Ziba started the business in 2016 with Raphy, Jez & Will. She's passionate about democratising the field of Behavioural Science and teaching businesses to apply Behavioural Science. She works with clients including Walmart, Tesco, Amazon and Sky to transform customer and employee experiences through the application of Psychology, Behavioural Science and Nudge Theory.  

Ziba's career has included Clinical Psychology at the Institute of Psychiatry, Organisational Psychology at BNY Mellon and Behavioural Science at Cowry Consulting. She runs sessions for the Executive programmes at London Business School and INSEAD.