photo of zebras

Introduction: a pioneering approach

We are pioneers in the psychology of attitude. Our approach is exact, exclusively evidence-based, and highly practical. We have over 40 years of experience applying the psychology of attitude to nature conservation and (in the past) humanitarian aid work, with outstanding success. Our education material is 100% reliable and available to all. It works.

We define “human potential” as follows:

  • Human potential is ultimately about the pursuit of individual excellence for the benefit of all. When this is properly examined or understood, it boils down to being the best you can be - for the common good. It involves developing unrealised capabilities or capacity, and going beyond self-imposed limitations. Greater meaning or purpose is gained through increased concern for the wider world beyond “me, me, me”.
  • Expressed simply, it is about becoming more fully alive or more fully human.
  • We recognise the normalised “me, me, me” mentality as the world’s biggest problem.