What Experienced Coaches Say About Adding the AAN Layer
Hear how experienced coaches describe what changed in the way they understand difficult cases, work with clients, and navigate transformation.
Will This Add Anything New After Everything I Already Know?
“When the student is ready, the teacher appears.”
Reut appeared at exactly the right time for me.
After more than 17 years as an executive coach, with thousands of coaching hours behind me, I came into Advanced Applied Neuroscience with a set of practices I knew worked because I had watched them work again and again with leaders navigating extraordinarily complex human challenges.
What I didn’t always have was the neuroscience to explain why they worked. Reut gave me that, and much more.
She gave language, structure, and scientific grounding to things I had intuitively sensed in people for years, while also challenging me to think much more deeply about change, threat, emotional discomfort, unlearning, and what actually makes transformation possible.
One distinction in particular has stayed with me: I understand now, at a much deeper level, why insight alone so often fails to create transformation.
People can know exactly what they need to change, genuinely want to change it, and still repeat the same pattern.
Understanding what can be happening underneath that gap has fundamentally changed the way I listen and what I notice in the coaching room.
Perhaps the greatest shift has been the way I now understand resistance. I no longer see it simply as something standing between a person and change. I can see it as information, and sometimes as a doorway into the change itself.
The discomfort is information. The detour is information. Intellectualizing, pleasing, controlling, avoiding, over-explaining, shutting down - even doing an assignment “wrong” can all tell us something about what is happening underneath.
That realization has made me more curious, more patient, and more humble as a coach. I am less interested in asking, “Why aren’t you doing what you said you wanted to do?” and much more interested in asking, “What happens when doing this becomes uncomfortable - and what happens next?”
I feel as though Reut handed me a more precise map of terrain I have been walking for years. I can now see things I could not see before, and I have greater precision in how I coach.
One of the most valuable parts of the experience was learning with Reut. Those hours were a master class. She didn’t simply teach me neuroscience. She listened to how I thought, questioned my assumptions, validated instincts when the science supported them, and as importantly, showed me what else there was to see.
There is something profoundly affirming about discovering that your instincts have science behind them. Even more valuable is having a teacher who can show you where those instincts need to evolve. Reut did both.
I am enormously grateful for the rigor of this work, the generosity with which she taught it, and the renewed sense of possibility it has given me for the people I coach.
When the student is ready, the teacher appears. I’m very glad mine was Reut."
💛Kelly Meerbott, PCC, Executive Coach | Trauma-informed, Neuroscience-backed change readiness | PCC, CCTS-I | TEDx Speaker
New to Advanced Applied Neuroscience? Download the free workbook to explore the type of questions experienced coaches ask, when despite insight and best coaching practices, coaching is still struck:
"After almost 20 years practicing as an ICF trained and certified coach and 12 years as a practicing Organizational Development practitioner, I didn't "get it" until I came to Reut at KCI. I thought I understood the neuroscientific principles of change but I was missing a key piece and now that I have access to Advanced Applied Neuroscience, it's a whole different story.
Working with Reut is akin to 'taking the red pill' because you're going to find out that the reality you've been living in is what is creating those patterns you don't want AND then you're going to reorient your mind in a way that fundamentally changes the way you operate in the world. You become yourself. There is no greater gift than this.
Reut is extremely intuitive, can explain the hidden world of why people do the things they do, and best of all, she is the most wonderful mentor who effectively teaches how to put the key principles into practice and allowed me to capitalize on my own abilities. Reut's powerful program at KCI will change your world!"
💛Grace Trepte, MSOD, PCC Neuroscience-Based Change Facilitator
Have a difficult coaching client in mind? Join our next workshop to take a second look at a difficult coaching challenge:
"I've had the pleasure of dialoguing with Reut regarding neuroscience topics for more than a year and have always found the depth of her knowledge and discernment in practical application inspiring. A number of months following the successful defense of my doctoral dissertation on the integration of neuroscience with counseling, I had the opportunity to experience the Advanced Applied Neuroscience Foundations program as facilitated by Reut.
While I had been using neuro-informed principles in practice with clients for a number of years, the approach, methodology, and content of this program provided a new depth of understanding related to the activity of the implicit brain in resistance to change and the associated application of change readiness skills as a tool to help restructure the brain.
The content and methodology of processing the information throughout the program allowed me to traverse from theoretical knowledge to experiential application of neuro-informed principles during our small group sessions and have since altered my brain structure by building stronger neural pathways surrounding the work of change management. The end state has been providing empowerment to clients through an incremental and time honoring process of change.
If you have been practicing or teaching at the Doctorate or Post-Graduate level, you would do well to invest your time with Reut in the Advanced Applied Neuroscience Foundations program. There is always something more to learn."
💛Daniel Wood Ed.D., Executive Coach - Counselor - Co-Founder Healthy Disruption Project
Want to better understand the underlying layer AAN focuses on to get coaching unstuck? Learn how AAN can supplement other coaching models to support transformation:
"As an NLP Master Coach & Designated NLP Trainer, I am always seeking to learn more about how our brain works and what causes people to respond and behave the way they do, especially in difficult and challenging situations.
When I first learned about the Advanced Applied Neuroscience Foundations course, I was concerned that it may overlap many of the principles I learned in my NLP training courses. I was so wrong!
This course digs deeper and explains how the brain works and how to go further to really understand how to engage the neurology for deeper and lasting transformation. I loved the depth and discovery of all of the transformation models and theories and have been able to immediately apply these concepts into my coaching services."
💛Suzanne Longstreet, CPQC, TNLP, TCYF, TCHt Mental Fitness Coach & NLP Master Coach
Have questions about AAN, how it would support your coaching clients, or fit in with your coaching practice:
Will This Actually Change Client Outcomes?
"As an experienced professional coach with 4 other coaching certifications, I've been shocked by the speed and life-altering changes my clients have achieved as I've used the Advanced Applied Neuroscience methodology. Clients have created freedom from entrenched behavior patterns such as self judgment, micro managing, people pleasing, indecision, perfectionism, self suppression, workaholism, and more. Clients have called it foundational, healing, and freeing. And, in addition to what I and my clients observe, as a BetterUp coach I have objective data that shows the impact this has had with my clients.
The neuroscience education extends to elevate my coaching outcomes even when the AAN approach is not used. I understand human nature in a way I couldn't before so I coach my clients more effectively.
Reut is a loving, effective teacher who has created communities for on-going learning, troubleshooting, and support. I could not recommend this certification any more highly.
💛Lisa Brewer, PCC, CPCC, Certified Leadership & Wellness Coach | Helping Senior Managers & Directors Strengthen Influence, Relationships & Confidence to Advance their Careers
Learn how AAN supports transformation of deep emotional patterns:
"I am an organizational change consultant. I went looking for help after exhausting my proverbial toolbox. Learning from Reut has been simply transformational for me professionally and on a personal level.
Reut's knowledge of the neuroscience of change and her ability to apply it in practical terms to difficult change problems is unique and incredibly effective. She is an individual of tremendous intellectual strength and incisiveness. At the same time she has an incredible heart and an uncanny ability to tune in to people on an emotional level and feel and hear the things that they themselves don't realize are there.
My clients have achieved significant and impactful shifts in how they relate to themselves and to the world around them thanks to this program. I can't recommend Reut enough! You will not only learn how to facilitate your clients to achieve change you didn't know was possible, you will significantly grow as a coach and change facilitator!"
💛Lyuba Berzin, Enterprise Agile Coach and Life Coach
"I have known Reut for many years and benefited from becoming a certified consultant which has been incredibly impactful for my consulting business. I have had clients tell me the experience has been life changing, providing clarity and focus in both their professional and personal lives.
KCI's program, and learning how to use the Applied Advanced Neuroscience discipline, is done at a deep level and is incredibly thorough. Reut makes sure you truly understand every aspect of the brain science of change and its application. And she’s always there for you, challenging you to push yourself further and to take on even the most resistant clients. I’ve never had so much joy as when I’m working with a client using this approach."
💛Susan Vogel, Consultant and Transformation Coach
"As an experienced coach with multiple certifications, and as someone naturally curious about human behavior who continuously follows developments across neuroscience, psychology, and related disciplines, I consider the KCI Advanced Applied Neuroscience coaching credential the single most impactful capability I have added to my coaching practice.
The approach is distinct from any other, powerful, energizing, and genuinely refreshing. It honors the parts of us we often struggle to integrate and removes the “woo,” making it ideal for the serious-minded while still allowing room for a more relaxed style when appropriate. I view this as a thoughtful middle space between coaching and therapy, offering an accessible and sustainable path to meaningful behavioral change.
A requirement of certification is completing the program using one’s own goals. My experience was genuinely life changing. I felt a physical and emotional shift, an unmistakable “lightness of being,” in the area I targeted. Longstanding patterns that previously required significant effort began dissolving. Although it feels extraordinary, it is grounded in neuroscience. This is especially relevant for those familiar with burnout, where energy, cognitive sharpness, and motivation decline alarmingly. Regaining the ability to reengage effective practices quickly is invaluable.
The format is more demanding than typical online courses but produces deeper learning. It offers clear guidance and supports tailored coaching conversations.
In a world where many people have repeatedly attempted and failed to create lasting behavioral change, this method offers a credible and science based path forward. It restores hope where repeated attempts have eroded it."
💛Lisbeth Fabiny, Board Certified HWC, Wellcoaches cert & Well-being Coach, Lifestyle Coach, CDC NDPP diabetes prevention program
Is It Practical?
"I recently had the privilege of participating in Reut Schwartz-Hebron's Advanced Applied Neuroscience Foundations course.
It has been one of my professional journey's most transformative learning experiences. As an Executive Coach, I was eager to delve into the intersection of neuroscience and coaching, and this course exceeded my expectations in every way.
Reut’s exceptional skills in guiding our discussions from the first session stood out. She can distill complex concepts into digestible insights, fostering an environment where curiosity thrives. Reut encouraged us to engage in thoughtful dialogue and skillfully navigated our diverse perspectives, ensuring every voice was heard. Her facilitation made the learning process collaborative and enriching.
Reut’s empathy as a teacher is commendable. She possesses an innate understanding of her learners’ needs and challenges, demonstrating a genuine commitment to our growth. She consistently supported and encouraged us to explore the material at our own pace. It was clear that she cared deeply about our learning journeys, and this created a safe space for exploration and vulnerability.
As a result of this course, I have seamlessly integrated AAN models and concepts into my executive coaching sessions. The insights gained have enhanced my professional skills and personal growth. The principles I learned have positively impacted my personal life, allowing me to approach challenges with a new perspective and greater emotional intelligence.
I highly recommend the Advanced Applied Neuroscience Foundations course to anyone seeking a practical understanding of neuroscience. Reut Schwartz-Hebron’s expertise, empathy, and dedication to applying the material make this course invaluable in your professional and personal development. Whether you are a coach, educator, or simply someone interested in the workings of the human mind, this course will equip you with the knowledge and tools to make a lasting impact.”
💛Bill Gardner, Managing Partner, Noetic Outcomes Consulting, LLC, Sr. Facilitator/Coach, Adjunct Professor, Forbes Contributor
"While I've attended numerous courses in the past, I've often found them to be overly theoretical and/or lacking in practical application and challenge. KCI’s advanced foundations in neuroscience course did not disappoint. It offered a refreshing perspective that has provided me with valuable insights and tools!
What set this course apart from others was its emphasis on interacting with and engaging in the learning, guided by Reut, who was expertly able to take every and any question, and demonstrate how neuroscience can be applied to real-world challenges. I believe every participant, (who hailed from all corners of the world, making the dialogues even richer) would agree that this course significantly enhances self-awareness, knowledge and growth.
It has provided me with a valuable credible toolkit of strategies that I can use to enhance my leadership effectiveness and contribute to the success of my organization. I would highly recommend this course!"
💛Marie Pride, Fellow, The Institute of Leadership & Leadership Facilitator, Cayman Islands Government
"The desire to learn and challenge my existing mental models have been instrumental to my professional and personal growth. Continuous learning fuels me and provides me with a rich tapestry of resources and tools to better serve my clients and colleagues.
I recently completed The Advanced Applied Neuroscience certification program. Hands down, this is one of the most insightful and thought-provoking professional development program's that I have been fortunate enough to attend.
Reut has the ability to create a wonderful learning forum that challenges, supports, cajoles and ultimately cares for and tends to the community and the concepts. She is the heart and soul of this program; her energy, perspective and depth of conceptual and practical knowledge is phenomenal. Reut's impact on me and my thinking has been tremendous. I encourage you to take this journey with Reut!"
💛Kevin Jordan, Career Architect, Leadership Catalyst, Executive Coach, Adviser & Trainer
"The Advanced Applied Neuroscience Foundations program was an incredibly intensive journey with opportunities to absorb and process profound insights. I find myself revisiting the models, striving to integrate the concepts into my practice fully.
This experience has not only expanded my knowledge but also transformed the way I support my clients. It has equipped me to guide them in goal setting, unlearning and relearning, and engaging with the implicit and explicit brain systems.
Significantly, it has enhanced my ability to help clients navigate difficult change, encouraging them to approach challenges with curiosity and resilience. I've learned to observe and articulate my observations without attachment, fostering a more supportive and constructive environment for their growth.
The transformative nature of this program has truly been a gift, and I am proud of the personal growth and transformation it has brought about."
💛Pearl Kanu, Executive & Leadership Coach (ICF-PCC) | Mentor Coach | Mindful-Leadership & Transitions | Founder, SageStride™
What Is The Learning Experience Like?
"Reut is a very powerful, kind, tough-minded and soft-hearted individual. She would be the first to tell you it's because of her journey through brokenness, trauma and the deep experience and hard work she endured in both her personal and professional journeys. She embodies "paying it forward" and delivers more than you sign up for!
If there's any doubt as to whether or not it's a smart or worthwhile investment hitching your wagon to Reut's star, please consider this your permission to dismiss that doubt straightaway!"
💛Paul Perez, MS, PCC, CVB, Adjunct Faculty & Executive Coach
"It was such a pleasure to be certified by Reut in the Key Change Institute Methodologies. Her understanding of Neuroscience and its application in moving individuals and teams through difficult change is phenomenal. Her ability to explain things in a practical and straightforward manner make it a joy to work with her."
💛Lisa Michaels, Coach, HR Manager at Comcast
"A highly sophisticated and effective certification program for coaches seeking to help others transform.
The program's community based approach enables learning with amazing partners, building friendships, and collecting advocates."
💛Charlie Rataj, Founder and Principal Consultant, Happiness Spreader, Future of Work Nerd.
"I highly recommend the Advanced Applied Neuroscience Foundations program at KCI (the Key Change Institute)! I'm incredibly impressed by how this program is transforming my ability to help others in the change process.
The curriculum is designed for coaches, therapists, and professionals who want to leverage the latest neuroscience techniques to make a real difference in people's lives. The expert faculty provides valuable insights and practical tools that I can immediately apply in my work. If you're passionate about empowering others and want to stay at the forefront of neuroscience-based change techniques, this program is a game-changer!"
💛Rene Batson, Professional Speaker | Advanced Neuroscience Practitioner and Coach| LEGO® Serious Play® Facilitator | Sparking Self-Discovery Through Brain-Based Immersive Learning
"Reut is always on the forefront of neuroscience topics. As I developed into a new career in Race and Social Justice, I turned to Reut's program at KCI (Key Change Institute) to learn about how I might leverage Neuroscience in my anti-racist work.
I invested in an AAN Certification, and my own transformation helped me become an effective coach, all with tools that are accessible and provided me with greater clarity and confidence.
Reut offers an effective model of learning and adopting new skills, and her backbone of Neuroscience and her relational skills drive a new of transformation that is both challenging and effective. Reut is a skilled partner in helping people change their inner worlds and outer worlds, and she effectively guides new practitioners in this adopting this transformative and nuanced methodology. I greatly appreciate Reut's patience, her integrated approach, and her commitment to learning to improve the work."
💛Rae (Jennifer) Miller, Leadership Development | Applied Neuroscience | Workplace Transformation | Change Facilitator | Inclusion & Effectiveness
