Over the past decade, I have consulted with dozens of startups and healthcare companies in Silicon Valley and around the globe. My work initially drew heavily from my doctoral and post-doctoral research in decision-making, attention, and sensory systems. From 20+ years as a brain and behavior change researcher (yep, full-on mad scientist with electrodes in brains), I brought a unique perspective to developing products, engaging customers, leading neuro UX testing, and designing behaviors to cement into habit formation. My work evolved into positioning these young companies as evidence-based and investor-grade, and I began collaborating with multiple accelerator programs. From there, shift