This award is proudly presented to the honoree by the Brainz Magazine Selection Committee, in recognition for their creative and innovative ideas, adaptability in business, or for their contributions to sustainability and mental health projects.

BRAINZ CREA GLOBAL AWARDS

PRESENTED TO

Barry Borgerson

President and Chief Transformation Coach

CAROLINE WINKVIST
Editor-In-Chief

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DANIEL ÅLUND
Selection Committee

Dr. Barry Borgerson graduated from the University of California, Berkeley with a Ph.D. in computer science and one of his minors in the management of human resources. Barry co-led a multi-year DARPA-funded research project at the University and then went on to a highly successful career in the computer industry starting as a lead computer architect and progressing through successive promotions to increasingly responsible leadership positions in technical management up to executive-level general management. When he took over a business that was failing and initiated actions to change some dysfunctional behaviors and the outdated culture of that business, he encountered so much counterproductive resistance that he started a long-term study into why very smart, highly educated, and extremely experienced people frequently cannot enact externally obvious changes they need to make to succeed. That study led him to discover that the underlying cause of so many dysfunctional activities and the tenacious, normally uncontrollable, resistance to deep changes reside in enigmatic automatic human activities that business leaders normally do not notice, cannot change on their own if others point out their dysfunctions, and often deny they even exist. Barry then developed 2Selfs Theory, a comprehensive, business-friendly, generalized theory of the mind that models the sometimes cooperation but often competition between our explicit problem-solving abilities (using our “thinking self”) and our previously mysterious involuntary activities (driven by our “automatic self”) and provides systematic, reliable processes to align our elusive automatic actions with our explicit intentions and needed success priorities. Dr. Borgerson has repeatedly verified the effectiveness of the pragmatic 2Selfs Theory by applying it in many venues including through transformation coaching to reconstruct counterproductive behavior habits of business leaders and to change obsolete or dysfunctional company cultures, where the transformation processes worked immediately and repeatedly as the theory predicted.

HIGHLIGHT'S FROM THE 2021 LIST:

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