Dr Stoyana Natseva is full professor of psychology and education at Universidad Azteca and professor of practice in business psychology at Dunster Business School. As founder and CEO of Happy Life Academy and founder of the Happy Life Institute for Direct Change Science, she also leads the International Association of Professional Therapists and Coaches (IAPTC) as its president. Her research centres on identity, autobiographical memory, and sustainable behavioural change, and has produced two frameworks: the Internal Autobiographical Map (IAM) and the Direct Change Solution (DCS) model. She is a member of the Association for Psychological Science (APS).

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2026