EVOKE was created for actors, by actors. Although I certainly didn’t imagine it would eventually find its way into boardrooms and executive teams.

As an actress, writer, and storyteller, I’ve always been fascinated by the questions actors ask when building a character. Who am I? What do I want? What’s standing in my way? What experiences have shaped the person I’ve become? I began wondering what might happen if we turned those same questions toward ourselves, rather than the characters we play.

That curiosity became the foundation of EVOKE, a methodology I first developed for actors and emerging artists, testing it with students at NYU beginning in 2022. But it soon became clear that these questions weren’t exclusive to the performing arts. Entrepreneurs, leaders, and people navigating change were wrestling with their own versions of the same stories.

In 2023, my husband, Shanga Parker, a professor at NYU Tisch, joined as co-founder, bringing his own theatrical expertise and perspective to the work.

What makes EVOKE different is that we don’t simply ask people to set goals or imagine a better future. We invite them to investigate the narratives already shaping their lives, often without their awareness. By combining storytelling, neuroscience, Heart Intelligence, and creative exploration, we help people move beyond intellectual insight and translate greater self-understanding into meaningful action.

After all, you can’t consciously rewrite a story you haven’t yet recognized you’re living.

Our first clients came through the theatre and our work with emerging artists at NYU. We began introducing actors to the EVOKE methodology, and as they experienced the process, they started sharing it with others. What began in the rehearsal room gradually found its way into conversations with entrepreneurs, leaders, and people from entirely different professional worlds.

Today, much of our business grows through relationships, referrals, workshops, and speaking engagements. EVOKE is something you really need to experience to understand. There’s a difference between hearing someone describe a methodology and suddenly recognizing a story you’ve been telling yourself for years, perhaps without ever questioning whether it’s true.

That moment of recognition often opens the door to deeper work, whether through individual coaching, leadership training, or team experiences. We’re also expanding EVOKE through online courses and digital offerings, making the methodology accessible to people wherever they happen to be in the world.

One of the most important decisions was recognizing that EVOKE needed to evolve beyond its original audience without losing what made it distinctive. That meant stepping outside familiar territory, experimenting with new formats, and learning to communicate the value of our work to people who had never set foot in a rehearsal room.

My biggest mistake? Trying to speak to everyone at once. When you believe deeply in something’s potential, it’s tempting to think everyone should experience it. But in business, speaking to everyone often means connecting with no one in particular.

I’ve learned that clarity isn’t about narrowing your ambition. It’s about understanding who you’re speaking to, what matters to them, and how your work can genuinely serve their needs. That shift has helped us become more intentional about the audiences we reach and the experiences we create for them.

People are craving a more human approach to growth. Burnout, constant change, and the rise of AI have left many professionals asking deeper questions about identity, purpose, and what it means to be human in an increasingly automated world. Leaders are looking for tools that strengthen emotional intelligence, foster genuine connection, and encourage authentic communication. They also want those tools to be engaging, practical, and grounded in science.

Clients also expect greater flexibility. They want opportunities to learn online, in person, and on their own schedule. We’ve adapted by offering an online course alongside VIP coaching, workshops, and bespoke executive training, while continuing to develop our app and other digital offerings. We’ve also placed greater emphasis on the neuroscience behind our methodology, because people increasingly want to understand not just how something feels, but why it works.

Start with your own story. Do the inner work first, because people can feel the difference between someone who has studied a methodology and someone who has actually lived it. Then take your ideas out into the world and test them with real people as early as possible. Be curious, listen carefully, and be willing to discover that what you thought people needed might not be what they actually need. That feedback will teach you more than any perfectly polished business plan.

Ignore the pressure to have everything figured out from day one, and especially the temptation to compare your beginning to someone else’s middle. Follower counts, trendy language, and the latest formulas for success will come and go. Focus on doing meaningful work, building genuine relationships, and earning people’s trust. In a world where almost anything can be generated, trust may be the most valuable thing we have. And unlike content, credibility can’t be created with the click of a button. It’s built through consistency, integrity, and showing up for people. That’s what lasts.