I'm an identity engineer. Over the last two decades I've elevated companies, coached executives and founders, and spent thousands of hours inside the psychology of change. The through-line of all of it is the same idea: every meaningful transformation is an identity transformation first. Everything else is downstream.
For most of my career I did what a lot of high-performers do. I built things, I coached people, I kept pushing my own life forward, and I kept quietly running into the same ceiling in different rooms. Different companies, different relationships, different chapters. Same wall.
The breakthrough was uncomfortable, because it didn't come from a new tactic or a smarter system. It came from finally admitting that the person I had been performing as was never designed to build the life I actually wanted. My behavior was doing what it was supposed to do. It was faithfully expressing the identity underneath it. And that identity had expired years earlier.
Once I saw it in myself, I began to see it everywhere. In the founders who hit a plateau and could not think their way past it. In the leaders who kept recreating the same team dynamics with different people. In the friends who kept promising themselves the same "next year" and could not understand why nothing stuck. Behind every one of them was a self-concept quietly running the show, and no strategy on earth was going to beat that.
That is the work of Identity 2.0. It is not another mindset framework. It is a repeatable, layer-by-layer method for engineering the identity your next chapter actually requires, so that behavior, results, and life quietly rearrange themselves around who you have become.
Published 2025. A ten-chapter method for engineering identity at every layer, from environment to purpose.
View on Amazon →I lead learning and curriculum design at the Madanes Institute, building live certification programs and implementation experiences for coaches, therapists, and leaders.
Visit Madanes Institute →90-day identity engineering engagements with a small number of executives, founders, and public figures each quarter. By application only.
See the Experience →Conversations on how identity gets built, broken, and rebuilt. Long-form interviews with the people doing the interior work behind the exterior results.
Listen →My work sits at the intersection of behavior change, strategic influence, and depth psychology. It is not any one of those traditions. It is what emerges when you insist that all three answer to the same underlying question: who is the person doing this?
There are two ways to start. The daily-practice app is a walk through the book, one small move at a time. The 90-day Experience is a whole-life rebuild, done together.