Mission & Philosophy
Helping you find your purpose – and bring it to life.
At Becoming You Labs, we create science-backed tools and dynamic learning experiences that help people, families, colleagues, and organizations live with clarity—unlocking purpose and the uplifting fulfillment it brings.
The Heart of What We Do
At Becoming You Labs, we help people and organizations figure out who they truly are and then build lives, careers, and organizations that reflect it. Our tools dont stop at self-discovery. They help people decide, act, and grow in ways that feel fully authentic and hold up in the real world.
Why We Exist
The world is noisy, fast, and complex. Perhaps its always been, but today, the future can feel particularly hard to navigate. Becoming You Labs exists to provide insight and guidance, helping people and organizations find the clarity within to move forward with confidence.
What We Believe
At Becoming You Labs, we believe success, no matter how its defined, starts with self-knowledge, authenticity, alignment, and purpose. Our guiding principles:

How We Put Our Philosophy Into Action

Test and Assess
For individuals

Our tools and learning experiences help you see yourself clearly—your motivations and desires (values), your cognitive and emotional aptitudes, and the work that calls to you both intellectually and emotionally while also meeting your financial needs and goals.

For organizations

Our tools and learning experiences help leaders understand the hopes and motivations driving their teams, the key aptitudes within each member, and goals that live at the intersection of inspiration and what’s achievable.

Reflect and Discern
For individuals

Once you’ve clarified your values, aptitudes, and economically viable interests, this step helps you assess what kind of life sits at their intersection. Using our tools, you’ll explore which career paths align most closely with your strengths and motivations, weigh trade-offs, and identify the options most likely to create lasting purpose.

For organizations

With clear insight into your people’s capabilities, aspirations, and aptitudes—as well as market realities and opportunities—this step helps leaders determine the path that most fully leans into collective strengths and shared values. It’s where vision meets analysis, and strategy starts to take shape.

Deliberate and Decide
For individuals

In this stage, you take time to think through your options—on your own or with trusted people in your life. Using our guided tools, you can explore “what if” scenarios, imagine how each path might play out, and identify the choice that feels both right and workable.

For organizations

Here, teams consider different scenarios for moving forward—quickly and productively—without the drawn-out process of traditional consulting. Our tools make it easy to gather input, weigh real-world implications, and reach a decision that everyone can act on with confidence.

Live and Evolve
For individuals

This is where you put your Becoming You life into action. You begin living out your purpose day-to-day, supported by ongoing resources—our podcast community, conferences, live events, online groups, and practical workbooks designed to help you stay intentional. These spaces offer connection, encouragement, and fresh perspectives as you refine your path over time.

For organizations

With a clear direction in place, you move forward—bringing your values, strengths, and goals to life in daily operations and culture. Our tools remain available for regular check-ins, recalibration, and keeping the team aligned as circumstances change, ensuring your purpose stays both vibrant and on track.

How We’re Different
The only game is the long game. Were not for quick fixes but for sustainable solutions. We are a behavioral science company with the soul of a think tank creating tools and growth experiences that create authentic success and stand the test of time.
Our Promise
We promise insight you can act onand a purpose you can pursue with confidence.