A Quick 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
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.
Served as a Press Secretary and as a senior staff member to two Members of Congress, ran two congressional campaigns, and worked on two presidential campaigns.
Helped orchestrate a national environmental grassroots campaign to stop a proposed hazardous waste facility, and passed bipartisan legislation protecting several pristine wild rivers from development.
At Ogilvy Public Relations, worked on national media outreach for the CDC's first public information campaign on the HIV/AIDS epidemic. Also worked on the launch of President Clinton's AmeriCorps program.
Served as VP of Politics.com, the first internet startup in the political space, won Webby Award for best site, and teamed with Yahoo! to hold the first online forums with presidential candidates VP Al Gore & Sen Bill Bradley.
Led a transformative therapy and mentoring program serving high-risk youth at two California prisons. His team reversed the recidivism rate within the first year.
Ran a large division of a national therapy association for three years, created and founded a doctoral program for psychotherapists, and served on graduate school regional accreditation review committees.
Advanced health practitioner on the medical staff at UCSF Medical Center.
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
Politics.com: 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)
Executive Leadership Coaching, Georgetown University
Transformational Leadership, Georgetown University
Ph.D., Depth Psychology, Pacifica Graduate Institute
M.A., Counseling Psychology, Pacifica Graduate Institute
B.A., Political Science, Penn State University
Lectures & Presentations (partial list):
“The Politics of Mental Health Care: Legislative Trends in the US and Canada for the Profession” (Chicago Center for Psychoanalysis, 2017 Conference: Advancing Psychotherapy for the Next Generation, The Chicago School)
“Myth, Narrative, and Story: A Master Salon for Innovators on Going Deeper, Getting Authentic, and Accelerating Impact” (Seminar for startup companies and tech innovators, Palo Alto, 2017)
“Archetypal Narratives: Access the Ancient Genius at the Core of Images and Ecosystems” (Salon and lecture for senior marketing professionals, San Francisco, 2017)
“Conscious and Unconscious Narratives: Tapping the Hidden Stories and Patterns that Drive Life and Work” (Seminar for executives and management consultants, San Francisco, 2017)
“Cultivating Greater Innovation and Creativity with the Deeper Layers of the Psyche” (Lecture for marketing and brand leaders, Oakland Impact HUB, 2017)
“Human Stews: Critical Intelligence for Navigating Dysfunctions, Personality Disorders, and Unconscious Conflicts in Teams and Groups” (Seminar for leadership professionals, Palo Alto, 2017)
“The Power of the Erotic for Professional Life: Tapping the Intelligence and Wisdom of Eros, Longing, and Desire” (Public lecture for organizational development professionals, San Francisco, 2017)
“Psychotherapy and Professional Regulations” (Ontario Assn. for Marriage and Family Therapy Annual Conference Presentation and Workshop, Toronto, 2012)
“Jung’s Typology & Myers-Briggs” (Ph.D. Graduate Program Lecture, Pacifica Graduate Institute, 2012)
“Rethinking Opportunities: Professional Regulation of Psychotherapy” (Canadian Assn. for Psychodynamic Therapy Conference Panel, Toronto, 2012)
“State of the Association” (Ontario Assn. for Marriage and Family Therapy Annual Conference Presentation, Toronto, 2010/2011/2012)
“Juvenile Options for Lifelong Transitions” (California Workforce Assn. Conference on Youth: Expert Panel on Juvenile Justice and Treatment, Long Beach, 2010)
“Diversity & Inclusion” (National Home Builders Conference Presentation, Las Vegas, 2009)