Behavioral engineering, in a room of women who are in it the way you are.
Your pricing decisions, your communication under pressure, your product development, your customer service, your ability to hold a boundary with a client, your ability to finish what you start. These are behavioral patterns, and behavioral patterns do not change through awareness. They change through engineered intervention, practiced under real conditions.
There is something else here too, harder to name and just as real. You are most likely carrying the whole of it alone. Performing certainty for clients and family while the doubts go unnoticed. Surrounded by people, and still without anyone who actually gets what this is. This room is eight women who get it, doing the same work at the same time.
That is what this intensive is built to deliver. The methodology, and the room.
A twelve-week behavioral engineering intensive for eight founders, led by a business psychologist, designed to produce structural change in how you operate under stress, make decisions, execute, respond to your environment, and navigate the relationships that shape your business.
The intensive is built on a principle drawn from behavioral science: awareness is activated by intervention. You will not spend the first four weeks learning concepts. You will spend the first two weeks identifying your stress-response pattern, applying a behavioral reset tool in real business conditions, and bringing the data back to the group. Every two weeks, a new diagnostic dimension is paired with a matched intervention tool. By week four, your patterns reveal themselves as a connected system.
Six behavioral cycles across twelve weeks. Each cycle pairs a diagnostic with an intervention. Each cycle consolidates through peer debrief of real application data, not discussion.
The six cycles:
1. Stress-response and behavioral reset
2. Decision-making under load and decision architecture
3. Execution breakdown and restart protocols
4. Environmental triggers and environmental design
5. Relational patterns and peer accountability architecture
6. Full behavioral architecture and identity declaration
By week six, you are not learning in the abstract. You are catching your stress-response as it rises on a Tuesday afternoon before a client call, recognizing the pattern before it runs, and implementing a reset you have personalized over four weeks of real data. A decision you would have stalled on two months ago moves through your designed decision architecture in a morning. You send the proposal. You hold the price. You stop waiting for clarity to arrive.
The pride of catching a pattern in real time is not incidental. It is the behavioral signal that a new operating system is coming online.
A Personal Behavioral Architecture Document. One page. Your five-dimension behavioral profile, the three tools that produced the most change, your environmental design modifications, your decision architecture for your highest-stakes decisions, your execution restart protocols, your relational trigger map, and your post-program accountability structure. A living reference you will still be using in a year.
Refined tools across all six cycles. Each one tested in your real business conditions and shaped to your specific patterns, not pulled from a generic library.
Weekly time with a business psychologist and seven peers who are living the same pressures. A place to be uncertain out loud, which most founders have nowhere else to do, and to be met by people who are in it, not adjacent to it
A Behavioral Identity Statement you read aloud on the final session. This is the most durable consolidation mechanism behavioral science has identified. When a new behavior is spoken into identity in front of peers who have witnessed the change, it becomes the default.
A peer accountability architecture designed as a behavioral engineering tool, activated in the final cycle so it is already functioning when the program ends.
And the thing that matters most: a business that moves the way you designed it to, on the days that are hardest, not just the days that are smooth.
ABE™ Founders Circle $3,997
It is worth considerably more, and I know that. Pricing it at the maximum the market would bear is not how we operate. Women have been charged what the market will bear by others for too long, often for programs that did not produce lasting change. This investment reflects the value of the work and the kind of company we are choosing to run.
We trust women to make sound decisions for themselves and their businesses. We don't need to try and manipulate someone into buying something with long pages of slashed prices on a list of add-ons. No tactics or pitches, we know you know yourself best.
She is ready for change that lasts. She has likely done real work already, and watched the results soften over time, and she is done with approaches that stop short of where the patterns actually run. She is ambitious, committed to her work, and tired of pop psychology, lingo, and jargon that never reaches her real concerns.
She is starting a business, running one, or building a second act. Service, product, consulting, creative, or something else. What she shares with every other woman in the room is not a stage or a history. It is a readiness for structural change, and the sense that she should not have to do it alone.
This is not the right fit if you are:
Looking for motivation, accountability, or someone to tell you what to do next.
Searching for the right business strategy.
Wanting a basic mastermind or a networking group.
Expecting change to come from insight alone.
Founders Circle is designed for women business owners. Men who are interested in a future cohort designed for a broader audience are welcome to email me directly: mcross@womenleadco.com
A twelve-week Behavioral Engineering Intensive for eight founders. Six behavioral cycles. Pattern mapping, matched intervention tools, peer consolidation of real application data, and a Personal Behavioral Architecture Document you leave with.
You finish Founders Circle making decisions your old patterns would have stalled. Sending the proposal that used to sit in drafts. Holding pricing under pressure. Closing the difficult client conversation in a single morning instead of cycling through it for three days. The mental load of avoidance and recovery lifts, and the hours that opens up are real.
For the woman who is ready for structural change, in a room of women doing the same work.
Our next Founders Circles begin August 25th!
Questions about fit, timing, or whether Founders Circle is right for you? Email me directly at
Michelle Cross · Business Psychologist, M.S. · Founder, Women Lead Company · Creator, Applied Behavioral Engineering™
Hello, I am Michelle Cross, a Business Psychologist with a Master of Science in Business Psychology and twenty years of experience at the intersection of behavioral science, behavioral neuroscience, and real-world business performance.
I developed Applied Behavioral Engineering™ because I kept seeing the same thing. Capable, intelligent, hardworking women who understood themselves well, who had done the work, read the books, invested in their growth, and were still hitting the same invisible walls. The gap between knowing and doing was not closing. And the existing approaches were not strong enough to close it.
What I kept seeing was not a strategy failure. It was a behavioral neuroscience problem. The women I was working with were not stuck because they lacked insight or commitment. They were stuck because the automatic responses their brains had built under years of chronic stress were running faster and deeper than any framework they had been given to manage them. No amount of mindset work reaches that level. ABE™ does.
My foundation in behavioral science was shaped early. In the beginning years of my education and training I worked directly in clinical settings as a research assistant, observing behavioral patterns under pressure, understanding how they form at the neurological level, and learning what it takes to change them. That clinical grounding never left me. It is why ABE™ intervenes where it does: not at the level of thought, but at the level of the automatic behavioral responses that thought alone cannot override.
Over the years I have built an integrated body of expertise across behavioral psychology, neuroscience, behavioral economics, cognitive behavioral science, emotional intelligence, and leadership. I am neuroscience-informed in both methodology and practice. That distinction matters. It means the science is not a backdrop for this work. It is the work, present in every assessment, every intervention, every protocol ABE™ delivers.
What I bring to ABE™ is twenty years of understanding why capable people stay stuck under pressure and what it takes to change that, permanently and by design.
Credentials & Training
• Master of Science in Business Psychology
• Master Practitioner in Emotional Intelligence
• Behavioral Neuroscience Informed
• MBSR (Mindfulness-Based Stress Reduction) Certified
• Neuro-Somatic Mindfulness Trained
Michelle Cross, M.S.