Kyra Bobinet

Kyra Bobinet, MD, MPH, is a physician, neuroscientist, and designer. She is the CEO of Fresh Tri, a health tech company that uses behavioral science to help people build habits. Dr. Bobinet teaches at the Stanford School of Medicine and has spent her career studying why people fail to change their behavior despite knowing better.\n\nShe is the author of Unstoppable Brain: The New Neuroscience that Frees Us from Failure, Eases Our Stress, and Creates Lasting Change. Dr. Bobinet identifies the "habenula"—a tiny region of the brain—as the "failure detector" that kills motivation. She argues that traditional goal-setting triggers this kill switch. Her work proposes a new method based on "iteration" rather than performance, helping people bypass the brain's resistance to change.