Mentors
Experience changes the questions you know to ask.
EMS Mentors bring experience and perspective into conversations members are already having across the Framework. They are not people to follow — they are people whose experience helps you think more deeply about the same questions.
Relevant to Your Stage
Because you're in the Value stage
Thomas Okafor
Pricing & Business Strategy
Thomas has spent his career helping founders price what they build. His questions about pricing and value are directly relevant to what you're working through in Building Value right now.
Explore Mentors
Pricing & Business Strategy
Two decades advising founders on pricing decisions, from early-stage services to scaling product businesses.
Questions He Helps Examine
"When does lowering your price destroy value instead of creating it?"
"What separates a fair price from a fearful one?"
Mentor-Led Discussion
The one pricing mistake I see in almost every new business
Behavioural Economics & Trust
Researches how trust and perceived risk shape what people are willing to pay, drawing on both academic work and consulting experience.
Questions She Helps Examine
"Why does identical value get priced differently once trust changes?"
"What makes a stranger's word worth paying for?"
Mentor-Led Discussion
What makes something worth paying for, when cost and effort don't decide it?
Consumer Psychology & Decision-Making
Studies why people make the financial decisions they make, particularly where behaviour and self-knowledge diverge.
Questions She Helps Examine
"Why do you know better and still make the same decision?"
"What decision pattern is actually running your finances?"
Wealth Preservation & Estate Planning
Advises families and business owners on protecting and transferring wealth across generations without eroding it.
Questions He Helps Examine
"What's the difference between protecting wealth and hoarding it?"
"How do you know when 'enough' has actually arrived?"
Upcoming Session
Live Workshop · Protecting What You've Built
Investing & Capital Allocation
Former portfolio manager now focused on helping members understand compounding and disciplined reinvestment.
Questions She Helps Examine
"How much of new income should ever be reinvested versus kept?"
"What actually compounds in a business, not just a portfolio?"
A mentor's role at EMS is not to be followed. It's to have already asked the question you're only now learning to ask.