human resources strengthens her coaching approach. Tina has designed and implemented training programs, supported HR systems, and helped leaders across sectors build cultures of trust, performance, and behavioral accountability. She has advised on employee engagement, change management, and organizational effectiveness, always with a focus on the real human behaviors that impact outcomes. Tina’s experience spans nonprofit, academic, and private-sector settings, bringing a collaborative and solutions-focused mindset to every engagement. Her ability to spot behavioral roadblocks and translate them into growth opportunities makes her a trusted advisor to leaders navigating complex environments. She holds a Bachelor’s degree in Business from Bridgewater College and a Master of Science in Human Resources from Towson University. When not coaching clients, Tina enjoys hiking, reading, and spending time with her daughters and their many pets.