Who we are:

The bethink team includes practitioners and academics from the fields of Behavioural Economics, Business Strategy, Design & Marketing, Adult Learning & Curriculum Development, Public Health & Medicine. We combine our skill-sets with leading scientific research to help you innovate, lead change, and achieve results more effectively.

Meet the team.


Adam’s a systems strategist and behaviour-change specialist who brings experience leading a range of transformation initiatives in the private, public and non-profit sectors.

Adam King | MBA, MPH
Founder | Chief Executive Officer

Jay brings 15 years of leadership and organizational transformation experience to bethink as well as formal training in both psychology and business strategy.

Jay Nichol | MBA
Co-Founder | Chief Operating Officer

Kate is professor at the Sauder School of Business, UBC, whose background in psychology and marketing allows her to focus on uncovering behavioural insights and facilitating positive behaviour change.

Kate White | PhD, MA
Senior Associate: Consumer Psychology and Behavioural Science

Keir combines ten years as an emergency physician and educator with formal training at the London School of Economics in Behavioural science and decision-making.

Keir Peterson | MD, MSc (Behavioural Science)
Senior Associate: Healthcare and Behavioural Science

Rogayeh combines insights from economics with tools from statistics and data science to analyze the impact of human networks on choices and behaviours within organizations.

Rogayeh Tabrizi | PhD, Economics
Senior Associate: Applied Micro and Behavioural Economics

Louise Nichol is an Adult Educator and brings to bethink Solutions over 20 years experience as a Workforce Development Specialist.

Louise Nichol | MA Leadership & Training
Senior Associate: Instructional Designer

Andrew is an Associate Professor of Strategy at the Beedie School of Business with experience working as a management consultant with the Monitor Group.

Andrew von Nordenflycht | Phd, Economics
Adviser: Strategic Decision-making and Behavioural Economics

Maria is a multidisciplinary design researcher and educator. She is interested in the convergence of ecology, activism, and social structures & creating engaging frameworks and experiences that are socially-beneficial and environmentally resilient

Maria Goncharova | MDes
Associate: Design Thinking & Research

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