Reut Schwartz-Hebron is the founder of KCI (Key Change Institute) and an interdisciplinary expert in both neuroscience and difficult change - a combination that's rarer than it sounds, and the reason AAN exists in the first place.

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Her career started more than 25 years ago as a Lieutenant in the IDF, working with elite training teams. From there, she moved into organizational development, coaching, and HR leadership, work that took her inside large international organizations (Boeing, Intel, Comcast, Qualcomm, NIKE, Nokia, Philips, Coca-Cola, GSK, Avaya, and others) across industries ranging from corporate to military to education and government.

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That hands-on change-facilitation experience is what led her to neuroscience, not the other way around. She went looking for why insight-based approaches kept hitting a wall with certain clients, and found her answer in how the brain actually processes threat and emotional discomfort.

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For nearly two decades as KCI's Certifying Partner, Reut has trained and certified hundreds of coaches and change facilitators in Advanced Applied Neuroscience (AAN). She's the author of three books and numerous published articles (including a Wiley exam-prep title for HRCI certification), serves on the board of npnHub, and is a regular guest lecturer for PhD and Master's programs, as well as a frequent guest on podcasts, TV, and documentaries covering unlearning and the neuroscience of transformation.

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​KCI's principles have been put into practice well beyond individual coaching, implemented in organizations ranging from Fortune 500 companies to mid-sized businesses, across corporate (High Tech, Telecom, Manufacturing, Banking, Pharma, Hospitals, Aerospace, Agriculture, Retail), non-profit, military, education, and government settings alike. Hundreds of coaches and change facilitators have been trained and certified through KCI to date, and the Foundations program is ICF CCE approved.​​​​​