How it Began...

Reimagine the future

Our organization strives to make a difference in people’s lives through

its innovation consultation. We help our clients adjust to changing times,

reimagine the future, and innovate to create a sustainable and exciting future. What differentiates us from other businesses is our ability to truly connect with our customers, and provide exceptional, creative services they deserve.

What a Concept!

Fitting the pieces...

We know that everyone is different. Since we opened for business, our commitment to limitless exploration, innovative consultations, and collaborations has kept our creative community coming back again and again. We never stop improving and will continue to expand our offerings based on the exciting changes in the marketplace and how our clients choose to explore them.

We offer a variety of services to meet the needs of consumers where they choose to dwell. We specialize in consulting services that support the healthcare sector, public and private foundations, non-profits and for-profit community-based service organizations, the performance arts, fine arts, and academia.

We provide and extensive background in particle experience and marketing know-how. Clients understand that working with What A Concept is an innovative way of developing new ideas and opportunities. What A Concept and its strategic partners will be challenged, rewarded, and respected. Creating strategies and activations to meet the needs of this changing world is exciting and worth ex

In January 2013, Floyd was appointed to the national board of Americans for the Arts (DC). In addition, he serves on the boards of the Hartford Public Library, the CT Arts Foundation, the CT Arts Council, the Bushnell Center of Performing Arts Board of Ambassadors, Arts Ignite (NYC), Xavier University’s Corporate Advisory Board (LA), Howard University’s School of Communications Board of Visitors (DC), and an honorary board member of Hartford Performs.

Floyd is the recipient of many professional and civic awards. Most notably Black Doctors.org and John Hopkins Center for Health Disparities Solutions 45 most influential Blacks in Healthcare, The National Action Network’s National Merit Award, and the Martin Luther King National Service Award by the Institute for the Advancement of Multicultural and Minority Medicine (IAMMM) both in Washington, DC. He is a recipient of the CT Governor’s Patron of the Arts award, the National Council of Community and Justice’s (NCCJ) Human Relations award, the 2022 Bushnell’s Yandow Award for Arts Education, and the OnCon Icon 2020, 2021, and 2022 Top Marketer Award recognizing the top marketers in the world.

He is a trained actor and a member of the Actor’s Equity Association. He is also a member of the Executive Leadership Council (ELC), the National Association of Health Services Executives (NAHSE), and lifetime members of the National Black MBA and Alpha Phi Alpha Fraternity Incorporated.

Floyd graduated from Lincoln University in Oxford, Pennsylvania, with a BS in History/Public Affairs. He received his MBA in Marketing/Strategy from Pepperdine University’s Graziadio School of Business and Management, Malibu, California. He is a doctoral candidate at the University of Hartford focusing on Arts Education and Educational Leadership in Social Justice. Born in Newport News, Virginia, Floyd resides in Hartford, Connecticut.

Floyd W. Green, III, is a philanthropist and founder of What a Concept LLC, a company focused on creating wow moments through strategic philanthropy. In 2021, he retired as Vice President of Community Affairs from Aetna, a CVS Health company. Because of his work, he speaks nationally on strategic philanthropy, community engagement, cultural consciousness, localization, and marketing to diverse consumers. He also advocates nationally the importance of STEAM vs STEM (Science, Technology, Engineering, the Arts, and Math).

Who is Floyd?

Uptown Professional Magazine's 100 executives in corporateAmerica

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2014, 2012 and 2011

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Bushnell Theater’s William A Yandow Arts Educator Award

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2010

BEYA Emerald Award for Community Outreach in STEM

Empire Who's Who in Business

Sankofa Award for service to the Hartford Community

1,034

2009

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2022

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Lincoln University Alumni of Excellence Award

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2024

National Newspaper Publisher (NNPA) Chairman's Award

1,034

2008

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2022, 2021 and 2020

OnCon Icon Top Marketer Award recognizing

the top 100 marketers in the world

Connecticut's George W. Crawford Black Bar Association's Leadership Award

Savoy Magazine's 100 Most Influential Black Executives in Corporate America

1,034

2014 and 2012

2011

CT Rivers Boy Scout of America's Whitney M Young Award

100 Black Men Distinguished Leader Award

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Awards and Accolades

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National Council of Community and Justice’s (NCCJ) Human Relations Award

1,034

2021

Kappa Alpha Psi Community Leader Award

1,034

2008

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International Aurora Gold Award for Excellence in Marketing

1,034

2007

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2018, 2015 and 2013

Connecticut State Conference of NAACP's 100 Most Influential Blacks

Greater Hartford Urban League's Volunteer of the Year

1,034

2007

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2018

Charter Oak Health Center's

Community Partner Award in CT

Hartford Children's Theater at Heart Award

1,034

2011

MLK National Service Award, Institute for the Advancement of Multicultural and Minority Medicine

2017

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2005-2006

2008

2016

CT Governor's Patron of the Arts Award

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2014

STEMCConnector's 100 Diverse Corporate Leaders in STEM for STEAM

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2013

Connecticut's 100 Men of Color Award

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2014

Middlesex County Economic Development Initiative Award

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2017

Merit Award, National Action Network's Martin Luther King Breakfast

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2015

Catalyst Award for Transformational Leadership by The Conference of Churches (The 224)

DTC Perspectives' Outstanding Multicultural Health Marketer of the Year Award

1,034

2015

Black Doctors.org/John Hopkins Center for Health Disparities 45 Most Influential Blacks in Healthcare

1,034

2014

1,034

2015

Let's reimagine & innovate.