Applied Behavior Research

Development of tactics, techniques, and procedures for end-users who depend heavily on results. 
From corporate and legal teams to elite intelligence units; ABR develops groundbreaking and battle-proven training to bring massive power to the ONE factor that can be attributed to success in every mission:

Human Behavior. 

Today, our training is deployed and used by the most elite teams on Earth to create ​outcomes never before possible.

The Applied Behavior Research training core:

► Enhanced Persuasion and Influence
► Advanced Interrogation and Interview
► Behavior Profiling (The Six-Minute X-Ray)
► Homeland Security (Violence Prediction)
► Intelligence (Advanced HUMINT Skills Course)
► Tactical Behavior Science (Violence Prediction)
► Deception Detection 
► S.T.A.Y. Suicide Prediction for Youth
► Elite Advanced Persuasion and Influence (MBP)
►Impulse Advanced HUMINT and Intelligence Course (NATO / Clearance Required)

Strategic Advisor

Sales Team Six

The average person won’t recalibrate their most important vehicle, their mind.

It’s pretty wild that 2 people can have the same script but get wildly different results.

How can that be?  

They have the same resources,

Something is making the difference…

Perspective.  

The person who sees themselves wining will go into the meeting standing tall, head held high, and find a way to help the person on the other line solve their problems in exchange for money.  

The person who sees themselves failing (again…) will go in fold like a cheap lawn chair and allow the other person to seem them on their excuses to stay stuck.   

Script is the same, only difference is mindset.  

Every study tells you that people need recalibration over time,

We re-calibrate our cars on a regular basis,

But most people don’t re-calibrate the most important vehicle they own…

Their mind.

We have a rapid system to recalibrate someone’s perspective.

 It’s non-intrusive.


It doesn’t change sales flow.

It simply optimizes human performance so that all the scripts and training work better.  

If you want to learn how it works and do a live demo, book a call and we'll show you how it works.

Founder

San Marcos Fire Department

I have always had a strong desire to serve my community and help others. So, when I had the opportunity to join the fire department as an EMT, I jumped at the chance.

After going through the rigorous training and passing all of the necessary exams, I was thrilled to finally start my new career as a firefighter. However, as I began working on the job, I realized that it was not the right fit for me.

Don't get me wrong, the camaraderie and sense of purpose that comes with working out of a fire station is truly special and something that I will always cherish. But, after much reflection, I realized that my true passion lies in a different path.

It wasn't an easy decision to make, but I knew that it was the right one for me. So, I decided to step down from my role at the fire department and pursue my other interests.

I want to thank the fire department for the opportunity and the amazing experiences I had while working there. I will always be grateful for the lessons I learned and the people I met.


Respond to 911 emergency calls | Perform life-saving medical procedures on patients | Transport patients to hospital | Maintain & operate emergency response vehicles | Cook & eat delicious meals | Sleep? Never heard of it

Strategic Operations Inc.

Even though the military didn't work out, I have always been passionate about the opportunity to serve others. So, when I had the chance to work as an instructor and train military medics who were preparing to go to war, I knew it was the perfect fit for me.

Working with these incredible medics was an absolute honor. They are truly dedicated to their craft and were always eager to learn and improve their skills. It was incredibly rewarding to see them apply the techniques we taught them in simulated combat scenarios and save lives.

Our training was designed to be as realistic as possible, with simulated injuries and emergencies that were designed to stress the medics out while testing their skills and knowledge. It was amazing to see them rise to the challenge and use their training to save lives, even in the most stressful and high-pressure situations.

I am so grateful for this experience and am proud to have been a small part of helping these medics become the skilled and confident medical professionals they are today. If you have any questions about this work or want to chat more about my experience, please don't hesitate to reach out.

Medical Subject Matter Expert (SME)

US Navy

When I was younger, I had a dream of joining the navy and becoming a SEAL. It was a long shot, as I was a weak and skinny kid who couldn't even do a single pull-up.

But, I was determined to make my dream a reality. I found an ex-SEAL who believed in me and became my mentor. Together, we set out to transform my body and my mindset. It was a grueling process, but through hard work and determination, I was able to build the strength and resilience needed to make it through SEAL training.

I remember the day I finally passed the infamous "hellweek" - it was one of the proudest moments of my life. I had proved to myself and to others that I was capable of achieving anything I set my mind to.

Unfortunately, shortly after completing hellweek, I suffered a brain injury that put me in a coma. It was a difficult and scary time, but my family, friends, and the SEAL community rallied around me and provided support and encouragement.

After a long recovery, I was medically discharged from the navy. It was a tough pill to swallow, as I had worked so hard to become a SEAL. But, I am grateful for the experience and the lessons I learned.

I am now using my experiences to help others achieve their goals and realize their potential. If you have a dream or a goal that you are pursuing, don't let setbacks or obstacles hold you back. Remember that with hard work and determination, you can overcome any challenge and achieve greatness.

Push-up Enthusiast & Cold Water Tester

Studio Trifusion

This experience had a profound impact on my life. 

When I was 18, I decided to make my own feature film. 

Now, before you start thinking that I had some kind of Hollywood connections or a big budget, let me assure you that was not the case. We had no money and no experience, other than making music videos for my band. But, I was determined to make this film happen.

I wrote a script, put together a volunteer crew, and we set out to make the film guerilla style. It was a wild ride, full of challenges and obstacles, but we persevered. It was an amazing feeling to see my vision come to life and to know that it resonated with others.

This experience sparked a passion for film production in me and I went on to produce other movies and do visual effects. It was a challenging and rewarding journey, and I am grateful for the opportunity to have learned and grown through it.

If you have a dream or a passion, I encourage you to go for it, even if you feel unprepared or uncertain. You never know what amazing opportunities and experiences might come your way.

Swiss army knife of media production | Feature film production management | Visual effects supervisor | Schedule & payroll coordinator | Logistics support & management | Location scout | Postproduction supervisor

Media Producer 

Zumiez

This one is a personal story about my journey and the impact it has had on my life. Growing up, I was always a shy and insecure kid who was afraid to talk to people. I struggled to make friends and was often too afraid to speak up or express my thoughts and opinions.

That all changed when I got hired to work at Zumiez at the mall. From the moment I started, my manager saw potential in me and was determined to break me out of my shell. She pushed me outside of my comfort zone and taught me that it was okay to talk to people, even if I was nervous.

Over time, I began to gain confidence in myself and my abilities. I learned how to approach and engage with customers, and even started to enjoy it. I began to see the value in networking and building relationships, and I started to feel more comfortable in social situations.

I also learned how to work hard, focus, and on my 18th birthday, I got promoted to the 1st assistant manager - 2nd only to my manager! 

I am so grateful for the support and guidance my manager provided me with, and I am proud of how far I have come. If you are struggling with shyness or insecurity, I encourage you to push yourself out of your comfort zone and try new things. You never know what amazing opportunities and personal growth may come from it.


Aggressive customer service | Inventory management | Occasional mall shenanigans | Regular taker of breaks

Assistant Retail Manager

I’m Zach Paul: strategic advisor to elite entrepreneurs, high-performing execs, and fast-scaling sales organizations.

My background? Navy SEAL training, military psychological operations, advanced behavioral science, and 200+ sales teams transformed from “doing fine” to breaking records under pressure.

I don’t teach "motivation", I install behavioral precision.

I built my system after thriving in Navy SEAL Hellweek, then studying neuroscience and applied behavior at the University of San Diego. Since then, I’ve spent the last decade decoding how to move people... fast and at scale. My work bridges elite military conditioning with battle-tested behavioral science to give leaders unfair advantages in influence, performance, and decision-making.

Clients come to me when:

• High-performing teams hit plateaus
• Personal patterns get in the way of results 
• Underperformers are draining the culture
• Meetings feel like noise instead of movement
• Leadership needs to build command presence, fast

I’ll show your team how to read behavior like a weapon, communicate with surgical precision, and install habits that scale success... without burnout, gimmicks, or guesswork.

This is behavioral engineering for leaders who win.

Want to see what that looks like? DM me “Rocket fuel” and I’ll give your team a private 90-minute training—no fluff, just results.

Left: Me at 18
Right: Me now at 37 

My uber-cool-mega-transformation had nothing to do with going to the gym and everything to do with mindset. 

At 18 my brain was running fear-based programming 24/7. Anxious, reactive, couldn't look people in the eye. Got jumped walking home, got humiliated by girls, basically just survived each day.

Now I'm leading sales teams, getting dates (humble brag) and walking into rooms with actual confidence. 

What changed?

I literally rewired my brain. 

After my SEAL training, I had a pretty shitty brain injury which forced me to rebuild it from scratch.

Best thing that ever happened to me. 

Because I figured out that our sales numbers, our relationships, our whole lives... all of it is just a printout of whatever programming is running upstairs. 

If your brain's running 18-year-old me's software? You're gonna hesitate on the call. Overthink the close. Self-sabotage right when things start working.

But when you update that programming, everything just... flows.

More deals closed, more confidence (and reportedly a warmer bedroom lol, ask my clients at Sales Team Six). 

"Rewiring your brain" has nothing to do with manifesting or positive thinking bullshit. It's neuroscience. Your brain physically changes based on what you feed it, and guys are unknowingly still feeding theirs the same trauma from 10 years ago.

Don't be fooled by thinking you need more sales scripts and tactics. 

You already know what you're doing. 

The most important work is updating the operating system so everything else actually sticks.

DM me if curious about this.

Zach Paul

Hey I’m Zach. I give sales teams the cheat code to high-stakes closing. Speaker | Author | Veteran. Want to know more? Shoot a DM.

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TEN. THOUSAND. FOLLOWERS!!!!!!!!! 

Wow. My heart is eternally grateful for every AI-generated comment and every silent lurker... #Community #Onward

🤢🤢🤢🤢🤢🤢🤢

Ok got that out of the way.

Let’s be real: 10,000 is just a number.

I got here because I posted stuff.

Some of you read it. Most of you didn’t. A few got mad and called me names. Honestly, that was the most entertaining part.

Follower count is a vanity metric on a platform where everyone’s wearing a costume.

Where people polish their failures into “learning experiences,” and “thought leaders” regurgitate the same advice in different fonts.

And here I am doing the celebration post anyway. Because even when you see the performance, you still participate. 

I’m just saying it’s bullshit while I do it.

And my promise to you is I’ll keep pointing out how fake this place can be.

Including this post.

Is your wife worth $6,000,000?

I asked my client this question while he was on a date with another woman.

His marriage was dying. No intimacy for months. Barely speaking. Just going through the motions.

We'd been working together to fix his patterns and rebuild the marriage. He's impulsive, so I gave him my number and told him to text "911" if he was about to do something stupid.

One Friday night, I got the text.

I was on a date myself, so I excused myself to the bathroom and called him.

"I'm on a date," he said. "My wife thinks I'm on a work trip."

"Okay. Remind me why we're fixing this marriage instead of ending it?" I asked.

"I love her. I don't want to hurt her or the kids. And she runs half my business."

That question snapped his frame back to what actually mattered.

"So is this woman you're sitting with right now worth a $6 million divorce?" I asked.

His business was worth around $12 million. In his state, she'd get half. Plus the house, the kids' college funds, and years of alimony.

Silence.

"No," he finally said.

"Then you've got two choices. Stay on the date and live with it. Or go back to your hotel and stick to your goals."

"I'm going back," he said.

"Text me in 20 minutes."

A few minutes later: "Back in my room. Happy with the choice I made."

Two months later, they'd completely reconnected. Sold their house. Moved to San Diego like they'd always talked about.

"We couldn't be happier. I'm glad this is the route we took," he told me.

That same man would've made the wrong choice without accountability.

If you're in a cold war with your wife and don't know how to fix it, I put together a free guide for you. Click "view my blog" at the top of this post to access it.

"Why the fu*k are you talking about marriage & sex on LinkedIn?"

I got a DM like that a couple of days ago.

Since I love being honest and ripping through LinkedIn BS, I'll answer publicly.

The reasons why I talk about these things here:

• Love & connection drive our businesses whether we like it or not
• Businesses run better when founders are not at war with their partners
• LinkedIn’s pretentious mask is suffocating and we need more honesty so we can focus on what matters

Often, it's the intangible relationship stuff that creates peace, success, happiness, and prosperity.

And sharing what I know about this stuff is my way of making the world a little better for everyone.

If you want only KPI-speak, I am not your guy. 

If you want the truth about what actually moves careers, companies, and people, follow along.

Your wife brought up a problem a few weeks ago.

You said, “Yeah, you’re right, we should talk about that.”

Then work got crazy. Then a trip happened. She seemed fine after a few days.

If it were serious, she’d bring it up again. Since she hasn’t, it must not be a big deal.
Definitely not because she’s tired of trying.

You know your relationship, you tell yourself. You've had years together, survived worse.

So WHAT if conversations feel surface-level lately? That’s what happens when life gets busy. The connection will come back once things calm down.

Things will calm down eventually... right?

Having that conversation now would just make it awkward. You'll say the wrong thing, she’ll get upset, and it becomes a whole thing.

Better to wait for the “right moment.” You know, the magical moment where difficult conversations feel easy.

That distance you're feeling? Completely normal. All couples go through phases.

It’ll pass.

Probably.

...But will it?

Let’s be real.

You don’t avoid the conversation because you don’t care.

You avoid it because your brain convinces you “not addressing it yet” is safer than “addressing it now.”

Even though you know that’s bullshit.

The reality is, you already NOW what you need to do, you just can’t make yourself do it. 

Because you keep telling yourself:

• We’re both just busy
• It’ll get better when work slows down
• She hasn’t brought it up again, so it must be fine

Meanwhile, the emotional distance grows, and the risk of the marriage falling apart shoots up.

How do you break this cycle?

Just stop trying to out-logic it. You need to realize that the short, sharp pain of the conversation now is better than the long, dull pain of a breakup later.

In reality, there are two choices:

1. Face the discomfort now
2. Stay comfortable, avoid it, and risk the relationship

If you’re currently facing this battle, my free guide on male/female psychology might really help you out. One of my clients called it a “cheat code” to fix his marriage. 

Click "View my blog" at the top of this post to get instant access.

R2_V1_Zach Paul_Man Ignoring Issues With Wife (Glass of Water Analogy)

One executive came to me stuck in a guilt loop: 

1. Couldn't focus at work (worried about family)
2. Couldn't be present with family (worried about work)

He felt guilty about not being home enough - which was making him second-guess every decision and burning him out. 

Another executive I worked with was just promoted as a leader. But he was struggling with priorities and respect from his team.

In both (and many other cases with the high achievers I work with), I’ve found that problems at work is a sign of something deeper...

1. If you can't lose weight, you feel undisciplined. That lack of discipline shows up in how you lead your team.

2. If you can't get dates, you feel inadequate and insecure. You overcompensate by saying yes to everything at work.

3. If you feel guilty about your family time, you can't make clear decisions under pressure. 

Every business problem is really just a personal problem wearing a suit.

And I get it - dealing with the personal shit is often way harder. 

Any guys reading this feel the same way?

Last week a lady giggled when I told her my business name.

"Ah, Sales Team Six... you mean like SEAL Team Six?"

Bingo!

There's quite a good story behind this name. 

I went through Navy SEAL training. Somehow got hypothermia and woke up with a thermometer in my ass. They really should mention that part in the recruiting materials...

Right as I made it through Hell Week and recovered from my 7 broken bones, a car hit me, I was in a three-day coma, and ended up with this gnarly brain injury. 

Had to relearn how to walk, talk, and not drool on myself. 

Doctors said they didn't have any way to heal me completely. 

So I went full mad scientist... neuroscience, hypnosis, Buddhist monks, and finally a psychedelic retreat in Mexico.

I discovered you CAN reprogram your brain. Delete old patterns, install new code - rewire your brain to serve your higher purpose.

After healing myself, I started helping veterans with PTSD. Then CEOs and business owners in sales or sales leadership (because this same shit works like magic for sales). 

One day, I'm in some random conversation and someone goes, "Dude, you help sales teams and you were almost a SEAL. You should call it Sales Team Six."

I'm like, "That's either the dumbest or the smartest thing I've ever heard."

Ran with it anyway.

So now I use Navy SEAL-level brain reprogramming to help guys who already know EXACTLY what to say in theory but stare at their phone for 45 minutes instead of calling. 

I help them get over the edge and actually close deals and ask for referrals without overthinking about it.

Is this the weirdest career pivot ever? Yes, my 18 year old self would think so. 

But everything happens for a reason, I love seeing my clients close more deals... and at least I don't have thermometers shoved anywhere.

Something we need more of in this world: 

Men helping other men. 

It makes the world a better place. 

I am where I am because other men decided to help me: 

Men who taught me how to push through when everything in me wanted to quit.

Men who helped me build something meaningful instead of just profitable.

Men who showed me how my mind actually works - and how to rewire it.

I couldn't have done any of this alone. And I'm genuinely grateful they gave a shit enough to help.

Most men won't even ask for help. They think asking for help is weakness. That real strength means figuring everything out solo.

That's bullshit.

Real strength is knowing when you need help and having the balls to ask for it.

Men helping other men is how we actually make progress. 

The chain starts with one man deciding to offer his hand to another.

Be that man for someone.

I just got asked if I'm a cult leader.

Uhhh... kinda?

I mean I do have this weird method I teach to my clients to help them close more deals.

Nobody teaches it or knows about it.

They don't have to read any books or watch any podcasts to learn it. They literally sit down for a few minutes, and I change how their brain perceives sales calls.

Then they get on the call and close deals without thinking about it.

My clients have jokingly called me a guru and said I've given them the cheat code to closing more deals.

Just over a weekend, I helped a SaaS CEO get over his stage fright and anxiety. He delivered a keynote to 800 people and closed a seed round worth millions only a few days later.

So I guess, yes, this is a cult for sales leaders who want to win.

You can message me if you wanna join the cult, lol.

My non-negotiable principles to be a strong man:

(7 life principles I've taught to 300+ men)

1. Ask for help

Going at it alone isn't a sign of ego. Strong men know where their expertise ends and when to ask for help.

2. Keep your word

Your position in society as a man is built on the promises you keep. Break your word, and you break the trust others have in you.

3. Be capable of violence

Real strength means you can be violent but choose not to. Being harmless isn't peaceful - it's weakness.

4. Learn how your subconscious works

Your subconscious runs 95% of your life. Learn how to influence it or you'll stay stuck in the old faulty patterns.

5. Serve something greater than yourself

Personal achievement without purpose is empty. Find meaning in serving others.

6. Be kind with boundaries instead of just "nice"

"Nice" is what weak men do when they're terrified of conflict. Kindness has limits. Real men can be generous AND hold boundaries without apologizing for either.

7. Do the right thing even when no one's watching

Integrity isn't about looking good in public. It's about being able to look at yourself in the mirror and not flinch. That's how you learn to trust yourself.

-

I see guys violate these every day and then wonder why their life feels hollow even though the business is thriving.

You can make all the money in the world and still feel like a fraud if you're not living by principles that actually mean something.

Let me know - what am I missing?

In WWII, we made giant condoms, labelled them “regular size" and dropped them into Russian camps... 

When the Russians found them, their morale shot down. 

Suddenly the U.S. got a win after getting our assess kicked in the cold for months. 

Men are simple like that. Make us insecure about our d**k size and we’re fucked.

The phrase "toxic masculinity" works the same way.

It's a psychological weapon designed to make men ashamed of being men.

Notice there's no "toxic femininity." Just toxic masculinity.

They're linking MASCULINE and TOXIC together in your brain. Over and over.

And the clever part is if you question this narrative, they label YOU "toxic." Now they can dismiss you without addressing your argument.

Hypothetically (only hypothetically of course) if there was a playbook to destroy a culture... they'd want to weaken the people and confuse them about basic biology.

It worked.

We've got a generation of guys who don't know what masculinity even means anymore. They're too scared to be themselves.

Meanwhile, women are biologically wired to want masculine men - no matter what the culture says.

You can't override 50,000 years of evolution with 10 years of propaganda.

Real masculinity looks like:

• Asking for help from other men when you need it
• Protecting people who can't defend themselves
• Feeling emotions without being controlled by them
• Being physically capable when it matters

Most guys I work with know something's off but can't name it.

That's our culture telling you that being a man is wrong. But men need to step into masculinity to feel like a man. That’s basic biology.

The work starts with seeing the game being played. Then, choosing to reject the label and reclaim what it actually means to be a man.

If this resonates, click "view my blog" at the top of this post for a full guide to male/female psychology.

My client wasted $47,000 and 2 years trying to get better at sales, and then I fixed his brain in a weekend and he doubled his sales the week after 🤠

This guy was good at his job. Could talk about the product, knew his market, and had the connections.

Yet, every time he got on a call with a real prospect, something broke. He'd second-guess himself in the middle of the pitch, over-explain features nobody asked about, and answer objections that weren't even raised yet.

Deals kept slipping through his fingers.

He had tried every sales training program, masterminds, and courses. Experimented with all the scripts, the frameworks, the "proven methodologies."

Over the course of two years, he spent $47,000 to fix whatever was broken.

Nothing changed.

He was still choking on calls, watching worse reps close deals while he sat staring at the ceiling, wondering what he was saying wrong.

The real problem wasn't his technique. It was the faulty programming running in his subconscious.

Somewhere in history, his brain decided that being judged meant danger.

Maybe it was because of a parent who tore him apart, a teacher who humiliated him, or a boss who destroyed his confidence.

His nervous system had installed a protection code, and it ran every time he had to perform under pressure.

I knew no amount of sales training could override a nervous system response that's been there for years.

So when he came to me, we got straight to work at the source. At the two-day weekend intensive, we accessed the specific subconscious block, deleted it at the source, and installed new programming in its place.

And the very week after, he doubled his normal close rate. The month after, he hit revenue numbers he hadn't touched in over a year.

His manager asked what had changed. 

Nothing, except that we had removed the faulty programming his brain was running.

Easy peasy.

I was having coffee with a venture-backed founder who was about to blow a $10 million Series B because he kept sabotaging his pitch meetings.

He was really smart and experienced. 

Had solid numbers.

But every time he walked into the conference room, his subconscious ran the "you are not good enough" script his father installed forty years ago.

He'd see himself failing, and everyone else in the room would feel it too. 

He couldn't close the deal no matter how hard he tried.

So I invited him over for a weekend and used a condensed version of the military protocol - two days of intense reprogramming.

I deleted the core belief that was triggering his self-sabotage and installed a new script that made his brain see his meetings go in a positive way...

By Monday, his entire approach had changed. 

He closed the Series B round three weeks later.

That's when I realized this protocol, this EXACT cognitive surgery method, needs to be available to more people as a concentrated intensive, where we do the entire operating system upgrade in one shot.

Because once it's done, you're going to:

- Wake up every morning with new energy
- Without feeling anxious or fearful about how you're going to approach work
- You're going to be always ready to win the day, no matter what happens next

Message me if you'd like to know more.

Last month, I walked into a 4-day retreat in Mexico thinking I was hot shit.  

Then I walked out after crying on a yoga mat ...

Let’s rewind.

First night? Cocktail party. I'm walking around with a drink, thinking I've already excavated all my "inner demons" and I'm basically more evolved than everyone here.

Man, how wrong I was. 

Next day we had everyone write their “masks” on name tags - the protective identity you show the world. The version of you that you think keeps you safe.

Mine were "Power" and "Stoic."

My logic was simple: project enough dominance and show zero emotions, nobody can touch you. Can't hurt what they can't reach, right?

Day 3 was a mushroom journey. A special strain they hybridized specifically for this event.

Combined with the prep work from the first two days... yeah. That was a different animal entirely.

Last day, we told everyone: "Write a letter to your former self."

Most guys naturally wrote to their 5-year-old self. Their 9-year-old self.

I wrote mine to the guy from four days ago.

The dude at the cocktail party who thought he had it all mapped out.

Turns out there's always more layers. It never stops.

I legit teared up listening to other guys read their letters. Everyone in the room was right there with me.

At the end, we wrote everyone’s summary on the whiteboard.

I couldn't even identify which one was mine. Because they all said essentially the same damn thing.

Every guy in that room was running the exact same program. Different masks, same fear underneath.

We all thought we were the only ones.

Most guys I work with show up convinced their situation is special. It never is. 

Details change, the pattern's always identical.

We're all just wearing different versions of the same armor.

Hey I’m Zach. I give high achieving entrepreneurs & executives the cheat code to successful dating & relationships. Speaker | Author | Veteran. Want to know more? Shoot a DM.

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