Rob and Aviva Kleinbaum, Authors of Creating a Culture of Profitability - A Revolutionary Model for Managing Culture

Biography - Rob Kleinbaum

Rob Kleinbaum, founder of RAK & Co, has over 30 years experience working in industry and consulting. He has worked on a wide variety of projects in many industries and countries. A common theme is problems rooted in multiple issues and culture. His wife and partner, Aviva, has always understood the importance of culture and their debates, along with his experience, started them on the road that led to Creating A Culture of Profitability.

Quoted extensively in the global press, Dr. Kleinbaum has been featured on NPR, MSNBC, BBC, the LA Times, Reuters, Asahi Shimbun, and has been quoted by David Brooks in the New York Times. He is on the Executive Committee of the Cultural Change Institute and is a Fellow and former Board member of the Society of Decision Professionals.

Dr. Kleinbaum was also a partner at Strategic Decisions Group, a major global consulting company, and an executive and founder of General Motors’ Decision Support Center, a leading internal consulting company. He received a PhD in Economics from the University of Michigan at Ann Arbor, where he was also a Research Scientist and Visiting Assistant Professor of Economics. Rob also has a BA in Sociology from the University of Michigan.

Rob Kleinbaum

Aviva Kleinbaum

Biography - Aviva Kleinbaum

Aviva Kleinbaum, a Director at RAK & Co, has 15 years’ experience in consulting and leadership coaching. Her work focuses in executive coaching and creating cultural and organization changes that drive major business improvements. Ms. Kleinbaum helps people develop the abilities they need to become successful leaders and valued team members. Aviva’s clients have been in the fields of law, marketing, services, and manufacturing, in the United States and internationally.

Aviva has been personal coach to several human resources vice presidents, working on interpersonal relations, cultural diversity, conflict management, and on integrating corporate culture into new strategic directions.

Ms. Kleinbaum is a psychotherapist by training. Aviva has been Director of Clinical Programs for two psycho-therapy clinics and was in private practice for many years. She holds a Bachelor and Master of Social Work degrees from University of Michigan in Ann Arbor and is a Certified Clinical Psychotherapist. She is speaks three languages and has been a public lecturer on change and culture. Aviva was an Adviser to the Israeli Parliament Subcommittee on Defusing Cultural Differences. She is also an accomplished artist, working in several forms, and her art can be seen at


On a personal level, we've had a good time working with Rob and Aviva. Since the concepts in Culture of Profitability are new, we've had many spirited discussions on the content and how best to present it. Anybody who has worked in business, industry, government, or academia has likely experienced good and bad culture (and everything in between), so the content is easy to relate to. You cannot help but think of your own experience when you read this book - it will resonate with you.

Link to Rob's Web Site

Rob and Aviva Kleinbaum's Web Site