Two co-founders. One discipline: Incentive Intelligence™.

Aaron Bare is a strategist, facilitator, and Wall Street Journal bestselling author of Exponential Theory. Over two decades he has led strategy sessions inside more than 500 companies — from venture-backed startups to Global 100 enterprises — and advised Fortune 500 boards and CEOs across more than 100 countries. He has negotiated upwards of $12B in deal value and won an X-Prize for human-systems work that connected innovation to measurable behavior change.

He is the author of six books, including the WSJ bestseller Exponential Theory, the new book Magnetic Zero: The Search for the Perfect Philosophy, and the forthcoming Perverse Incentives (2027, with Ricardo Rosselló). His writing argues that the next decade will not be decided by AI strategy but by how clearly leaders see the incentives — human and machine — that already run their organizations.

As Co-Founder and Chief Architect of The Incentives Lab, Aaron builds the diagnostic, design, and simulation tools that turn Incentive Intelligence into an applied practice: the III Assessment, the Atlas of 1,100+ behavioral terms, the Lens diagnostic, the Designer, and the Observatory. He also convened the Consortium — the working group of practitioners, scientists, and operators that anchors the Lab's research.

His credo is simple, and runs through every product the Lab ships: always be curious, have fun, be extraordinary.

Ricardo Rosselló is a scientist, entrepreneur, and public servant trained as a biomedical engineer. He holds a BA in Chemical and Biomedical Engineering from MIT, a PhD in Biomedical Engineering and Biotechnology from the University of Michigan, and completed post-doctoral research at Duke University focused on reprogramming stem cells.

He served as the 12th Governor of Puerto Rico, where he led sweeping reforms across health, energy, education, taxation, and labor — and directed the island's response and recovery after Hurricane María, one of the largest natural-disaster responses in modern U.S. history. He now represents Puerto Rico as U.S. Congressional Delegate, elected through an unprecedented write-in campaign to advance the island's political and economic status.

In parallel, he is Chief Visionary Officer of the Regenerative Medicine Institute (RMI Health), co-founder of Beijing Prosperous Biopharm, and an adjunct professor at George Mason University's Schar School of Policy and Government. He has authored peer-reviewed work in regenerative medicine and policy, and writes regularly on the intersection of science, governance, and reform.

As Co-Founder of The Incentives Lab, Ricardo brings a statesman's lens to Incentive Intelligence™ — translating the discipline into the policies, institutions, and infrastructure that govern public life, and co-authoring Perverse Incentives (2027) with Aaron Bare.