Our Vision
Unlocking the Brilliance
in Every Brain.
What if we truly understood how our brains work, and used that insight to redesign how we think, work, and collaborate?
At B-Lab, that’s the question behind everything we do.
We’re an independent research centre exploring the full spectrum of cognitive performance — across both neurotypical and non-typical minds — to build a better future of work, performance, and connection.
Bridging Science & Strategy
Turning neuroscience into real-world intelligence.
Exploring Cognitive Performance
Mapping how different minds work.
Unlocking Human Brilliance
Using research to drive smarter decision-making.
The B-Lab Approach
- Cognitive Profiling – Identifying unique thinking patterns to improve decision-making, collaboration and creativity.
- Cognitive Optimisation – Developing frameworks and mental models that help leaders and organisations leverage their strengths effectively.
- Tools & Tech – Advancing tools and technology that assess and enhance cognitive performance.
- The patterns and repeatable processes behind creative breakthroughs.
- The hidden blind spots and shortcuts in decision-making.
- The impact of cognitive diversity on performance and collaboration.
Our Research Areas
Our Research Focus Areas
Cognitive Profiling & Optimisation
Understanding how different brains think, decide, and perform under pressure.
Neurotechnology & Tools
Designing systems and diagnostics that support real-time thinking.
Neurodiversity & Ethics
Creating inclusive environments that leverage cognitive differences & liberty.
Overview: How B-Lab Conducts Research
Science. Strategy. Application.
Our research bridges the gap between neuroscience and real-world cognitive performance. We use qualitative and quantitative research methods to synthesize complex findings and apply them to decision-making, leadership, and strategy.
- Qualitative & Quantitative Data Synthesis – Collecting and analyzing research data for meaningful insights.
- Neurotechnology & Cognitive Assessments – Using qEEG, neuroimaging, and behavioral analysis.
- Longitudinal Cognitive Optimization – Studying cognitive performance over time.
- Real-World Performance Studies – Developing physical tools & digital frameworks for real-world user testing.
The Research We Do
Cognitive Performance & Optimisation
- What It Is: Develops tools to enhance decision-making, creativity, and agility.
- Why It Matters: Unlocks higher thinking for leadership and innovation.
Cognitive Profiling & Diagnostic
- What It Is: Maps cognitive styles using neuroimaging and behavioural analysis.
- Why It Matters: Enhances accuracy, reduces misdiagnosis, and optimises strengths.
Neurotechnology Maturity
- What It Is: Assesses the readiness, potential, and viability of emerging neurotechnologies.
- Why It Matters: Guides smarter, evidence-based adoption decisions.
Who We Exist For
We Are For The Bold Thinkers
Who We Engage With
- Bold Thinkers & Innovators – Those who build on conventional wisdom.
- Professionals & Decision-Makers – People who rely on sharp thinking and clear judgment.
- Non-Typical Thinkers – For the people who see things differently or want a new perspective.
How We Fund Our Research
A Breakdown of Our Self-Sustaining Model
How We Fund Our Research
- NV Briefing Subscriptions – Intelligence briefings with cutting-edge academic and market insights.
- BrainSmart Playbook – Research-backed mental models and playbooks to apply our findings.
- Research Contributions – Supporters who fund the future of Brilliant Thinking.
Meet The Founder
Led by a Neurostrategist
Dave Morris (Founder | B-Lab)
With 15 years of global strategy consulting experience and a background in both organizational science and cognitive research, Dave built B-Lab to explore one question: how can we make thinking itself better, especially under pressure, for all brain types?
Dave brings a rare mix of commercial and academic experience. He holds a Bachelor of Commerce, a Master of Business, and a Master of Human Resource Management. After completing two years of a Bachelor of Neuroscience, he transitioned into a PhD in Organizational Neuroscience (Neurostrategy), now nearing completion.
In addition to his academic and commercial work, Dave is a trained qEEG technician and has led applied neurostrategy research at B-Lab for the past five years, building tools that help leaders think more clearly in complex environments.
Study 1
Cognitive Optimization for Strategic Thinking & Performance
Key Research Questions
- What are the most effective ways to enhance decision-making and strategic foresight?
- How can neuroscience improve cognitive agility and problem-solving?
- What are the core skill clusters that drive high performance?
Research Process
- Identifies 5 Key Cognitive Skill Clusters – Decision-making, strategy, creativity, competitive intelligence, and leadership.
- Develops neuroscience-based training methods for professionals.
Key Applications
- Executive performance & strategic decision-making.
- Cognitive skill-building for leadership & innovation.
Study 2
Cognitive Profiling & Diagnostic Precision
Key Research Questions
- How do different cognitive profiles impact leadership & decision-making?
- How can we improve diagnostics for neurodiverse cognitive performance?
- How does cognitive diversity influence strategy?
Research Process
- Uses qEEG, neuroimaging & behavioral data to map cognitive performance.
- Develops a Cognitive Profiling Framework to assess thinking styles.
- Reduces overdiagnosis in cognitive assessments.
Key Applications
- Talent optimization & leadership development.
- Better alignment of cognitive diversity with business strategy.
Study 3
Neurotechnology Maturity
Key Research Questions
- How ready are neurotechnologies for real-world adoption?
- What ethical & strategic factors influence their use?
- How should organizations integrate emerging cognitive tools?
Research Process
- Evaluates 5 Key Dimensions – Technical readiness, competitive advantage, economic feasibility, adoption readiness, and ethical/legal viability.
- Provides a 10-Year Forecast – Predicting neurotechnology trends and adoption rates.
Key Applications
- Strategic decision-making for business leaders & policymakers.
- Ethical guidance on neurotechnology integration.
Support Independent Neurostrategy Research
B-Lab is 100% self-funded—allowing us to conduct independent, high-impact
neuroscience studies without commercial influence.
Your support keeps us independent — and gives you a front-row seat to the work as it unfolds.
- Become a Research Supporter Now! -
Join our Research Supporter Program ($14/month).
Get premium Substack access to our research essays, signal maps, and thinking tools.
Get early access to new cognitive insights straight to your inbox.
For Media or Speaking Engagements:
Covering the Future of Neurostrategy
Contact for Media Requests
- Press inquiries & research interviews.
- Keynote research briefings.
- Neurostrategy & cognitive science expert insights.
Join for $14/month
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No noise. Just research that matters.
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Become a Supporter Now
100% of proceeds go toward funding independent neurostrategy research.
Plus, you get:
- Full access to premium Substack content — including essays, signal maps, and cognitive frameworks.
- Early access to new research insights — see the thinking before it hits the public.
- Supporter-only Q&A sessions — ask questions, explore ideas, and join the discussion.
- Invitations to participate in occasional research surveys and test diagnostics— help shape the direction of our studies and tools.
- A direct role in funding independent neurostrategy research — no sponsors, no noise, just research with real-world impact.