We build tools & systems for better thinking.
B-Lab is a neurostrategy research centre translating neuroscience into real-world tools — so you can think clearly, decide confidently, and perform at your best.
We research brains in motion and make what we learn usable.
🧠 Why We Exist
Train how you think. Decide with clarity. Perform under pressure.
Despite major advances in brain science, most people still rely on intuition, productivity hacks, and one-size-fits-all frameworks that aren’t built for how the brain actually works.
B-Lab exists to close that gap — by translating neuroscience into practical tools that help people think better, under pressure and over time.
We don’t just talk about better thinking. We engineer it.
🛠 What We Do
neuroscience + strategy made simple.
We design real-world tools that help people:
- Make faster, sharper decisions
- Reduce mental friction and overwhelm
- Build cognitive rituals that actually stick
What We Believe
Evidence over opinion.
Systems over instinct.
We believe brain capital is the most valuable resource in the modern economy,
but it’s up to you to build better thinking and better systems.
Thinking is a trainable skill.
Your brain isn’t fixed — it can be upgraded through structure, strategy, and practice.
Systems outperform willpower.
Clarity, focus, and momentum come from how you design your mental environment — not how hard you push.
Brains don’t work in parts.
Thinking, environment, and physiology are interconnected — true performance comes from treating them as one.
Insight must lead to action.
Knowledge means nothing unless it improves how you think, decide, and perform.
🧬 Our Research Focus
Designed for how you actually think — not how textbooks say you should.
Our research explores how people focus, decide, adapt, and recover in the real world — especially under cognitive pressure.
We focus on three key domains that shape your brain capital:
- Brain Performance - Understand how to make faster, clearer decisions and stay mentally agile even when demands are high.
- Cognitive Profiling- Recognise your unique thinking patterns and learn how to align your strengths with your work, team, and tools.
- Perception & Readiness - Understand how neuroscience tools (from nootropics to neuro-sound to tech) are perceived by users, and test their real-world readiness, beyond the hype.
Our work blends neuroscience, systems thinking, and daily cognition to build tools that actually improve performance in the wild.
👤 Meet The Founder
Led by a Neurostrategist obsessed with how people think under pressure.
Dave Morris (Founder | B-Lab)
Dave is a strategist and behavioural designer with 15+ years of experience spanning global consulting, systems design, and applied neuroscience.
He founded B-Lab to answer one question:
Dave holds degrees in strategy, business, and neuroscience, and is trained in qEEG brain imaging. His work blends deep academic research with commercial experience, focused on how people think, decide, and perform in complex, high-stakes environments.
For the past five years, Dave has led applied research into cognitive clarity, strategic decision-making, and mental profiling building tools now used by leaders, teams, and thinkers across industries.
B-Lab is the result of that work:
A practical system for better thinking built from science and tested in the wild.
🔁 How We Work
We’re independent by design.
B-Lab is 100% self-funded. We don’t take grants, sponsorships, or external investment.
Our research is supported through:
- Toolkits like the Brainsmart Playbook.
- Insight systems like the Upgrade Loop.
- Diagnostics, live explorations and physical products.
🧭 Who We Exist For
Built for people who think for a living.
B-Lab exists for those whose work depends on sharp thinking, clear decisions, and the ability to operate under complexity — especially when it counts.
We work with:
- Bold Thinkers & Innovators – People building ideas, systems, or solutions that don’t yet exist.
- Leaders & Decision-Makers – Those responsible for clarity in moments of ambiguity, pressure, or scale.
- Non-Typical Thinkers – People whose brains don’t fit traditional models (and shouldn’t have to!)
🚀 What's next?
We’re building the cognitive operating system of the future.
Our long-term vision is to design tools that serve every brain — neurotypical or not — in real-life complexity, not ideal conditions.
That means:
Smarter diagnostics
Automated upgrades
Evidence-backed tools
Join The Movement
✅ Ready to Think Better?
Your brain is your operating system.
Upgrade it like one.