A new book by Gary van Broekhoven

The Truth Gap

The grams framework

How Leaders Uncover What People Really Mean.

The practical guide to conversations that actually change decisions. Built from 27 years of working with innovation teams at Disney, NASA, American Express, and ING.

Coming May 2026

Pre-order now and get the ~~€75~~ GRAMS digital course for FREE

Or add your name to the waitlist

Some Of the Brands Now using grams

The Problem

Most conversations in organisations are

a waste of everyone's time.

Not because people are lazy. Not because they do not care.

Because nobody ever taught them how to ask a question that actually gets to the truth.

So teams run interviews and hear what people think they should say. Product managers sit through user research and come back with confirmation of what they already believed.

Leaders make decisions based on what the loudest voice in the room wanted them to hear.

The information was right there. The conversation just never reached it.

This book is about fixing that.

The Book

100 pages.

One method you can use tomorrow.

This is not a textbook. It is not a collection of theories. It is a practical, field-tested guide to having conversations that surface what people actually think, need, and will do.

The GRAMS Framework

A five-part method for structuring any conversation, from customer interviews to stakeholder alignment meetings to difficult conversations with colleagues.

Real Stories

27 years of consulting work with Fortune 500 innovation teams. Named clients. Real stakes. Real outcomes.

Scripts and Questions

Example questions you can use word-for-word in your next meeting. No need to improvise from first principles.

Exercises in Every Chapter

Practise immediately, not next quarter. Each chapter ends with something you can try in your very next conversation.

Pre-order now and get the ~~€75~~ GRAMS digital course for FREE

Or add your name to the waitlist

Who This Is For

Anyone whose decisions depend on other people's honesty.

Innovation and product leaders

You are making bets with real money. You need to know whether the signal you are hearing from customers is genuine or just noise.

UX researchers and designers

You already know how to run interviews. This gives you a sharper structure for hearing what people are not saying.

UX researchers and designers

You already know how to run interviews. This gives you a sharper structure for hearing what people are not saying.

Founders and entrepreneurs

You do not have time or budget to get customer discovery wrong. This makes every conversation count.

Anyone who leads through conversation

If you manage people, sell to people, or collaborate with people, you will use this method every week.

Pre-order now and get the ~~€75~~ GRAMS digital course for FREE

Or add your name to the waitlist

About the Author

Gary van Broekhoven

Gary has spent 27 years helping organisations understand what their customers, users, and teams actually think.

As a former VP of Innovation and Global Head of CX, he has led behavioural design and innovation work for Disney, NASA, American Express, ING, and IDEO, among others. He currently lectures on consumer psychology and behaviour design at ESADE and Harbour Space University in Barcelona.

He is the founder of What Drives Them, a consultancy that coaches innovation teams to make better decisions by understanding what really drives the people around them.

The GRAMS Method is the framework at the heart of his teaching and consulting work. This book puts it into your hands.

What people say about the GRAMS Method

Tanya

Founder, Rankingonai.com

The GRAMS framework is gold. It strips out the noise and focuses on what really matters in user interviews. Gary doesn't just teach; he translates complexity into action. Super sharp, super helpful.

Emiel

EO member and Entrepreneur

Gary ran a workshop at our EO retreat and his GRAMS framework was extremely insightful to decode the customer experience. Multiple founders are now using his GRAMS framework and are seeing impressive results.

Maite

Design Strategist

Not only the content was very interesting and applicable, but the session itself had a super clear and engaging structure. I have already absorbed the content and used it in a Design Sprint session with the team.