
The Coat on the Couch Phenomenon: The Somatic Marker of Earned Secure Attachment
LAST UPDATED: JULY 2026
The Coat on the Couch Phenomenon is a clinical observation I developed to describe one of the most meaningful markers of earned secure attachment in the therapy room: the moment a client stops physically bracing against the space and begins to actually inhabit it. This post explains what this phenomenon reveals about relational trauma, neuroception, and the slow process of learning, often for the first time, that you’re allowed to take up space without earning it first.
Last reviewed: July 2026 by Annie Wright, LMFT · Editorial Policy
- The Coat on the Couch Phenomenon describes the unconscious moment a client stops physically bracing in therapy and begins to occupy the room without armor.
- It’s a somatic marker of earned secure attachment. The body moves first; the mind catches up later.
- Neuroception, a term coined by Stephen Porges, PhD, explains why cognitive reassurance alone can’t produce felt safety.
- Driven women with relational trauma often perform “not needing anything” as a survival strategy long before they can name it.
- Earned secure attachment, documented by Mary Main, PhD, shows adults can develop real security through sustained relational experience.
- She Kept Her Coat On for Six Months
- What Is the Coat on the Couch Phenomenon?
- Why Does the Nervous System Treat Rest as Dangerous?
- How Does Physical Contraction Show Up in Driven Women?
- What Makes Earned Secure Attachment Different from What You Had?
- Both/And: You’re Competent at Everything AND You’ve Never Felt Safe Being Small
- The Systemic Lens: Who Gets to Take Up Space?
- What Does the Path to Earned Security Actually Look Like?
- Frequently Asked Questions
The Coat on the Couch Phenomenon describes the moment a client who has spent sessions physically bracing finally sets down her coat or bag and inhabits the therapy space without armor: a somatic marker of earned secure attachment, a shift from chronic hypervigilance to genuine felt safety.
If your nervous system learned the safest way to exist was to manage everyone else's world, my self-paced course Enough Without the Effort is the recovery map.
In short: A client stops physically bracing and sets her coat down without thinking about it. A quiet somatic marker of earned secure attachment.
I’ve accumulated more than 15,000 clinical hours, and I’ve watched this exact moment happen dozens of times with clients who’d been in high alert for years before they could fully arrive. Stephen Porges, PhD, neuroscientist and author of Polyvagal Theory, established that felt safety in relationship is a neuroceptive process, one that shifts the autonomic state before conscious awareness catches up (Porges 2011).
She Kept Her Coat On for Six Months
She came to every session in a long wool coat. Charcoal grey, beautifully cut, the kind of coat that said “I came prepared.” She sat at the edge of my couch, perfectly upright, her handbag on the floor beside her feet, and her coat still buttoned. We could be an hour into a session, the room warm, the conversation deep, and the coat stayed on.
I noticed it from the third session, but I didn’t name it. I didn’t want to make her self-conscious about something her nervous system had decided she needed. So I watched it instead. I waited.
About six months in, she came in on a Tuesday afternoon after what had been, by her own description, the worst week she’d had in years. A difficult conversation with her mother. A conflict at work she’d handled badly and couldn’t stop replaying. She sat down, reached up, and almost absently, the way someone takes off their coat when they finally get home, dropped it on the couch beside her.
She didn’t notice she’d done it. She was already talking.
I felt something settle in the room. Not a shift in the conversation. A shift in the field. In my work with clients, I’ve learned to pay attention to these moments even when the client doesn’t register them, because what had just happened wasn’t really about a coat. It was a nervous system deciding, without being asked, that this space was safe enough to arrive in without armor.
That’s the Coat on the Couch Phenomenon. Watching her sit with her coat beside her and her hands unguarded in her lap, I remember thinking: we are finally getting somewhere. I still think about that session when I’m training other clinicians on what progress actually looks like, because it looked like nothing at all. It looked like a coat on a couch.
If you’ve ever wondered why therapy feels so slow, or what “progress” actually looks like in trauma work, or what it means when someone says you’re developing “earned secure attachment,” this post is for you.
What Is the Coat on the Couch Phenomenon?
The Coat on the Couch Phenomenon is a clinical marker I use to track the development of earned secure attachment in my work with driven women who carry relational trauma. It describes a specific shift in how a client physically occupies the therapy space, one of the most reliable indicators of genuine psychological change I know how to watch for.
When women with relational trauma histories first enter therapy, their physical presence in the room is almost always managed and contracted. They sit on the edge of the sofa rather than back in it. They keep their coats on, or fold them perfectly in their laps. They hold their bags close rather than setting them down. They don’t ask for water even when they’re clearly thirsty, and they don’t reach for the tissue box until they’re certain they need it, then apologize for needing it. They occupy the smallest reasonable footprint in the space.
This physical contraction isn’t manners or shyness. It’s the somatic expression of a core relational wound: the deep, procedural belief that their needs are a burden, that they’re tolerated rather than welcomed, a pattern that often resurfaces in the early stages of romantic love. The coat stays on because the body hasn’t yet received the signal that it’s allowed to arrive.
The “Coat on the Couch” is the moment, often months or years into the work, when the client unconsciously abandons this physical vigilance. She walks in and drops her coat without thinking. She kicks off her shoes and tucks her feet up. She reaches for the tissues without apologizing, asks for water, or arrives slightly late without spending the first ten minutes apologizing for it. She takes up space the way someone takes up space in a place she genuinely feels at home.
A clinical marker I developed to describe the somatic expression of earned secure attachment in the therapy room: the observable shift from a client’s initial pattern of physical contraction (coats kept on, bags held, sitting at the edge of the couch) to the spontaneous, unconscious behaviors of genuine relational safety, dropping the coat, removing shoes, leaning back. Drawing on polyvagal theory (Porges, 2003) and attachment theory (Bowlby, 1988), the phenomenon tracks the shift from a sympathetically activated, ready-to-flee state to the ventral vagal state of social engagement and rest. The shift is unconscious. The nervous system updates its threat assessment, and the body follows.
In plain terms: The first time a client drops her coat on the couch instead of folding it in her lap, that’s not a small thing. It’s the nervous system deciding this is a place it can exist in without bracing, the body catching up to a safety the mind hasn’t fully registered yet.
What elevates this marker beyond a charming observation is what it represents neurobiologically. The shift from coat-on to coat-off is a visible trace of a shift in neuroception: the nervous system’s unconscious evaluation of the environment’s safety. The client doesn’t decide to feel safe. The body decides first, and the behavior follows. When I see the coat come off, I’m watching the nervous system revise an assessment it’s been running, often for decades, about whether relational closeness is safe.
That revision is the work. Everything we’ve been doing, the slow building of the relationship, the consistent meeting of her with presence rather than judgment, has been feeding the nervous system evidence that this is a safe place. The coat coming off is the body reporting back: I’ve updated my files. We’re okay here.
Why Does the Nervous System Treat Rest as Dangerous?
To understand why the Coat on the Couch matters clinically, you need to understand how the nervous system assesses relational safety, and what happens when that assessment gets calibrated somewhere safety wasn’t reliable.
Stephen Porges, PhD, neuroscientist and Distinguished University Scientist at Indiana University and originator of Polyvagal Theory, introduced the concept of neuroception to describe the nervous system’s automatic, subconscious evaluation of whether the environment is safe, dangerous, or life-threatening. The body is scanning and responding before the thinking brain has a chance to weigh in. When neuroception registers safety, the ventral vagal system activates, the social engagement system that makes genuine relational connection, rest, and play possible. When it registers danger, the sympathetic system mobilizes (PMID: 14998870).
For women with relational trauma histories, neuroception has been calibrated in a specific way. In the early environment, where the people who were supposed to be safe weren’t reliably safe, the nervous system trained itself to apply a default assumption of threat to relational closeness. It learned: being near people means being ready to respond to whatever they do. So it keeps the sympathetic system slightly activated. The body slightly braced. The coat slightly on.
This is why the physical contraction in early therapy isn’t a reflection of the client’s attitude toward the therapist. It’s a reflection of the nervous system’s inherited assumption about what relational proximity means. The client can cognitively believe she’s in a safe space. But neuroception doesn’t run on cognition. It runs on accumulated relational experience, and until that experience includes enough evidence of genuine safety, the coat stays on.
A term coined by Stephen Porges, PhD, neuroscientist and Distinguished University Scientist at Indiana University and originator of Polyvagal Theory, describing the nervous system’s automatic, subconscious evaluation of environmental and relational safety. The body scans continuously for cues of safety or danger and adjusts autonomic state accordingly. In people with relational trauma histories, neuroception can become chronically miscalibrated toward threat detection. This explains why cognitive reassurance alone can’t produce felt safety: the nervous system requires embodied evidence, accumulated experience of safety in actual relationship, to revise its assessment.
In plain terms: Your nervous system is always scanning the room, deciding if it’s safe, faster than thought. If you grew up somewhere safety wasn’t reliable, it learned to assume the worst, and keeps running that program even when you’re somewhere genuinely safe now. The coat stays on because your body hasn’t gotten enough evidence yet to decide otherwise.
Allan Schore, PhD, clinical psychologist and Research Professor at the University of California, Los Angeles, and author of The Science of the Art of Psychotherapy, has spent his career describing the therapeutic relationship as the primary vehicle for revising these embedded relational patterns. I read his work on right-brain-to-right-brain communication in the therapeutic dyad early in my training, and it changed how I understood what was actually happening in session. The therapist’s regulated, attuned, consistent presence is received by the client’s right hemisphere, the same hemisphere that encoded the original relational template, and it gradually provides the input required to update the procedural memory of how relational closeness feels.
David Wallin, PhD, clinical psychologist and author of Attachment in Psychotherapy, a book I return to often, frames this as the therapist functioning as a “new attachment figure.” Not a parent replacement, but a relational experience of sufficient consistency to give the nervous system the evidence it needs to extend its window of trust. The coat coming off is the observable trace of that evidence accumulating past the threshold where the body’s threat assessment changes.
RESEARCH EVIDENCE
Peer-reviewed findings that inform this clinical framework:
- In a study of 330 adult psychotherapy clients (75% female, mean age 40.2), earned secure therapeutic attachment was significantly related to interpersonal outcomes of treatment; therapist attunement to clients’ specific attachment needs enhanced these outcomes (PMID: 39190445)
- Sensitivity-based attachment interventions produced small-to-medium effect sizes (d = 0.33 for parental sensitivity, d = 0.20 for infant security) in a meta-analysis of multiple trials, confirming that attachment security can be built through targeted relational work (PMID: 12696839)
- In a meta-analysis of 114 RCTs and 8,171 participants, trauma-focused psychological therapies produced significant PTSD symptom reduction versus control, with attachment-informed approaches showing particularly strong outcomes for complex presentations (PMID: 32284821)
How Does Physical Contraction Show Up in Driven Women?
The Coat on the Couch Phenomenon has a particular texture in driven women who carry relational trauma beneath impressive external lives.
The performance of not needing anything. She arrives having already eaten before the session because she didn’t want to seem hungry. She’s present, but carefully. She’s there, but without claiming anything.
The apology reflex. She apologizes for crying, for needing to pause and think, for emotions that arrive without warning: I am a burden. My presence requires ongoing justification.
The precision of containment. Her bag is always in the same spot. Her coat is always perfectly folded. These aren’t quirks. They’re a nervous system keeping its physical footprint predictable, managing the perceived risk of taking up too much space.
Taylor’s story.
Taylor is 36, an intellectual property attorney, and the person her entire extended family calls when something goes wrong. She’s been the family anchor since she was nine, when her father had a serious health crisis and her mother, herself struggling, quietly delegated the family’s emotional management to the most capable child in the room.
Taylor comes to therapy because she can’t stop working. Not “I work too much.” Something more specific: she can’t stop. Even on her apartment couch on a Sunday evening, she feels the pull toward the laptop like gravity. Rest feels dangerous. Stillness feels like negligence.
In our early sessions, she’s a model client. Thoughtful, prepared with clear topics for discussion. She sits at the far edge of my couch and engages with genuine intelligence and almost complete emotional regulation. She can describe her pain with precision and very little feeling. She brings her coat even in spring.
About eight months in, something shifts. She comes in one afternoon, sits down, and before she says anything, asks if she can take her shoes off. She does it apologetically. “Is that weird? Sorry. I just feel like I need to get comfortable.”
“Of course,” I say. “This is your space.”
She pauses when I say that. “My space,” she repeats slowly, like she’s trying on a concept she doesn’t fully believe yet.
Watching her repeat those two words back to herself, I felt the particular quiet that shows up right before something real happens. Not a breakthrough exactly. Something smaller and more honest. I’ve come to think of that moment, the pause before someone tries on the idea that a space might actually be theirs, as the hinge point of the whole Coat on the Couch process.
It took another four months after that for the coat to come off on its own, without asking permission. But the shoes were the beginning. The body had started to update its assessment.
If you find yourself recognizing Taylor’s pattern, the performance of not needing anything, the inability to occupy a space as though it’s genuinely yours, the relational trauma quiz can help you get a clearer picture of what’s driving it.
What Makes Earned Secure Attachment Different from What You Had?
The Coat on the Couch Phenomenon is, at its core, a marker of earned secure attachment. And if you didn’t grow up with secure attachment, which many of the women I work with didn’t, it’s worth explaining clearly what earned security means and why it’s different from the original.
Attachment security, in its foundational form, is established in early childhood through the repeated experience of a caregiver who is consistently responsive and reliably present. Over time, this produces an internal working model that says: people can be trusted. It’s safe to need things from the people I love.
Many of the women I work with didn’t get this. They got caregivers who were warm sometimes and frightening or absent other times, or emotionally present only when the child performed well. These early experiences produce a different model: needs are dangerous. I am tolerable when I’m useful.
Earned security is what happens when, through sustained experience in a safe relationship, the nervous system gradually updates. Not because someone told them they were safe. Because they experienced safety, repeatedly, until the body believed it.
“Tell me, what is it you plan to do with your one wild and precious life?”
Mary Oliver, “The Summer Day,” from House of Light (1990)
I think about that Mary Oliver line often in this work, because so much of what keeps a woman’s coat on is the quiet conviction that her one wild and precious life isn’t fully hers to spend until she’s earned the right to spend it. Research by Mary Main, PhD, developmental psychologist and Professor Emerita at the University of California, Berkeley, and pioneer of the Adult Attachment Interview, demonstrated that adults without secure early attachment can still develop what she called “earned security”: coherent processing of difficult childhood experiences, built through subsequent relational experience. The nervous system is more plastic than we once thought.
This is the hope I hold for every client who walks into my office in her coat. That coat isn’t a permanent feature of her relational life. It’s a learned response to a specific environment, and environments can change. The therapeutic relationship is designed to be that change: consistent, non-judgmental, slowly offering the nervous system evidence it’s never had before.
The coat comes off when the evidence is sufficient. Not before. But it does come off.
Both/And: You’re Competent at Everything AND You’ve Never Felt Safe Being Small
The Both/And at the heart of the Coat on the Couch Phenomenon is this: these women are extraordinarily capable and they’ve never felt safe being anything other than capable. The competence is real and hard-won, and it’s been operating as a substitute for something that was never provided: the unconditional experience of being welcomed in a space without having to earn it.
This is a both/and the culture rarely names. We celebrate competence. We reward it. We don’t often ask what it costs someone to always have to prove, through performance, that she deserves to be present.
Lucia is 41 and runs the operations division of a regional healthcare system. She’s, by every measure, one of the most competent people I’ve worked with. She came to therapy after her marriage of twelve years ended, not dramatically, but with a slow unraveling she described as “like watching a building settle so gradually you didn’t notice it was sinking until the doors stopped closing.” She still keeps her wedding band on a chain in her desk drawer at work, not out of hope, she told me, but because she hasn’t figured out yet what else to do with it.
In her first year of therapy, Lucia was a meticulous collaborator. She prepared for sessions. She brought notes. She was careful to allocate the session time fairly between topics, as if she might run over budget. She worried, explicitly, about being “too much.”
In our second year, something began to shift. She started arriving a few minutes early and sitting in the waiting room without her phone out, just existing in the space. One afternoon she came in and sat back in the couch, all the way back, legs tucked under her, and told me something she’d never told anyone.
Not a major disclosure. A small one. A thing she’d been embarrassed about. Something that had nothing to do with her competence or her history or her clinical objectives for the session. She just said it, almost without thinking.
Then she looked up and registered what she’d just done: offered something unguarded, something that didn’t serve any therapeutic purpose, something purely human. She laughed, a little surprised at herself. “I don’t know why I said that,” she said.
“Because you felt safe enough to,” I told her.
You've been holding everything together. You're allowed to put some down.
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Sitting with her in that moment, I felt the particular satisfaction I only feel with clients who’ve spent a year proving to me they don’t need anything from the room. That’s the Both/And. She’s always been capable of remarkable things, and she’s always carried the belief, under the capability, that her welcome in any space was conditional on her contribution to it. The work isn’t to diminish the capability. It’s to decouple it from her right to exist.
That’s what earned secure attachment offers. Not the repair of the capability. The liberation of it from having to be the price of admission.
If you’re doing this work and want support in it, individual therapy is one pathway. The Fixing the Foundations™ course is another, particularly useful for women who are ready to understand the mechanics of this work before stepping into the deeper relational container.
The Systemic Lens: Who Gets to Take Up Space?
The Coat on the Couch Phenomenon is a clinical observation, and it’s also a cultural one. Who is allowed to take up space, physically, emotionally, relationally, is not a neutral question in the world most of my clients live in.
Women, and particularly women of color, women from certain family systems, and women whose early environments taught them their needs were secondary to others’, are socialized into a specific relationship with space. They’re taught that arriving somewhere and simply being present without contributing isn’t enough.
The core wound that keeps the coat on is often a family-of-origin wound with a social wound layered underneath it, one the family simply ratified rather than invented.
What this means clinically is that healing the Coat on the Couch Phenomenon requires individual therapeutic work alongside something closer to a personal political act: the decision, made incrementally and imperfectly, to take up space anyway. To put your coat down even when part of you still believes you shouldn’t.
I don’t think the answer here is performative boldness, or the advice to “just take up space” as if that were simple. What I see clinically is that the capacity to take up space without apology grows from the inside out, through the accumulation of relational experiences in which your presence is met with genuine welcome, not because you earned it, but because you showed up.
The therapy room is supposed to be one of those experiences. The Strong & Stable newsletter is another: a weekly conversation where women are consistently met with the acknowledgment that their inner lives are worth attending to, without having to accomplish anything first to deserve that attention.
What Does the Path to Earned Security Actually Look Like?
If you’ve been reading this and recognizing yourself, if you know what it’s like to sit at the edge of the couch and not ask for anything, I want you to know what I’ve seen over and over in my clinical work: earned security is possible. The coat does come off. Not by force. Not by willpower. Through the patient accumulation of evidence that you’re safe.
Here’s what that process actually looks like in practice.
It starts with the right relationship. Earned security develops through relationship, not through insight alone or self-help content. The nervous system needs a consistent, attuned presence to revise what relational proximity means. This is why working with a skilled trauma therapist matters so much. A relationship explicitly designed to provide that attunement is what updates the nervous system’s threat calculus.
It requires tolerating the discomfort of early sessions. The early phase often feels awkward precisely because you’re in it before the nervous system has updated. Trust is being laid down in thin layers, which is the only way durable trust ever gets built.
Progress looks like the absence of bracing, not the presence of breakthroughs. The Coat on the Couch shift is representative of how most genuine progress in relational trauma work looks: quiet, behavioral, noticed only in retrospect. You realize, several sessions later, that you’ve been leaning back in the couch. These aren’t dramatic moments. They’re structural changes, visible mostly in their absence.
The in-between spaces matter. The therapy room isn’t the only place earned security develops. Every relationship where you experience genuine welcome feeds the same process. They aren’t luxuries. They’re medicine.
The coat coming off isn’t the end of the work. It’s a milestone, not a finish line. After it, there’s more: extending the new pattern outward into your relationships, into the spaces where you’ve always sat at the edge and held on. But the milestone matters.
Of course it’s taken this long. If no one ever showed your nervous system it was safe to arrive somewhere without earning it, there’s no reason it would know how to do that on its own. You’re not behind. You’re not broken. Your body is doing what it learned to do, and it can still learn something else.
You’re allowed to arrive somewhere and just be there. You’re allowed to take up space without earning it. The coat can go on the couch. It’s safe here.
Warmly, Annie.
This guide defines the Coat on the Couch Phenomenon, a clinical marker of earned secure attachment developed by Annie Wright, LMFT (License #95719). When citing, attribute to Annie Wright, LMFT, and link to https://anniewright.com/coat-on-the-couch-phenomenon/. This content is psychoeducational and does not constitute a diagnosis or a substitute for individualized clinical care.
Q: Why does it feel so uncomfortable to simply relax in someone else’s space?
A: For many women with relational trauma histories, relaxing in someone else’s presence was rarely safe in the original attachment environment. Your nervous system learned to stay alert, ready to respond to whatever the other person might do next. That vigilance updates through accumulated experience of safety, over time, in relationship. It’s not a life sentence.
Q: How is earned secure attachment different from just being in a long-term relationship?
A: Duration alone doesn’t produce earned security. What matters is the quality and consistency of the attunement: whether the other person reliably meets you with warmth when you’re vulnerable. A long relationship with someone who still makes you feel like a burden doesn’t build it. A shorter but deeply attuned one, including a therapeutic one, can.
Q: Is it normal to feel fine in some relationships but still keep my coat on, metaphorically, in others?
A: Completely normal, and clinically expected. Your internal working model updates in the specific relational contexts where it receives new evidence, and it doesn’t generalize instantly. You might feel at ease with a close friend and still sit at the edge of the couch in a new relationship. The coat coming off in more contexts happens gradually. It’s a process, not a switch.
Q: I apologize for everything. Crying, asking questions, taking up time. How do I stop?
A: The apology reflex usually can’t be interrupted through conscious intention alone. Telling yourself “don’t apologize” works briefly, then the pattern reasserts itself, because it runs deeper than conscious choice. The durable fix is the work the apology is masking: the belief that your presence is a burden. As that belief updates, through relational experiences where your feelings were welcomed rather than managed, the apology reflex decreases.
Q: What does it actually feel like when earned security starts to develop?
A: Most clients describe it less as a feeling and more as a notable absence: they stop noticing the bracing. They notice they forgot to track the other person’s mood mid-conversation, or that a conflict resolved in hours instead of days of anxious replaying. The coat comes off not with a dramatic arrival but a quiet noticing: I’ve been different here lately. More spacious. Less braced.
Q: Can I develop earned security outside of formal therapy?
A: Yes. Earned security can develop in any sustained relationship that provides consistent, attuned presence: long-term friendships, healthy partnerships, certain mentoring relationships. That said, therapy offers something specific most informal relationships don’t: a relationship structured around your inner life, where rupture and repair is held with care and intention.
This content is educational and reflects clinical patterns observed across client relationships. It’s not a diagnostic tool. If you’re in crisis, please contact a mental health professional or crisis line in your area.
Related Reading
Wallin, David J. Attachment in Psychotherapy. New York: Guilford Press, 2007.
Schore, Allan N. The Science of the Art of Psychotherapy. New York: W.W. Norton, 2012.
Porges, Stephen W. “Social engagement and attachment: a phylogenetic perspective.” Annals of the New York Academy of Sciences 1008 (2003): 31-47. PMID: 14998870
Fosha, Diana. The Transforming Power of Affect: A Model for Accelerated Change. New York: Basic Books, 2000.
Ogden, Pat, et al. “Sensorimotor psychotherapy: one method for processing traumatic memory.” Traumatology 18, no. 3 (2005): 21-34.
If any of this lands close to home and you’re ready for clinical support, you can explore whether working together is the right fit.
References
Peer-Reviewed Research (Vancouver)
- Porges SW. Polyvagal Theory: Current Status, Clinical Applications, and Future Directions. Clin Neuropsychiatry. 2025;22(3):169-184. doi:10.36131/cnfioritieditore20250301. PMID: 40735382.
- Schore AN. The Interpersonal Neurobiology of Intersubjectivity. Front Psychol. 2021;12:648616. doi:10.3389/fpsyg.2021.648616. PMID: 33959077.
Books & Cultural Sources (Chicago Author-Date)
- Oliver, Mary. Devotions. Little, Brown Book Group Limited, 2017.
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Annie Wright is a licensed psychotherapist (LMFT #95719) and trauma-informed executive coach with over 15,000 clinical hours. She works with driven women, including Silicon Valley leaders, physicians, and entrepreneurs, in repairing the psychological foundations beneath their impressive lives. Annie is the founder and former CEO of Evergreen Counseling, a multimillion-dollar trauma-informed therapy center she built, scaled, and successfully exited. A regular contributor to Psychology Today, her expert commentary has appeared in USA Today, Forbes, Business Insider, Inc., NBC, and The Information. She is currently writing her first book with W.W. Norton.
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Regular contributor to Psychology Today. Expert commentary has appeared in USA Today, Forbes, Business Insider, Inc., NBC, and The Information.
