PsychTech Lab

About PsychTech


A Story for Context

As a growing startup, Airbnb reached out to author, Chip Conley, whose book on tapping into the insights of Maslow's Hierarchy of Needs stirred critical ideas about how to structure their business and create new ways of thinking about the hotel industry.

Integrating business acumen with their newfound psychological knowledge helped propel their giant leap forward. They even hired Conley as Head of Global Hospitality and Strategy (see his HBR article here). It's a great story and a great model.

Though Maslow is an important figure in the field of psychology, there are also other important figures with even greater contributions and insights for organizational and business success, such as C.G. Jung and many post-modern analytical psychologists, psychoanalysts, and systemic theorists.

Jung, for example, described a psychology of the unconscious and the complexities of the psyche and systems.  He made discoveries about archetypes, the collective unconscious, the power of myths and symbols, the dynamics of pathology and complexes, the nature of personality types (the Myers-Briggs Type Indicator), and the primacy of dreams and synchronicities. But all the knowledge and experience from those discoveries has barely been brought into the realms of organizational and business development. 

PsychTech draws critical ideas from psychological and sociological contributors to support important breakthroughs in organizations. We integrate elements of analytical psychology (C.G. Jung), archetypal psychology (James Hillman), mythology (Joseph Campbell), psychoanalytic psychology (Bion), systems thinkers (Bateson), and many other important contributors.

Like Airbnb (after they reached out to Conley), we believe positive change and growth for organizations can happen when they fully grasp the power of the unconscious, and the elements that have driven human experience since antiquity.

PsychTech brings in a team of leading depth psychologists and strategists


Core Members

Edward Santana, Ph.D., Principal

Edward Santana, Ph.D. is a senior advisor and academic who specializes in bridging business with depth psychology. He is an experienced strategist, startup consultant, Ogilvy PR alum, author, coach, therapist, and former Congressional staff member. He supports leaders and teams on issues of connection, performance, vision, and growth by deepening understanding and alignment with the most important elements of the deeper psyche. He is the principal of PsychTech Lab, and advises companies on how to expand knowledge and consciousness among teams and organizations by delving deeply into the hidden psychological and cultural layers that create the foundations for powerful change, innovation, and social impact. Edward is also an advanced health practitioner on the medical staff at the University of California San Francisco Medical Center. He is the author of the book Jung and Sex (Taylor & Francis/Routledge, 2016) and The Unconscious Organization (forthcoming in 2019).

Past Clients:

  • Pfizer: worldwide employee communications, PR, leadership strategy (Silver Anvil Award)

  • Lockheed Martin: communications for two global mergers

  • Miller Brewing Company: grassroots and public affairs, media training

  • GE Capital: public affairs, Capitol Hill policy symposiums

  • AOL: crisis communications, stakeholder relations, LGBT outreach

  • Internet Alliance: PR, communications, public policy, merger

  • United Airlines: stakeholder relations, employee political advocacy, public affairs

  • marketing, communications, strategy (Webby Award)

  • Aetna: PR/marketing, LGBT outreach

  • Southwest Airlines: employee political advocacy, public affairs

  • Startups in a range of areas (biotech, cryptocurrency, consumer, media)


Allen Davids, M.S., M.A., Operations and Research

Allen Davids, M.S., M.A., is PsychTech’s operations and research analysis specialist. An experienced researcher, he is also a management strategist with a logistical and operations background, and has led information technology departments and efforts, including migration projects. He supports PsychTech’s operational, logistical, and research efforts.