Our Story

Excelling Where Other Strategic Decision
and Mental Skills Programs Fall Short

The ReThink Group is a boutique decision and performance consultancy which leverages the cutting-edge Shull Method to improve the performance of individuals and teams. We specialize in difficult decisions and in creating the X-factor of exceptional productivity with a high impact set of assessment, coaching and workshop services.

Leaning on the latest neuroeconomics and modern psychoanalysis research into how human thoughts, feelings and behavior
actually interact, we train our clients – who come from Wall Street, professional sports and entertainment – to use advanced qualitative and emotional skills to make better high-risk decisions and to create sustained optimal performances.


  • We diagnosis problems, slumps and struggles in an entirely different way.
  • We untangle and mitigate the self-doubt and fears of the unknown.
  • We solve slumps and otherwise inexplicable situations through our understanding of how frustration and disappointment metastasize.

Clients become more resilient, more confident and more centered.

Armed with a more accurate body of self-knowledge, our clients find themselves less subject to their intensities, inhibitions and impulses. In professional investing, trading, sports and entertainment, the Shull Method of addressing difficult decisions and mental challenges will help you outperform the competition – particularly in the high-risk, high-pressure, high-consequence moments.

Our History

The 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Denise was discussing with a fellow trader how most of the conventional wisdom regarding rationality versus emotion was outdated.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 gets published in Stocks, Futures and Options magazine and she begins receiving inquiries about coaching. – and so it begins.

The First Book


McGraw-Hill convinces Denise to write a book – and MARKET MIND GAMES is born, with 5 star reviews even 7 years after publishing,  “a veritable Rosetta Stone of trading psychology”, “game changing”, “a decade ahead of its time”.


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


Creators of Showtime’s hedge fund series ‘Billions’ consult with Denise Shull on the development of the show’s character, Wendy Rhoades.

ReThink: Sports


Trader Brain Exercise with Bloomberg Tradebook releases and will be relaunched later in 2020.

Launched ReThink Sports with help from a former CBS Sports’ executive.


Our first Olympic athlete client, snowboard racer Lindsey Jacobellis placed 4th in the 2018 Olympics, missing gold by less than one half of a second! 

John Burns joins the ReThink Group.



Officially added Hendrick Motorsports to our roster of professional athletes – our second vertical focus beyond traders and portfolio managers.

Our team expands to include Evan Marks.

Signed our first Broadway director, pro sports agent and private equity investor as clients.

Ready to ReThink Performance?

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