GRAHAM
WHITE

Graham White is a psychologist, entrepreneur and sales strategist based in Luxembourg City, where he has lived and worked since 2004. He holds a degree in Psychology from the University of Edinburgh and completed postgraduate research at the University of Cambridge.

For the first decade of his career, Graham worked in applied psychology — designing behaviour-change programmes for public health organisations across the United Kingdom and advising corporations on the structuring of choice environments. The academic work was rigorous and essential. It was also entirely insufficient preparation for what he encountered when he crossed from research into commerce.

Over the eighteen years since, he has built a boutique sales consultancy that has operated across more than forty countries on five continents. He has trained teams for European banks, pharmaceutical companies, technology firms and luxury developers, and coached individual entrepreneurs from their first sale to their first million in revenue.

He has spent extended research periods in West Africa, Southeast Asia, the Gulf states and Latin America, studying how universal principles of commercial persuasion operate in markets with entirely different economic, cultural and infrastructural frameworks — and confirming, in every case, that the underlying human psychology is identical.

He teaches sales psychology as a visiting faculty member at a Luxembourg business school and speaks at conferences across Europe, the Middle East and West Africa. He lives in Kirchberg with his wife and two children.

"The wiring never changes. Only the market does."