Dr S Shah

Fear Less, Decide Bold: Neuropsychology of Entrepreneurship

Dr S. S. Shah

Interdisciplinary researcher on impact of fear/stress on business decisions.

Master fear by learning how the brain handles uncertainty—and use it to strengthen, not stall, your decisions.

Make Fear Work for You

Apply neuroscience-backed methods to evaluate risks clearly and make faster, bolder entrepreneurial decisions.

Decide Boldly and Strategically

Build a resilient mindset using psychology tools that boost focus, adaptability, and long-term motivation.

Build a Resilient Entrepreneurial Mindset

Beat decision paralysis. Master a repeatable process for making better decisions in business and life.

Author, Speaker, Decision Strategist

Annie Duke

Author, Speaker, Decision Strategist, and Former Professional Poker Player.

Cohort 8

Cohort 9

Only two things determine how your life turns out — luck and the quality of your decisions. I'll teach you a decision-making process to help you master the second.

Make Better Decisions

Make Higher-Quality Decisions

Think More Strategically and Analytically

Build Practical, Repeatable Decision Habits

Recognize and Reduce Cognitive Bias

Build Confidence in Uncertain Environments

Improve Team Decision-Making and Communication

You’re an entrepreneur who wants to be faster and more effective across the dozens of decisions you make every day.

You’re an executive-level decision maker looking to accelerate your team’s success by teaching them how to make high-quality decisions.

You’re an investor who’s tired of letting volatility drive your decisions and ready to systematize your thinking.

Make it easier to get work done by identifying your unique strengths & building new strategies for supporting your challenge areas

Author, Researcher, Neurodivergent Coach

Becca Block, PhD

Researcher, author, educator, and neuroaffirming executive function coach.

Sept-Oct 2025

January 2026

In this course, we'll explore how to draw from the strengths that frequently come with having a brain that's wired a bit differently -- like creativity, curiosity, hyperfocus, and empathy -- to tackle some common frustrations -- like procrastination, inconsistent motivation, distractibility, and feeling incompetent. To do this, we'll learn about the science of how our minds work, share and learn from each other's lived experiences, and support each other in conducting mini "experiments" to figure out the exact strategies that work for each of us.Each participant will learn about a broader menu of strategies -- but get support identifying exactly which ones work for your unique brain and current needs. There is no one path that works for every spicy brain; this cohort gives accountability and structure to the path of figuring out the right tools for you.

Understand how to leverage your brain's unique strengths

Understand why you procrastinate & learn strategies to manage it

Create a custom plan to own your attention & manage distractibility

Switch from panic-fueled drive to lasting motivation

Change how you see your brain (from deficit-based to asset-based)

Make confident decisions grounded in what actually works for your brain

Build a custom toolbox to help you maintain momentum even after the course ends

Professionals and leaders who suspect their brain may work a bit differently, and want to learn the unique strategies that work for them.

Adults who have recently realized they are ADHD, autistic, anxious, &amp;/or have other processing differences, and want to learn together

Anyone who feels like procrastination, distractibility, inconsistent motivation, and feelings of incompetence get in their way at work.

In this course, you will gain a powerful toolkit of decision-making frameworks used by top performers—from mental models and probabilistic thinking to prioritization techniques and scenario planning. They'll learn to cut through complexity, reduce bias, and make thoughtful, timely decisions with greater clarity and less regret. Through hands-on exercises, real-world examples, and peer discussions, students will internalize a repeatable process they can apply to high-stakes choices in work, life, and leadership. At work: Evaluate which product ideas to prioritize, make smarter hiring decisions, or decide whether to pivot a project—using tools like the Eisenhower Matrix or Expected Value calculations. In your career: Navigate tough choices like switching jobs, asking for a promotion, or starting a business by applying frameworks like regret minimization or inversion. In personal life: Use structured thinking to decide where to live, how to invest your time, or manage trade-offs like saving vs. spending—reducing decision fatigue and second-guessing. In leadership: Make high-leverage calls with confidence, communicate decisions with clarity, and coach your team through ambiguity using the same frameworks.

Transform into a more confident, structured, and strategic decision maker

Course syllabus

A 3 hour session to introduce you to the tools, framework and techniques to take your decision making muscle to next level

Saturday

A monthly office hour where we will host live Q&amp;A and guest sessions

3x Monthly Office Hours

Course schedule

Professionals, Entrepreneurs, and ambitious individuals

Someone who often thinks, "I wish I had a better way to decide"

A career switcher or life planner seeking clarity and structure in major decisions

Who is this course for

What you’ll get out of this course

Learn and apply battle-tested models like second-order thinking, OODA loop, and mental models to approach decisions with clarity and structure

Master proven decision-making frameworks

Spot the hidden mental traps—like confirmation bias or sunk cost fallacy—that cloud your judgment, and replace them with rational, reflective thinking

Identify and overcome cognitive biases

Design a repeatable, flexible process that helps you make high-stakes decisions confidently, consistently, and with less regret

Build a personal decision-making system

Use practical tools for evaluating trade-offs, reducing overthinking, and navigating ambiguity in both personal and professional contexts.

Make faster, smarter choices under uncertainty

Master the most powerful decision making protocols through proven tools, practical frameworks, and real-world applications

Vivek Juneja

Sept 2025

October 2025

This 8-week cohort helps you build a brand that doesn’t just sell, but resonates—leveraging the BELONG™ Framework to ground your marketing in applied psychology, human connection, and ethical influence. With 80% of consumers more likely to purchase from brands that offer personalized experiences (Epsilon) and 90% of millennials saying authenticity is important when choosing who to support (Stackla), the need for human-centered marketing has never been greater. You’ll learn how to harness behavioral science and neuroscience to connect with how people actually think and feel while using AI tools to amplify your humanity, scale your impact, and automate with authenticity. By the end of the cohort, you'll be able to view marketing through a new lens (a psychologically aligned one) AND you’ll have a complete, psychologically aligned marketing plan ready to implement. You’ll Walk Away With:- A crystal-clear understanding of your ideal audience and what drives their decisions- A Value Aspiration Statement that aligns your mission with your customer’s deeper needs- Messaging that’s rooted in neuroscience and designed to engage attention and emotion- A full, ethically aligned funnel that attracts and retains the right people organically- A complete marketing plan tailored to your business goals and customer journey How We’ll Do It:- Weekly one-hour live trainings that move from insight to implementation through the BELONG™ framework- Real-world examples, scripts, and messaging rewrites that show you how, not just what- Biweekly office hours with hot seats to work through blockers (optional) and refine your work in real time- A bonus 1:1 implementation session to finalize your plan and get expert feedback

Build Your Ethical Brand and Acheive Sustainable Growth

Wednesdays are 60-minute live sessions focused on structured teaching, real-world examples, and Q&amp;A. Tuesdays are biweekly 60-minute office hours where you can join hot seats, move through blockers, and get personalized support from Chelsea and your peers.

Tuesdays & Wednesdays

Each week focuses on a core element of the BELONG™ Framework with clear, actionable assignments. You’ll receive written recaps, templates, and examples to guide your implementation and build your final marketing plan step by step.

Weekly Projects

Every participant receives a bonus 1:1 session with Chelsea at the end of the cohort. We’ll review your plan, identify next steps, and make sure you’re set up to implement with confidence and clarity.

Private 1:1 Implementation Session with Chelsea

Small Business OwnersStill wearing all the hats? Make sure your marketing aligns with your values — and actually works.

EntrepreneursWhether you're just starting or scaling, build a marketing approach that honors your mission and values.

In-House MarketersUplevel your strategy with psychology-backed tools that foster belonging and real customer connection.

Knowing your audience is about more than demographics. We’ll use psychology to uncover how they see themselves, what motivates them, and what actually drives their decisions. You’ll leave with an identity map and decision drivers that shape every part of your marketing.

Identify exactly who your audience is—and what drives them

You don’t have to choose between your mission and your marketing. We’ll identify the overlap between your business’s higher purpose and your customer’s deeper aspirations. This is the foundation of ethical marketing that resonates—and converts.

Align your values with what your audience truly wants

Want your marketing to stick? We’ll explore how attention, memory, and motivation work—and how to design messaging that taps into each. You’ll practice rewriting your own content using psychology-backed frameworks that build trust and emotional resonance.

Craft messaging that works with the brain, not against it

You don’t need to hustle or rely on ads to build consistent interest. We’ll map out attraction, engagement, and retention loops that create organic, ongoing growth. You’ll leave with a sustainable system you can actually maintain.

Design a sustainable demand system that grows with you

Your brand story isn’t about you—it’s about who your audience becomes through you. We’ll use storytelling psychology to help you write from their point of view and create connection. You’ll get frameworks, feedback, and a ready-to-use brand narrative.

Tell a story your audience sees themselves in

Marketing isn’t one message—it’s a journey. We’ll map your customer’s decision-making process and align your strategy at every stage. You’ll finish with a full psychological journey map that turns attention into action and trust into loyalty.

Guide customers from first touch to full transformation

Each week, you’ll create part of your marketing strategy — from audience insights to messaging, funnels, and brand story. By the end of the cohort, you’ll bring it all together into a full, cohesive marketing plan that reflects your values and speaks directly to your audience.

Build a complete, psychologically aligned marketing plan you can actually use

Your bonus implementation call is designed to turn clarity into action. We’ll review your full plan together, identify gaps or sticking points, and outline your next steps—so you walk away with not just ideas, but confidence in how to move forward.

Get expert feedback in a 1:1 implementation session to bring your plan to life

Your marketing can be authentic, powerful, AND profitable. Build an ethical brand with a full marketing plan all based on psychology.