Rethinking the Brain

This company is the brainchild of former academic and researcher Dr Mark Williams and current academic Professor Anina Rich.

Cognitive neuroscientists with over 50 years combined experience in human brain research, they founded Rethinking the Brain to translate evidence from the scientific literature into real-world solutions that individuals, organisations, and societies can apply.

Dr Mark Williams

Mark has worked with thousands of students, teachers, health professionals, and leaders keen to understand how their brain works, how to perform optimally and maintain a healthy brain.

“I regularly run programs on the neuroscience of learning, the neuroscience of emotions, how to hack your habits, how our brains create our reality, and the impact of modern technologies on our brains.”

Mark has an extensive academic background in brain research and teaching. He is an honorary professor of cognitive neuroscience, with over 25 years experience conducting behavioural and brain imaging research focusing on our social skills. He has taught the fundamentals of neuroscience to a wide range of students, as well as publishing more than 70 scientific articles and worked at MIT in the USA and multiple universities in Australia.

He draws on his extensive scientific background to work with schools, companies and the public to develop evidence-based practices using neuroscience to enhance our education, work and personal lives. His work has been highlighted in the media both locally [e.g., Mirror Mirror (Channel Ten), Our Brain, Magic and the Brain, Music and the Brain, Making Australia Happy (ABC), Sunrise (Channel 7), Screen Time is Affecting Learning (SkyNews)] and internationally [e.g., The Guardian (UK), New York Times (USA), Economist, New Scientist, Leading Edge, (BBC: UK), Science in Action (BBC; International)].

Professor Anina Rich

Anina runs a successful research group focusing on how we perceive the world through our multiple senses and how we attend to what is important, allowing us to successfully interact and navigate a complex world. Her research has provided critical insights into the way what we know influences what we see, including in special populations like synaesthesia.

Her inclusive and diverse research group contribute unique perspectives to understanding the human brain. Anina’s attention research informs fields as wide ranging as medical imaging through to motorcycle helmet and self-driving car design. She also substantial leadership, facilitation and training experience through her academic role and externally through her involvement with the Global Young Academy (link).

Anina has extensive media experiment, including documentaries featuring her work, and radio, television and print media interviews. Her science communication contributions have been recognised through a NSW Tall Poppy Award, a Menzies Foundation Fellowship, and a CJ Martin Fellowship to Harvard Medical School.

Her academic credentials include >70 international publications, sustained success in competitive government and industry grant funding, mentoring and research training for numerous postgraduate students, and undergraduate training for thousands of people over the past decade. She has a driving passion for understanding the brain and using what we know about it to improve people’s lives.


Our founders have been published in top-tier international academic journals and been widely featured in the media including the

ABC, Channel Seven, Channel 10, SkyNews, SBS, The Guardian, New York Times, The Economist, and the New Scientist.