Our Story

Current Day

Relocated to Park City, Utah. Client and colleague Lindsey Jacobellis wins not one but two gold medals. We hosted two all-team meetings in NYC! Denise is interviewed by Voyage Utah and is a Guest Speaker at Utah Founders Annual Event. Additionally, we released our eLearning course: Intro to the Trader Brain.

Initial Spark


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Denise was discussing with a fellow trader how most of the conventional wisdom regarding rationality versus emotion was outdated.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.


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.  

Risk Psychology 2.0


McGraw-Hill convinces Denise to write a book and MARKET MIND GAMES is born. With 5 star reviews even 8 years after publication,  “a veritable Rosetta Stone of trading psychology”, “game changing”, “a decade ahead of its time”, it’s still often recommended on Twitter. 


Bill Long, FRM joined ReThink and now heads a number of initiatives including our HEADSx talent assessment. 


Creators of Showtime’s hit series ‘Billions’ ask for Denise’s help on the development of the show’s character, Dr. Wendy Rhoades.

ReThink: Sports


Bill and Denise build the Trader Brain Exercise for  Bloomberg Tradebook. It  launches in July to overwhelming success. 

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.


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.

Directors & Agents


Sign the Human Performance department of Hendrick Motorsports to our roster of clients. 

Help 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.

Ready to ReThink Performance?

Let’s talk about how we can help raise the level of your game.