Co-founder & CEO

Joe is the Co-founder and CEO of 12traits where they believe that the path to a better future lies in unlocking the true potential of humankind through combining deep psychological insights with machine learning: powering the empathy of AI. He is a startup advisor, clinical counselor specialising in adventure-based psychotherapy as well as neuropsychology, and a published author on the Harvard Business Review. Previously, Joe was the head of UX at Big Fish Games and a UX director at MRM // McCann, creating games and experiences grounded in applied psychology. Joe has a M.S. in clinical psychology from Prescott College and B.S. degrees in psychology and anthropology from the University of Wisconsin- Madison.

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