Invocation Inc · Human Potential Engineering

Change doesn’t take years. It takes a moment.

Invocation studies Change Events — the moments when a life changes all at once — and how to trigger one on purpose.

We’re Human Performance Engineers. We build systems that invoke a better you — and we sell them direct.

See the four programsWhat we do

What we do

Invocation is a group of Human Performance Engineers (HPEs). We build change systems: fix yourself first, read the room accurately, say what you mean so it lands.

Most of the industry sells you the long road: years of therapy, endless coaching calls, motivation that evaporates by Monday. Coaches coach, teachers teach, trainers train, speakers speak. We do change work.

Here’s the part nobody tells you: you don’t have to want to change in order to change. Your subconscious gives absolutely zero fucks about what you want or believe — if it did, nobody would develop a phobia from one bad afternoon or be changed forever by a single event. Change is a mechanism. We just aim it.

For teams and individuals

We primarily focus on corporate and team management — from entrepreneurs to Fortune 500 companies. We also have programs for everyone wanting to invoke their better self.

Our communications programs teach you and your team to say what you mean so it lands — inside your organization and outside it. Private clients use the same tools on their own mental and physical health. Salespeople build stronger customer relationships with less effort.

Your health — and your employees’ — drives productivity, attendance, and how long you last. Our systems start with the basics, the 80%, and work down to the last 1%.

A model of the human brain
Change Events
A desk late at night
Corporate & teams
Training through a tire
Physical performance
A path through tall trees
The road out

Four programs. Pick your bottleneck.

Each one is a complete system, built from the same science, sold direct from the author. No fluff, no filler, no ten-hour video course you’ll never finish. Buy it, read it, use it.

A DJ playing to a crowd

How to Like People

A field manual for social fluency: SmileBell™, CLIFFORD, the 4% Rule.

$9.99

Get How to Like People

Delivered instantly as PDFs. No middleman, no subscription, no upsell maze.

New: WHEN — Who Handles Each Need. Each sibling answers a private interview, and the answers become one proposed care split for your family meeting. Free to start.

See how it works
Jonah Dorman

Built by an operator

Invocation was founded by Jonah Dorman, a Human Performance Engineer who spent decades learning to talk to people and teaching people how to communicate with each other. He still runs a company making weapons components for the U.S. Navy — and a few other companies besides.

Start here

One of these four is the bottleneck in your life right now. Your happiness, your relationship, your time, or your ability to walk into a room and belong there. Pick the one that’s costing you the most. Fix it.

You don’t have to want to change in order to change. You just have to start.

Browse the programs