“EWI is an engineering services consulting firm. We contacted Gleb to acquire some insights in how to motivate scientific people to ‘sell’ themselves – a constant challenge of the business. Gleb used his researched-based approach to behavioral psychology to engage us in a conversation that provided several very helpful insights into how we communicate with our people. We were using far too much business-speak that was not connecting emotionally with our people. For example we have stopped using the word ‘brand’ and now use the word reputation – which resonates with scientists. So I have to say that one of the things Gleb said to me – I am not an engineer and have never been an engineer – but I work in human resources. And he started talking to me about emotions. My first response was: “engineers have emotions?” And he went on to teach me that engineers – scientists – although they like to think of themselves as rational animals, still are primarily driven like the rest of us by emotional thinking and emotional responses to language. Gleb has been an unexpected and practical resource for us.”

Mark Matson, Vice President of Human Resources at EWI