Joe Schaeppi
GOOD PSYCHOGRAPHER
Co-founder, 12traits
Berlin
Joe is the co-founder of 12traits, a startup that aims to make advertising—and psychographic profiling—meaningful again. He helps companies focus on humans instead of sales numbers, and personally focuses on neuropsychology and adventure-based experiences. A committed outdoorsman, Joe became an ambassador for The North Face as a skier and photographer, though he’s also known to escape to the beach. Following in the footsteps of Frank Lloyd Wright, he spells Nature with a capital “N.”