There Are Only Two States Your Brain is Ever In

At any given moment, your brain is either in an executive state or a survival state.

Research has shown for about 70% of our adult lives, we are in the survival state, which is preventing us from accessing our highest levels of creativity, innovation, and performance.

Due to the amount of uncertainty and risks that high-performing entrepreneurs have to navigate through on a daily basis, it often triggers the brain's reactive survival state. As a result, we have found this to be the root cause of many entrepreneurs being bogged down by stress, anxiety, and overwhelm.

This explains why a vast majority of entrepreneurs:

  • Experience burnout despite even meeting revenue goals.
  • Have lower morale and negatively both at a business level and a personal level.
  • Underperforming at some level and hurting the business.
  • Quit their business ventures altogether.

Everything we need to break through to the next level of growth comes from being in that executive state on a more moment to moment basis. When this skill is developed, it significantly improves your decision making, problem solving and revenue generation skills.

Just like there is a pathway to grow and scale a successful business, there is a science-based pathway to develop the skills of activating maximum brain performance at will.

Using neuroscience combined with specific technologies we now have access to, Dr. Eugene trains leading entrepreneurs to consistently unlock those exponential results both at a business and personal level.


Invite Dr. Eugene to Speak


Dr. Eugene K. Choi Pharm. D is a Transformational Mindset Coach and a board-certified clinical pharmacist that is on a mission to help talented heart-driven leaders operate at their highest levels of performance, intelligence, and communication. He firmly believes that by activating the powerful executive brain, it maximizes results not just in business leaders, but in humanity as a whole.

With a background in clinical pharmacy, neuroscience, and business coaching, his unique science-backed process along with the use of groundbreaking technology helps entrepreneurs figure out how to dramatically improve performance, innovate dynamic solutions, and achieve their goals.

Dr. Eugene's expertise in audience growth has also resulted in him generating over 8 million views on his online articles and over 23 million views on his short films. He has also worked with hundreds of entrepreneurs to help them optimize their mindset and strategy in order to scale their businesses and generate more revenue and impact. These experiences have proven critical in helping clients produce tangible results in both business and in life.


"What Eugene brings to his presentations are a combination of cutting-edge brain science and personal compassionate care - it really is the hidden key to performing as your best and highest self, in the moments where it matters the most..and that's how life really gets better."

-Danny Iny, CEO of Mirasee

"It's been such a joy seeing the impact of the eye-opening content that Eugene brings to the table - And he presents it in a way that creates real tangible results for people. It takes personal development to a whole new level. If you're looking for an experience that is both powerful and transformative, then be sure to bring him in."

-Teddy Zee, Executive Producer of The Pursuit of Happyness

I brought in Dr. Eugene with the hope of bringing in an important science based perspective about growth and learning for our Rotary members. I definitely noticed his examples provided in his talk were something that was easily applicable yet powerful. There wasn’t a lot of medical jargon that he was trying to say and everything was easy to absorb. It was very relatable. I had a lot of feedback from the Rotarians that they were really surprised by the science around how fear and different types of emotions trigger their thought processes in an unproductive way. This talk was a very nice gateway for them to understand how to overcome that. There was really a lot of value and insight provided. Dr. Eugene’s talk also helped me change in mindset too and evolve from the traditional style of doing things. I’m able to start building that future I’m aiming for of working internationally with the Rotary at a digital scale and we’re already getting a lot of waves and interest in our new chapter.

-Samantha Kwong, President of Rotary Club of Burnaby District 5040