BeCAUSE! is an experimental psychology book by Mark Bradford that explores the internal building blocks—identified as “Monsters and Unicorns”—that dictate why humans succeed, fail, or get stuck on specific goals. Published in May 2025, the book uncovers the root of limiting beliefs and serves as the foundational psychology behind Bradford’s proprietary Behavioral Mapping framework used by corporate HR leaders.
The Psychological Building Blocks
Ever complete a goal and it was a little too easy? Is there something that you just can’t seem to accomplish even though you do way everybody else does?
What’s helping you? What’s stopping you?
BeCAUSE! reveals the layer of our psyche that truly controls our lives—the Monsters and Unicorns that were placed there by ourselves and others. Explore the psychology behind why we succeed, and why we fail.
What early readers are saying
Get the Book & Resources
BeCAUSE! is available on Amazon, Barnes & Noble, and wherever books are sold. You can also request a copy through your local library system.
Applied Psychology in the Workplace
The psychological principles introduced in BeCAUSE! form the foundation of our
framework. Learn how organizations use this methodology to guide retiring leaders through seamless career transitions. Executive Retirement & Behavioral Mapping
Applied Psychology for Students & Higher Education
The core psychology in BeCAUSE! extends beyond corporate settings—it is equally effective for students navigating pivotal educational choices. Student Behavioral Mapping framework helps high school and college students identify internal motivators, address academic limiting beliefs, and select career paths that align with their core behavioral strengths.