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Think First Serve

A track record of measurable success

Years of working with national and international organizations has taught us that clarity about what’s most important can make or break the performance of any business or team, product or service. Our experience in training competitive tennis players also reveals that focusing on the most influential shot in the game, the first serve, has a critical impact on winning or losing.

In both cases, the quality of thinking and emotions has a profound impact on success or failure. Thus, our name Think First Serve® represents the belief that if you think first about the primary purpose you serve, you’ll be much more effective and successful-–especially in situations that are new, complex or uncertain.

Think First Serve commits 10 percent of its time to service activities. Examples of our services include:


Supporting the Carnegie Hall PLAYUSA collaboration initiative with problem solving preference workshops for refugee students at Buffalo String Works.


Development of music performance education for Suzuki Violinists of Western New York.


Design and delivery of Shining Stars Adaptive Tennis Program, bringing tennis to children with autism.

Design and delivery of strategic retreats for Future in our Hands, USA.

Service Activities

Founding partners


Brian has 30+ years’ consulting experience and has delivered hundreds of innovation programs, training courses and performance improvement workshops in 21 countries around the world.

  • Co-developer of current Creative Problem Solving method

  • Author of more than 60 books, chapters and articles on the subjects of creativity, mental imagery and problem solving

  • World-class facilitator, speaker and trainer in organizational innovation and growth

  • USPTA-certified tennis teaching professional

  • Accomplished tennis player and sports performance coach


Samantha has 25+ years of international experience in leading organizational change and transforming business performance. She is a facilitator and trainer of Creative Problem Solving, and qualified in assessments that develop leadership, collaboration, communication, decision making, engagement and performance.


  • Former vice president in international direct-to-consumer publishing business

  • Specialities in strategic facilitation, organizational development, consumer insight, product development and process improvement

  • Author and speaker at numerous conferences on innovation and the impact of creative consumer research on marketing, product and service development

  • Specialist in the design and application of non-traditional research approaches that enable organizations to create competitive edge

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