Dan Gregory

Founder & CEO
The Impossible Institute™

“Forget Gen Y and Millenials… the real money is still in the hands of the newly retiring boomers! It’s often been said that age is a state of mind, but now, it’s a marketplace too. Our ageing community has more money than any previous generation and they’re spending it in ways that would shock their youngsters!”


Daniel Gregory is the founder and CEO of The Impossible Institute™, a Research and Training organisation that advises management and sales departments on what truly drives their customers and employees.

Creativity, collaboration, culture, change, innovation, sales, marketing are only a handful of topics Dan has tackled for organisations. He also regularly advises the C-suite and Boards on how to lead with the power of a purposeful and compelling identity in a rapidly changing world.

In a 20 year history as a thought leader in human behaviour, marketing, NPD and communications, Dan Gregory has worked with the biggest global brands and won countless awards around the world for creativity, effectiveness and ROI. In terms of accolades not much has changed as clients continue to rave about his innovative, creative presentations delivered with intelligence and humour. With his experience on the ABC’s Gruen transfer and time spent in the US and UK as a stand-up comedian his delivery and timing is impeccable. With his experience and depth of knowledge there are few topics Dan can’t bring his focus to. His keynotes and workshops are supported with hours of research and some of the sharpest humour the industry has seen.