The Advantage of Insight

The Right Decisions • Enhanced Performance • Successful Strategy

Successful leaders and performers in business and finance realize that psychological forces effect every decision and transaction. Invantage Advising's approach is uncommon--it is based on knowledge and expertise that should be readily available at the moment critical decisions are being made--but usually is not.

Prudy Gourguechon, Principal of Invantage, provides individuals in business and finance facing critical, high-stakes decisions and choices with personal, individualized, confidential and highly sophisticated insight into the complex psychological factors in play.

Whether you are contemplating selling a business you’ve built from scratch, trying to understand the psychology of the market (both your own and everyone else’s) or making the best possible career pivot when faced with multiple choices and a pressured timeline, her advising service provides you with that essential listening ear that can help a clear vision emerge from the smoke and mirrors.

Prudy's model of advising is based on her decades of expertise in the world of psychiatry, psychoanalysis and organizational leadership. Psychoanalysis offers the most comprehensive, in-depth model of the mind, behavior and complex human relationships. It can reveal depths and nuances not available from other approaches- a profound understanding of individual and group emotion, motivation, ambition, performance and values. Neuroscience and psychiatry add important perspectives on temperament, cognition and assessing strengths and weaknesses.

  • The individual, confidential conversation with a trusted advisor is one of the most powerful tools humans have for ascertaining values, strengthening purpose and clarifying goals.
  • Personal and shared narratives shape our perceptions of the world and thus our perceptions of opportunities. These can be both conscious and unconscious. They can be responsible for dangerous blind spots and repetitive errors, but also offer the opportunity for powerful change.
  • Every person’s psychology is unique and thus cannot be fully appreciated with personality tests, generalized approaches or cookie cutter techniques.

  • This unique expertise and knowledge is provided where and when it’s needed—when you’re negotiating a complex deal, or making investment decisions, or in a high-pressure situation where you’re bombarded with conflicting opinions but are responsible for making the best decision.


    Television • Radio • Podcasts

    The Last Word, July 5, 2017.

    Dr. Gourguechon was interviewed about her LA Times Op-Ed on a model for evaluating ability to carry out the duties of the presidency. "Is Trump mentally fit to be President? Let's consult the Army's field manual on leadership"

    Goldwater Rule: POTUS Crazy? Who can Say?

    Psychiatrist and psychoanalyst Dr. Prudence Gourguechon shares with “Talk Like a Girl” the limitations of the Goldwater Rule and why after decades of being a proponent of the rule, she is no longer a supporter. “The Relationtrip” actress, Georgia Mischak also joins us in the studio and explains why she will watch Trump’s entire speeches and often revisit the transcripts in hopes of finding some sense in what he is saying. As we wonder, “Is POTUS crazy?” We also ask, “Who can actually say so?”

    FORBES Leadership Articles

    Recent Press

    Politico's Michael Kruse quoted Dr. Gourguechon in his sensitive and compelling article The Mystery of Mary Trump: "A solid relationship with what we sometimes call an ordinary, devoted mother establishes a foundation on which critical personal and emotional architecture can be built. The capacity to trust. A sense of security versus insecurity. Knowing what’s real and what’s not real." Politico Magazine, November-December, 2017.

    Controversies about psychiatrists and psychoanalysts making comments about public figures have recently been in the news. After the appearance of a misleading article, a number of major news outlets interviewed Dr. Gourguechon for her perspective. She got a crash course in media crisis management. These were interesting and accurate stories:

    Diagnosing Trump is More About Politics than Mental Health , Christie Aschwanden, FiveThirtyEight, August 8, 2017

    A rift among experts over analyzing Trump’s mental health , Jen Christensen,, July 26, 2017

    Clarifying the ‘Goldwater Rule’ for psychotherapists in the age of Trump , Michael Walsh, Yahoo News, July 25, 2017

    Evaluating Trump’s Psyche in Public , Adrienne LaFrance, The Atlantic, July 25, 2017

    Speaking At

    She Did It Her Way, Morning Series designed to help entrepreneur's grow and manage their businesses.
    Thursday November 16, 7:45 am

    "How to Handle Nightmare Clients"
    To register, click here:


    Recent Posts

    My organization has recently experienced a number of media and political crises. Dr. Gourguechon was able to synthesize data from different realms, articulate the nature of the problem(s) and propose forward-looking, practical, creative solutions.

    --President of a Professional Association

    Dr. Gourguechon is a consultant who not only knows her client but has a gift for assisting clients to truly know themselves. This informs and builds a roadmap guiding complex business and life decisions uniquely and authentically from the inside out rather than business school templates.

    --Entrepreneur & business owner