Driven to understand why the world works the way it does.
Aaron Bare
Aaron is an AI executive coach, creator, philosopher, and Wall Street Journal bestselling author. A strategic facilitator and self-described “supercollaborator,” he has helped Global 100 companies and venture-backed startups solve problems, create, and sell stuff across more than 100 countries and all 50 states.
Despite a 6’3”, 200-pound frame, the first thing people notice is his brilliant white smile and a deeply contagious laugh. Aaron’s sole personal rule is simple: “Have fun!” He believes the most serious work gets done when we stop carrying the world on our shoulders.
His books — Exponential Theory, Reimagining Innovation, and It’s Really Not That Serious — map the same arc: think bigger, build better, and remember that it is not as serious as it looks.
It’s Really Not That Serious
Aaron’s 2025 book, It’s Really Not That Serious, is a mystery-school inversion of modern ambition: the play, presence, and lightness that high performers rediscover when they stop carrying the world. It includes companion practices to dissolve resistance — meditation, somatic presence, nervous-system regulation, and full-body imagination.
The credo is simple: Always be curious. Have fun. Be extraordinary.
Have fun.
Be extraordinary.”
Aaron speaks to leaders who actually move money, people, and policy.
AI is exposing every weak incentive system in every organization simultaneously.
The leaders who win the next decade will not be the ones with the best AI strategy. They will be the ones who understand how incentives — human and machine — actually behave.
The Lab teaches that literacy through a flagship executive course, a diagnostic assessment, six living research labs, and an executive council of practitioners.
The goal is not to sell an executive course. The goal is to build the world’s leading authority on how incentives shape behavior, organizations, markets, culture, innovation, and AI.