Better decisions start in the brain.
Primax Perform is a technology-led brain performance programme for the people who run your organisation. Over six sessions we stimulate the part of the brain that carries judgement, to help each person perform better under pressure. Then we measure what changed against their own baseline. We call that reading the Executive Margin.
“Without sustained investment in stronger brains, organizations and economies risk falling behind.”
“Underinvesting in the brain is already showing up in burn-out, skills gaps, and lost productivity.”
In January 2026 the World Economic Forum and the McKinsey Health Institute set out brain health and brain skills as foundations of growth in the age of AI, with measurement part of their roadmap.
World Economic Forum with the McKinsey Health Institute, The Human Advantage: Stronger Brains in the Age of AI and the McKinsey Health Institute release of the same date, 15 January 2026.
$2.7 trillion
Gartner's forecast for this year's AI spend
Every pound of it is tracked. The capacity of the people responsible for it is not.
Source. Gartner, worldwide AI spending forecast, 16 September 2026.
When the answer they thought of afterwards was better than the one they gave at the time. When being with the family felt like saving the world.
The gap between impulse and action is where judgement lives. Nothing your organisation measures today records it.
For four decades companies have removed the layers between the top of the organisation and the pressure it runs on.
Every restructure was rational. Each one also removed a buffer. The work those layers once absorbed did not disappear. It moved up.
Senior people now absorb directly what a management structure used to filter. More decisions arrive faster with less recovery between them and the load lands on the brain's capacity for judgement under pressure.
Capacity is physical and it can be spent faster than it is rebuilt. When it runs thin, the first thing to narrow is the gap between impulse and action.
AI lands on the same desks. Korn Ferry's 2026 workforce survey found four in ten people already stretched beyond their capabilities at work. Over half of those who feel worn down by AI say it has increased their workload. The extra work is landing on people who were already at the edge. Nothing the organisation measures today shows that.
Source. Korn Ferry, Workforce 2026 Global Insights Report.
We build the Executive Margin from 48 questions about the past two weeks, in plain English, across six areas a person already recognises in themselves: the load they are carrying, how they handle a threat when it lands, how long the day's problems keep running after it has closed, how they sleep, the gap between impulse and action and how short their patience has become. The reading sits on a scale from 10 down to 10 up with the person's own baseline marked, so each person is compared with themselves alone. For people who join the programme, we add the published scales the research community uses for the same six areas beside the reading, at the start and again at the 30 day review. From the first cohort we publish the size of change that counts as real. We report a line as moved only when it has.
Each person's reading belongs to them. Across ten or more people the organisation receives the shape of its senior capacity, the area under most load and where it clusters, with no group smaller than ten and no name attached to any number.
Coaching, leadership development, AI literacy and an earlier night where the diary allows all work on the conditions around the brain and all of it is worth keeping.
Primax Perform works on the signal itself, through direct stimulation of the region of the brain that carries executive judgement, so everything the organisation already funds has a substrate that can receive it.
Coaching works on how a person thinks. Primax Perform works on the brain they think with. A coach will get further with someone whose capacity has been strengthened.
A measured baseline before anything else begins. Each person is compared with themselves alone.
Six weekly sessions of direct brain stimulation of 24.5 minutes each, delivered at the organisation's own offices. This is the only diary commitment the programme asks.
A full remeasurement 30 days after the final session, so the movement is measured and never remembered.
Keeps reading after the programme. Anyone in the cohort can book a further session on one of the top up days we hold at the organisation's offices. No reading tells anyone they need one.
The day stops following you home. Sleep comes more easily. There is a pause before you reply where there used to be none. More patience at the end of a long day.
Wednesday no longer feels like Friday.
Every person responds differently. That is why we measure.
Governance sits in front of the invoice.
Every person completes a suitability questionnaire before anything is booked or billed. An independent doctor reviews and signs off each one individually before any session. Where a person does not proceed, no reason is disclosed to anyone other than that person. Item level results reach the person alone and never the employer.
The stimulation itself is established clinical practice: NICE finds no major safety concerns in the evidence on repetitive transcranial magnetic stimulation for depression and allows its use with normal arrangements (HealthTech guidance HTG396, formerly IPG542). Its use in this programme sits outside that indication. Each person completes a safety check before every session. Every person receives that position in writing before consenting.
The stimulation target is Brodmann area 46 in the left dorsolateral prefrontal cortex, the region the literature identifies as governing the gap between impulse and action.
Sustained load, overstimulation and the pursuit of quick rewards reduce activity in this region, including in healthy individuals.
Published research reports that stimulating the prefrontal cortex can improve executive function in adults. A meta analysis of 15 studies in healthy adults found a small improvement in executive function from excitatory stimulation of this region (Patel and colleagues, Neuropsychologia, 2020). Its authors judge the effect on cognition in healthy adults to be limited. Our thesis is that six sessions on the region that carries judgement will strengthen each person's capacity under pressure. We measure every person before and after, so the proof arrives in their own numbers and grows with every cohort.
The device manufacturer's own studies measure the same territory in smaller groups. In a sleep and stress study of 43 people, 31 receiving active stimulation and 12 sham, sleep quality scores improved from 9.5 to 5.8 on the Pittsburgh Sleep Quality Index and 71 per cent reported being less irritable at one month. In a study of 21 people, 71 per cent reported improved willpower and self control after six sessions. These are small samples, largely uncontrolled, patient reported and produced by the manufacturer. They support the mechanism without proving it.
What the evidence does not support is a claim that stimulation makes a healthy adult think faster or remember more. The programme makes no such claim.
Your people become part of the proof. The founding cohort carries the first population read, so the organisation will know from its own numbers whether it worked.
We are forming our founding cohort now. If you would rather start smaller, a First Read across the people you choose comes first, taken remotely in their own time with nothing to prepare. Tell us who you are and we will come back to you.
We do not claim that AI is eroding your people's capacity. We measure whether it is.