History Highlights
2026
Denise will be participating in Fortune Magazine’s Workplace Innovation Summit in Atlanta. The think tank brings together visionary Fortune 500 executives, CHROs, technologists, and cultural architects to debate the defining questions shaping the workforce of the future, and how companies can build resilient organizations for the decade ahead.
Denise will be a featured guest of the London Fund in London for an exclusive fireside chat, London.
2003–2008
Initial Spark
2003
Having just finished updating her University of Chicago Master’s thesis for academic publication, Denise was discussing with a fellow trader how most of the conventional wisdom regarding rationality versus emotion was outdated. The trader encouraged Denise to write an article for a more mainstream publication, but she was skeptical anyone would publish her.
2004
Denise’s first article, “Freud’s Path to Profits” gets published in Stocks, Futures and Options magazine. The first coaching request arrives. Denise asks for mentoring from the Modern Psychoanalysts she knows.
2006
Denise gives her first solo keynote to 250 traders at the Chicago Mercantile Exchange.
Denise joins the Chicago Board of Trade.
2009–2015
Risk Psychology 2.0
2009
Denise appears on CNBC and is featured in the Financial Times and Bloomberg Magazine, the first of many profiles to come..
2010
McGraw-Hill convinces Denise to write a book and MARKET MIND GAMES is born. With 5 star reviews even 13 years after publication, “a veritable Rosetta Stone of trading psychology”, “game changing”, it’s still often recommended.
2012
Bill Long, formerly of Bear Stearns and the Dallas Federal Reserve, joins ReThink.
2015
Creators of Showtime’s hit series ‘Billions’ ask for Denise’s help on the development of the show’s character, Dr. Wendy Rhoades.
2016–2018
ReThink: Sports
2016
Denise and Bill build the Trader Brain Exercise game – an intuition training tool – for Bloomberg Tradebook.
ReThink:Sports is launched.
Denise gives first professional sports keynote to the US Ski and Snowboard Association Annual Meeting.
2018
Our first Olympic athlete client, snowboard racer Lindsey Jacobellis secured her first spot in the finals in three Olympics.
We officially name our approach The Shull Method.
2019–2021
Directors & Agents
2019
Signed the Human Performance department of Hendrick Motorsports to our roster of clients.
Helped a break-even hedge fund return 18%.
Released our Conviction Spectrum tool to select asset managers.
2021
Denise coaches a well known crypto trader live on stage hosted by Real Vision in Las Vegas.
2022–2025
Gold Medals
& Board Seats
2022
Relocated to Park City, Utah.
Client and colleague Lindsey Jacobellis wins not one but two Olympic gold medals.
2023
Intro to the Trader Brain elearning course is launched
Denise is a Guest Speaker at Utah Founders Annual Event.
2024
Denise is appointed to the Board of Directors at ARMR Sciences – a defense bio-technology company,
Denise’s one-on-one client work expands to founders across the US, in the UK, Asia .
2025
Denise gave the dinner keynote at Morgan Stanley’s Women’s Investment Roundtable, NYC
Denise and Bill meet with Drs. Francisco and Eleonora Gutierrez to discuss opportunities in biophysics, El Salvador
Denise attends Lincoln Center Alternative Investment Gala with her guest, ARMR Sciences CEO Collin Gage, NYC
Denise makes her yearly holiday pilgrimage to Paris.
2003–2008
Initial Spark
2003
Having just finished updating her University of Chicago Master’s thesis for academic publication, Denise was discussing with a fellow trader how most of the conventional wisdom regarding rationality versus emotion was outdated. The trader encouraged Denise to write an article for a more mainstream publication, but she was skeptical anyone would publish her.
2004
Denise’s first article, “Freud’s Path to Profits” gets published in Stocks, Futures and Options magazine. The first coaching request arrives. Denise asks for mentoring from the Modern Psychoanalysts she knows.
2006
Denise gives her first solo keynote to 250 traders at the Chicago Mercantile Exchange.
Denise joins the Chicago Board of Trade.
2009–2015
Risk Psychology 2.0
2009
Denise first appears on CNBC on Squawk on the Street with Erin Burnett and the late Mark Haines.
Denise is profiled in the Financial Times and Bloomberg Magazine.
2010
McGraw-Hill convinces Denise to write a book and MARKET MIND GAMES is born. With 5 star reviews even 13 years after publication, “a veritable Rosetta Stone of trading psychology”, “game changing”, “a decade ahead of its time”, it’s still often recommended on X.
2012
Bill Long, formerly of Bear Stearns and the Dallas Federal Reserve, joins ReThink.
Denise is interviewed by Andrew Ross Sorkin and Joe Kernan on CNBC’s Squawk Box
2015
Creators of Showtime’s hit series ‘Billions’ ask for Denise’s help on the development of the show’s character, Dr. Wendy Rhoades.
2016–2018
ReThink: Sports
2016
Denise and Bill build the Trader Brain Exercise game – an intuition training tool – for Bloomberg Tradebook.
Launched ReThink:Sports with help from a former CBS Sports’ executive.
Denise gives first professional sports keynote to the US Ski and Snowboard Association Annual Meeting.
2018
Our first Olympic athlete client, snowboard racer Lindsey Jacobellis secured her first spot in the finals in three Olympics.
John Burns, former CME Group trader, joins the ReThink Group.
We officially name our approach The Shull Method.
2019–2021
Directors & Agents
2019
Signed the Human Performance department of Hendrick Motorsports to our roster of clients.
Helped a break-even hedge fund return 18%.
Denise is featured in The Athletic and The Akron Beacon Journal in regards to the Myles Garrett:Mason Rudolph incident during Browns vs. Steelers.
Released our Conviction Spectrum tool to select asset managers.
Signed our first Broadway director, private equity executive and sports agent as clients.
2021
Denise coaches a well known crypto trader live on stage at one of the first post pandemic conferences hosted by Real Vision in Las Vegas.
2022–2024
Gold Medals & Board Seats
2022
Relocated to Park City, Utah.
Client and colleague Lindsey Jacobellis wins not one but two gold medals.
2023
Launched our eLearning course: Intro to the Trader Brain.
Denise is interviewed by Voyage Utah and is a Guest Speaker at Utah Founders Annual Event.
2024
Denise is appointed to the Board of Directors at ARMR Sciences – a defense bio-technology company,
Denise travels to West Hollywood for RFK Jr’s 70th birthday party.
Founders of three multi-billion dollar hedge funds across the US, the UK, and Asia hire Denise to work 1-1.