About Us
Theory First Group
Born in the university laboratory and forged in business practice, Theory First Group combines rigorous, science-driven research with decades of practical experience to create new paths to value.
We bring scientific thinking to practice so you can make better decisions grounded in evidence.
At TFG, we believe that thoughtful theorizing is the key to breakthrough outcomes. We help you think like a theorist and apply science to strategy, leadership, investing, and entrepreneurship—to create unique, long-lasting value.
Our Team
Get to know the individuals driving TFG forward.
Chase Zenger
Co-Founder
Chase Zenger is a strategist and behavioral scientist whose work focuses on applying theory-driven approaches to value creation. He holds an MBA from Wharton with an emphasis in strategic management and entrepreneurship, along with a Master’s in Behavioral and Decision Sciences from the University of Pennsylvania. With a background spanning technology, entrepreneurship, and consulting, Chase helps leaders move beyond best practices to develop explicit theories of value that guide decision-making, experimentation, and growth.
Emma Felin
Co-Founder
Emma Felin is a researcher and strategist who helps leaders navigate complexity and create value. She holds a PhD from the University of Oxford, where her work explored how humans interpret complex problems and generate creative solutions through science, technology, and language. Drawing on her experience in research, mentoring, and education, Emma helps leaders translate research into informed approaches, compose theories to guide action, and make high-stakes decisions with clarity and confidence.
Teppo Felin
Advisor
Teppo Felin is a professor of strategy whose work focuses on how leaders and organizations make high-stakes decisions and create value under uncertainty. TFG’s approach builds on decades of research by Felin and Zenger and has been honed through sustained work with executives, founders, and leadership teams facing high-stakes decisions.
Felin served as Director of the University of Oxford’s Executive Diploma in Strategy & Innovation from 2016 to 2021. He has been interviewed for the popular podcast Econtalk several times, and his work has been featured on BBC World Radio and El Pais (Spain's largest newspaper). Felin is currently the Ion Foundation Endowed Professor at the Eccles School of Business, University of Utah. Prior to academia, he worked in venture capital in Munich, Germany and Amman, Jordan.
Todd Zenger
Advisor
Todd Zenger is a professor of strategy known for his work on corporate advantage, strategic leadership, and the organizational foundations of value creation. TFG’s approach reflects decades of joint work by Zenger and Felin on strategy, organization, and value creation, and has been shaped through close engagement with executives and leadership teams making high-stakes decisions.
Zenger is the author of Beyond Competitive Advantage, published by Harvard Business Review Press, as well as several articles on corporate strategy in Harvard Business Review. His research has been featured in Wired, CNBC, Fortune, and Forbes. Zenger is the N. Eldon Tanner Chair in Strategy and Strategic Leadership at the David Eccles School of Business at the University of Utah.