What is AP Founders?
AP Founders provides applied psychology advisory for people who are building businesses — and want to do it better.
This is not coaching.
It’s not therapy.
And it’s not motivational content.
Practical, psychologically informed advisory focused on clarity, execution, sustainable growth, and building businesses that support flexibility and freedom — not just output. It is designed to get you unstuck and moving!
It’s built from the intersection of:
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Applied psychology
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Foundership
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Real-world business experience
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Rural and regional operating conditions
Most business support focuses on what to do.
AP Founders focuses on how people think, decide, and operate while doing it. We help founders build the internal conditions
Not all founders are building inside hubs, accelerators, or big networks.
We work in this gap.  Many founders are building without:
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A board
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An advisory team
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Strategic friction
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A trusted thinking partner
- A creative thinking space
They’re creating from the edges, not the centre.
Without a built-in ecosystem.
Without a room to think in.
Yet, many founders are:
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Highly capable
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Operating at or near capacity
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Carrying constant decisions
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Overworking to compensate for cognitive load
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Feeling heavy, stuck, or like they are going around in circles despite effort
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Feeling stuck and not moving in the direction they'd like to
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Know deep inside that they are destined for more
The problem isn’t motivation or ambition.
It’s how much they’re holding, how long they’ve been holding it alone, and the other ideas or shiny objects and responsibilities that always seem to get in the way. Founder success requires teamwork + discipline.
Research shows that entrepreneur and founder success is shaped not by isolation and flying solo, but by building up a team or network around you.Â
AP Founders exists for early to mid-stage founders building business without a built-in ecosystem — those creating from the edges, not the centre but want more flexibility, more living and growth.
Who AP Founders is For
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Founders building without a built-in ecosystem
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Rural, regional, remote, or outside hubs
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Creating without access to big rooms or built-in networks
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Navigating decisions without a sounding board
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High-functioning founders running at capacity
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Health-aware, neurodivergent, parenting, or caregiving founders
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People who want growth and flexibility — not one at the expense of the other
Those who want clarity, leverage, and a way of building that supports your life. And, for those who don't want to be in the same spot in a year still thinking about the life they want.
Our Services are designed to promote innovation and sustainable success. Research shows that having a wider team around you leads to better odds of success. It is not meant to be a solo endeavour.
1:1 Applied Psychology Advisory
Ongoing, bespoke consulting for founders navigating complexity, barriers, execution, and growth.
This work provides:
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A trusted thinking partner
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Strategic perspective
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Decision support under pressure
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Reduced isolation
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Clearer execution
This is particularly valuable for founders building without a network or eco-system in place.
The Applied Founder
8-week structured advisory containerÂ
A structured applied psychology program for early–mid stage founders who want to:
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Clarify goals
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Build momentum
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Execute consistently
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Grow without burning themselves into the ground
- Connect with other founders in a productive space.
This is applied, practical, and grounded in how humans actually operate.
Collab Tank
Collaboration, execution & advisory lab
Collab Tank provides:
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Strategic friction
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Shared thinking and collaboration
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Consistent momentum
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A place to build without doing it alone
- Regular online group meetings
- Build discipline and entrepreneurial skills
This is not networking.
It’s work, growth, and the discipline to get it done — done alongside other visionary founders in a membership.
AS FEATURED IN:
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Meet Nichi Morrin
CEO of AP Founders, Clinical Psychologist, & Writer
Hello, I'm Nichi Morrin — a clinical psychologist and an applied psychology advisor for founders. I am also a writer and podcast host of Shine the Spotlight: The Psychology of Health and Business.
I work with people who are building real businesses in real conditions: often without a built-in ecosystem or board room who are making decisions alone, and trying to grow without sacrificing their health, values, or life in the process.
My work sits at the intersection of psychology, foundership, and sustainable business design. I focus on how founders think, behave, decide, and operate — and apply that directly to clarity, execution, and long-term growth. With three psychology degrees, over two decades in business and diverse experience across rural business, hair and beauty, manufacturing, health and more, I have real lived experience.
This isn’t mindset work layered on top of strategy. It’s psychology applied to the realities of building a business that supports your life and promotes flexibility and freedom.
In my down time (and I make sure I have this balance!) IÂ enjoy time with my family, pets, reading, writing, music, and making time for mindful walks.
I'd Like to Know More
Shine the Spotlight Podcast
Shine the Spotlight is a real, raw, and relatable podcast where psychology meets everyday life. Hosted by clinical psychologist, educator, and coach Nichi Morrin, this show shines a light on the topics that matter such as invisible health, money and finances, and sustainable business. Through powerful stories, practical strategies, and honest conversations, each episode sheds light on the things we don’t always talk about — but should. Whether you’re navigating chronic health, building a business, shifting your money patterns, or simply seeking clarity and connection, this podcast is your space to feel seen, heard, empowered, and learn something new.
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