The science behind calm.

RevOps powered by decision science + behavioral design.

At Lumina Labs, we translate how humans think, choose, and follow through into revenue systems that scale.

Engineer Predictable Growth→

 

Most businesses don’t fail because of bad ideas.
They fail because of behavioral friction:

  • Decisions slow down

  • Sales cycles drag out

  • Teams hesitate

  • Founders take on too much

  • Revenue becomes unpredictable

Growth becomes a stress response, not a system.

The Problem

Revenue is a human behavior outcome.

  • How buyers decide.

  • How buyers succeed.

  • How teams use their strengths.

  • How leaders focus and follow through.

If those Behavior → Revenue™ isn’t intentionally designed,
growth will always feel chaotic.

The Truth

Lumina Labs replaces chaos with behaviorally intelligent revenue systems that:

  • Make the right decisions the easy decisions

  • Reduce cognitive load across the entire go-to-market motion

  • Create consistency that compounds month after month

  • Remove founder dependency from sales and delivery

  • Install calm as the operational default

We make high-quality revenue the path of least resistance.

The Promise

The Approach

Our approach combines:

Decision Science
Choice architecture that shapes
clear, confident decisions.

Behavioral Design
Nudges and friction reduction
that maintain momentum.

RevOps Systems
Operational structure that
turns commitment into consistency.

This is how growth becomes calm.

Decision science drives clarity.
Behavioral design drives action.
RevOps systems drive repeatability.

Engineer Predictable Growth

Every engagement begins with our
Behavioral Revenue Diagnostic™.

You will learn:

  • Where cognitive overload slows understanding and attention

  • Where choice architecture is unclear and creates hesitation

  • How state-based decision bottlenecks disrupt consistency

  • Where behavioral nudges are missing and progress stalls

  • Where buyers lose confidence in their success pathway

  • How talent alignment affects execution and delivery

You leave with:

  • A prioritized action sequence

  • Behavioral levers to unlock conversion

  • Measurable revenue impact projections

Start with the Diagnostic →

How Buyers Think → Decide → Succeed

Cognition → clarity without cognitive load
Decision → momentum with lowered risk
Success → confidence that drives expansion

The real conversation starts at conversion —
and continues through buyer success.

The Behavioral Revenue Cycle™

The Behavioral Revenue Cycle™

Cognition → clarity without cognitive load
Decision → momentum with lowered risk
Success → confidence that drives expansion

The real conversation starts at conversion —
and continues through buyer success.

How Buyers Think → Decide → Succeed

    • Offer optimization grounded in buyer psychology

    • Decision flow architecture that guides buyers to yes

    • Implementation pathways engineered with behavioral nudges

    • Renewal and expansion loops that reinforce buyer success

    • Talent alignment for role clarity and performance

    • Behavioral scaffolding for consistent momentum

    • Accountability through environment design, not pressure

    • Execution rhythms that sustain calm and predictable delivery

    • Decision rules that reduce pressure and prevent bottlenecks

    • Cognitive load reduction so leaders operate from clarity

    • Strength-aligned responsibility shifts to protect focus

    • Founder identity move: from operator → system architect

Here is what you can expect

— Before —

  • Endless decisions drain energy

  • Sales depends on the founder

  • Mixed signals confuse the team

  • Growth feels accidental

  • Every month is a new chase

— After —

  • Decisions flow through paths

  • Revenue is regulated

  • Teams lead with their talents

  • Returns reduced, making growth more reliable

  • Buyer satisfaction refers new leads

The Evidence

From behavioral economics, we know:

  • Cognitive load slows decisions
    (Sweller – Cognitive Load Theory)

  • Choice overload reduces conversions
    (Iyengar & Lepper, 2000)

  • Ambiguity increases risk avoidance
    (Kahneman & Tversky – Prospect Theory)

From cognitive and social psychology, we know:

  • People default to the easiest next action
    (Fogg Behavior Model)

  • Decision fatigue leads to stagnation
    (Baumeister – Ego Depletion)

From behavior change research, we know:

  • Habits require scaffolding — prompts, environment design, and feedback loops
    (BJ Fogg, James Clear)

  • Long-term adoption depends on identity and emotional safety
    (Self-Determination Theory — Deci & Ryan)

From strength-based leadership science, we know:

  • When people work with their natural strengths, performance rises and burnout falls
    (Clifton & Harter – Gallup Strengths Research)

  • Team success increases when roles align with intrinsic patterns of thought and motivation
    (Buckingham & Goodall – Nine Lies About Work)

From neuroscience, we know:

  • Stress shifts the brain into threat-response, narrowing thinking
    (Amygdala impact on the prefrontal cortex — Goleman)

  • Positive progress reinforces dopaminergic momentum
    (Schultz – Prediction-Reward Research)

From buyer success research, we know:

  • Retention and expansion increase when customers achieve early, visible wins
    (Progress Principle — Amabile & Kramer)

  • Lasting loyalty is driven by ongoing psychological value, not just transactional success
    (Jobs To Be Done Theory — Christensen, Tony Ulwick)

Meet the founder

I am a RevOps Partner focused on conversion events and buyer success.

My work drives adoption — not just attention — by helping revenue teams prime conversion, deliver regulated and confident sales, and scale buyer success across the entire lifecycle.

For more than eight years, I’ve worked inside the conversion mechanics of:

✔ SaaS systems and implementation coaching
✔ Technology apps and user activation strategy
✔ High-conversion launch events and summits
✔ Online and hybrid program development and execution
✔ On-site business training and certification
✔ Author brand extensions into product ecosystems
✔ Membership programs and peer-based learning communities
✔ Business growth conventions and identity brand retreats
✔ Remote product demonstrations and onboarding

Having contributed to more than $236 million in annual revenue, I became driven to understand the science behind why it was working — and how it could work even better. This led me to graduate work in:

  • Decision Science & Decision Design — University of Amsterdam (Research Master, Brain & Cognitive Science)

  • Behavior Change — New York University (Graduate Certificate in Organizational & Executive Coaching)

  • Product-Informed Behavioral Design — UVA Darden School of Business (Digital Product Management Specialization)

  • Talent & Leadership Alignment — London Business School (Executive Education)

Across thousands of buyer interactions in finance, investment, technology, and manufacturing, one insight kept repeating itself:

“The real conversation starts at conversion — and continues through buyer success.'“

That realization became Lumina Labs:

A company built on the belief that decision design creates conversion, behavior design creates revenue, and talent alignment across RevOps creates growth that is calm.