“Progress is impossible without change
and those who cannot change their minds,
cannot change anything.” ~ George Bernard Shaw

About Axiogenics

Axiogenics is the world’s leading pioneer in the field of applied neuro-axiology (brain science + value science) and NCRT (Neuro-axiological Cognitive Remodeling Technology). We develop science-driven proprietary analysis, training, consulting, coaching, and organizational development services that break through the barriers and limits of habitual thinking to enable breakthrough results in people’s lives, families, and organizations.

Our company was created in 2010, shortly after the publication of our first book “Answering the Central Question” with a mission of bringing the message of the book and the science of neuro-axiology to 100 million people.

Our message is simple:

Success in anything and everything worthwhile in life is ultimately about maximize quality of life though the generation of value. When we learn to think and act with the conscious intention to generate greater value, our lives, families, businesses, communities become richer in every good measure.

Our goal is to teach as many people as we can a simple, but profoundly powerful question that they can use to begin thinking more “valuegenically.” It is a question we call “The Central Question of Life, Love, and Leadership”…

What choice can I make and action can I take,
in this moment, to create the greatest net value?

Of course, we also have a commitment to teaching people the principles and practices for answering The Central Question. This we do through the suite of services we have developed and that are delivered by our trained and certified coaches around the world.

Our Core Values

From the very day that Axiogenics was formed, our commitment has been to live and operate according to the principles we teach. Chief among them, and the compass by which we steer all of our choices and actions, is to apply the Hierarchy of Value to find the best possible answer to The Central Question in every decision, action, and interaction.

It is from this foundation that Integrity (with the Hierarchy of Value and our core principles) is our highest Core Operating Value. To be in  integrity, we must put people – all people – first. Our services and the experiences that people have with them must deliver extraordinary value in their lives and businesses. Quality of life for all our customers, coaches, partners, and stakeholders is our primary concern, profit is secondary.


Who we are

Axiogenics was co-founded by Peter Demarest, Harvey Schoof, and Traci Duez, each of who bring a a unique history and body of knowledge and experience to the firm.

Peter D Demarest


Phone: 484-840-1095 
Philadelphia, PA

Since his early teens, selling skincare products, Burpee Seeds, and lawn care services door-to-door, Peter has been a student of the successful mind. His path has taken many twists and turns across the peaks and valleys of life. After serving in the U.S. Navy Submarine Service, most of his “first-life” career was spent in the information technology industry. He held a variety of positions from geek to guru in the both the corporate and the entrepreneurial worlds.

In the early 2000s, as his late wife was battling breast cancer, he made a made a complete career transition to follow his passion for bringing greater meaning purpose and power to his own life and the lives of others. He coached hundreds of people including doctors, lawyers, entrepreneurs, CPAs and managers and executives of numerous organizations small and large. 

Through research and development, he recognized the amazing connection between axiology (value science) and neuroscience (brain science) and spent more than 10 years researching, developing, and testing this new technology. Today, he and the Axiogenics team are considered the world’s leading pioneers in the field of applied neuro-axiology.

As a coach, facilitator, consultant, trainer, and speaker he and his partners are bringing the message of “The Central Question” and the power of neuro-axiology to people and organizations worldwide.


Peter is available for speaking engagements. Click here to watch a short demo video.


 Harvey J. Schoof


Phone: 517-626-6628 
Lansing, MI

Since age 19, when he taught his first class of fifty third-graders, Harvey has been involved in the work of educating, counseling, training and coaching. He has worked as a rehabilitation counselor, manager, and HR professional as well as an instructor of management and organizational communication at seven different colleges and universities.

He is a founding member of the daVinci Charter School Academy, where he served as the board president for 12 years, as well as a founding board member of the Michigan Association of Charter School Boards.

Over the past 30 years, Harvey has become an acclaimed expert in the science of applied Axiology, training coaches and other practitioners from across the United States, Canada, the UK and the Netherlands.

Throughout his consulting and coaching career, Harvey has worked with hundreds of companies and thousands of managers, sharing his insights and experiences to assist them in becoming more valuegenic in their personal and professional lives.

Harvey is a founding partner of Axiogenics, LLC. He lives in Michigan with his wife Jan. They have three wonderful children and six awesome grandchildren.

 Traci Duez


Phone: 832-886-6542 
Sugar Land / Houston, TX

Traci attended Case Western Reserve University in Cleveland, Ohio. She graduated with a Bachelors of Science degree in Chemistry and a minor concentration in Sports Medicine. She was captain of the women’s basketball and women’s track and field teams. It was there that she developed a passion for personal development and discovered that her mental game had to be as sharp as her physical game. Upon graduation, she went on to further her studies in Athletic Coaching and Sports Psychology at The Ohio State University in Columbus, Ohio. She became an assistant women’s basketball coach at Otterbein College and later the head girls’ basketball coach at Columbus Academy.

In 1992, Traci joined Abbott Laboratories, Ross Products Division as an analytical chemist. She was quickly recognized as an innovative leader and promoted to a role that was commissioned with starting a consumer products quality assurance laboratory. Her knack for innovation led to an automated laboratory that utilized a robot to prepare samples instead of large volumetric flasks and beakers. The result was a 450% saving over the previous cost of testing.

Traci quickly became an expert in the field of laboratory informatics and left Abbott in 1998 to join Taratec Development Corporation, an IT consulting company that specialized in the pharmaceutical and life sciences industries. (This company was acquired by Patni Computer Systems.) At Taratec, she led productivity and quality improvement projects for 3 of the top 10 pharmaceutical companies in the United States.

In 2001, Traci was recruited to Digital Consulting & Software Services, Inc. to become the director of the Life Sciences consulting practice. In 2003, she was promoted to director of all consultants (100+) at DCSS which included the national Life Sciences practice and four local business units in Houston, New Orleans, St. Louis, and Atlanta. It was in this role that she instituted a leadership development program and recognized her true passion for growing corporate leaders.

In 2005, Traci started her own coaching and consulting company using the principles and practices of neuro-axiology. In the past 5 years, she has spoken at more than 100 events in 5 countries about the practical application of neuro-axiology. She has coached and trained over 10,000 people and is proud to join forces with Pete and Harvey to share this unique, strengths-based approach to growth and change with thousands and thousands of others.