World-leading expert on neuro-axiology Peter Demarest joins Alex to discuss how neuroscience and axiology can be applied to coaching practice. Discover how the synergy between these models can help you support clients to enhance their quality of life.Peter Demarest has been a popular Pre Summit and Full Summit presenter in the past, delivering fascinating sessions on topics such as Valuegenic Self-Leadership: Being a Game-Changing Coach and Neuro-Axiology: Adding Value to Your Coaching with Game-Changing Insights from Mind-Brain-Value Science.In this episode, he shares further insights on these subjects, introducing the science and research behind neuro–axiology. Coaches will appreciate his practical tips for applying theory to practice - helping clients to identify their biases and assets, for example - without having to “teach” clients the theory itself.To make neuro-axiology more accessible, Peter shares examples from his own life and unpacks what drove his behavior in moments where he acted out of alignment with his values. He also explains to Alex how the work of Steve Jobs and Bill Gates connects to this model. From these examples, he clarifies how the needs that drive the subconscious mind interact with ways of thinking that create value. Peter explains to Coaching.com CEO Alex exactly what he means by value and how his model measures this concept. According to Pete, abundance is about creation and not receiving, and what makes us better human beings is what gives us a better life. Find out how you can help clients transition from a self-centric mindset to help them create greater net value for society as a whole.Peter Demarest is one of the authors of Answering the Central Question: How Science Reveals the Keys to Success in Life, Love, and Leadership. Subscribe and check out the full episode to better understand how you can help your clients answer their central questions.Valuegenic Self-Leadership: Being a Game-Changing Coach (Full Summit 2022): In this session, Peter outlines what makes his approach - designed to address subconscious bias as a way to change behavior - a true “game changer” for the coaching industry. He also distinguishes between valuegenic and self-centric mindsets, explaining why the former is worth pursuing.Neuro-Axiology: Adding Value to Your Coaching with Game-Changing Insights from Mind-Brain-Value Science (2020 Pre Summit): Here, Peter shares his belief that thinking is the catalyst that turns potential into performance. He provides strategies for changing thought processes to create greater value, which he describes as the driving force of the human spirit.