Brain-centric Instructional Designer (BcID)

Upskill to the most high-value work according to Gartner, Inc, work that is cognitive.


You are seeking alternative solutions to thorny issues that plague any workplace training program. Upskilling to a new definition of work, adult learning science, and the cognitive model that changes the paradigm of Learning & Development online, blended, face-to-face, and instructor-led, synchronous, and asynchronous.
When you certify yourself as a Brain-centric Instructional Designer (BcID), you gain the knowledge and skills to:

  • Dramatically reduce training time
  • Decrease attrition in high-turnover industries
  • Orchestrate a culture of adaptability
  • Increase retention of key skills and knowledge
  • Improve the way trainees view their job
  • Present how the brain processes information, and how people love to learn

When we built out our methodology for presenting information the way the brain naturally accepts it, we realized that our neuroscience method is particularly applicable in the training industry. Instructional designers, training managers, and training staff wrangle with the exact same dilemma that we found elsewhere in the learning world. It’s the same in large corporations as it is in the elementary classroom. Everyone struggles with too much material and too little time.

We all have brains. That may sound rudimentary, but many training programs overlook a fundamental truth of neuroscience: we all learn. In fact, we are hard-wired to learn! But many learning institutions unknowingly create an environment that unintentionally makes learning more difficult than it is.

There is a huge gap between being an expert in a subject and knowing how to teach that subject to a novice. That gap is traceable to a paradox in teaching that describes education as the only institution where we never consider the organ that we are trying to change: the brain.

The skills we teach in our BcID course will empower you to make your training program easy, efficient, and fun. Yes—you can make learning fun, deeply rewarding, and deeply understood by simply delivering your information how the brain processes it.  Learning Science for you to easily apply to any situation when you provide new information to another.

Ozioma Egwuonwu, an internationally celebrated speaker, transformational thought-leader, storyteller, and visionary master strategist at BurnBright International in New York & Lisbon, recently became a certified Brain-centric Instructional Designer.


According to Gartner, Inc, cognitive skills will continue to grow in importance. A 2019 study declared “Constant upskilling and digital dexterity will outweigh tenure and experience. By 2026, the most high-value work will be cognitive in nature. Employees will have to apply creativity, critical thinking and constant digital upskilling to solve complex problems.” Brain-centric Design makes it easy for you to create an environment that develops the kind of problem solving and adaptive expertise that Gartner predicts we’ll continue to depend on.

Becoming certified as a Brain-centric Instructional Designer (BcID) upskills you and your team with innovative and practical solutions to problems that are immediate and ongoing.

As an added bonus, when you become a BcID, you instantly gain access to the online Brain-centric Design Professional Learning Community (BcD-PLC). Access to our neuro-aware community will help continue to and your neuro-skills will grow, sharpen, and ignite your trajectory.

Ai Addison-Zhane, founder of Classroom Without Walls, became a certified BcID in the summer of 2020.

In Melbourne, Australia,  Samuel Holston started 2021 by becoming certified as a Brain-centric Instructional Designer and then launched a new company, Brain Tools!


Finding the secret to teaching efficiently and effectively was not an easy endeavor. It took decades of peer-reviewed research and dedicated researchers to develop the learning sciences our method is based on. It also took over a decade of educational experience and marketing experience, as well as a near-fatal motorcycle accident, to create BcD.


    A horrific accident left Rich without motor skills in the right side of his body. During his recovery, he spent his time educating himself on how to relearn to walk. There wasn’t much information available. Just a series of people with tips and first step videos. Rich decided if he was ever going to walk again, it’d be up to him. So, he learned the basics of neuroscience. Already an accomplished global instructional designer for Fortune 500 hundred companies, Rich applied these new brain insights to his client's work immediately after his recovery. They worked there, too…sort of. They didn't work exactly like he wanted, at least not every time. Why wasn’t the information presented or taught completely understood by the audience every time? His goal became to decipher how any information could be delivered to someone and be understood deeply. He asked questions like, “How does the brain accept information? How do people love to learn?” Rich needed a cognitive learning neuroscientist...


    In 1981, I found myself back in academia…again. I had just ended a 10-year career teaching science and social studies at an inner city all-boys high school. I left because I was desperately seeking solutions to large philosophical questions that seemed to evolve into daily crises in my classrooms. In the faculty room, we spoke in forward-looking platitudes and used phrases like “equality of educational opportunity.” But I could see quite plainly that neither “equality” nor “opportunity” was associated with the education we were doling out. I felt like I was part of a stratification engine that unintentionally and unknowingly did bad things to young people every day. After a horrible event at school, I arrived in Seattle wondering, How could a 13-year-old become so dissatisfied with life at school and home that the only choice left was suicide? It took me the best part of 40 years to locate the solution. The journey that contributed to this book involved many dead ends for me, as well as unfortunate and time-consuming false starts and frustrating educational misadventures in academia. However, eventually, it led me to the cognitive learning model in this course, and to Rich Carr.

Imagine What Life Would Be Like If You Could...


Brain-centric Design represents many years of research in the field of neuroscience, learning, marketing and training. As the work continues in classrooms, HR departments, and talent development arenas, neuroscience and learning sciences will bridge the gap between educators and employees, ensuring that industries do not remain siloed in their thinking. As a BcID, you are part of this 21st-century learning pedagogy.

Brain-centric Design works in the classroom, no matter what your definition of a classroom is. In an actual classroom, at the office, online, and with our children. In fact, for it to work, all you need is a brain. For that reason, we can say thankfully that our methods and systems are agnostic of race, age, gender, or culture. Endorsed by the Institute for Connecting Neuroscience with Teaching & Learning and has been presented at Columbia University. Our methodology is based on decades of peer reviewed research and is the product of advancement in cognitive neuroscience.