CPB-Lab is the global platform for
The Human Side of Business®
For creative, intelligent and independent people building meaningful work, personal businesses and better lives.
Through Creative Personal Branding®, learning, advisory and the Modern Campfire of Humanity®, we help you find clarity, create value and grow with the right people around you.
We believe business is ultimately human.
AI is changing how we work, create and compete. But technology alone cannot give us identity, meaning, trust or belonging.
CPB-Lab, brings together entrepreneurs, consultants & coaches, KOL’s and creative leaders (many of them multi-hyphenates*) who care about substance, curiosity and humanity - and want to build work and businesses that are relevant, sustainable and meaningful.
*Multi-hyphenate: One Person with many professional talents and identities and more hyphens than boundaries.
Three foundations of meaningful growth
CLARITY / Understand who you are
Define what you stand for, where you are going and what makes you valuable.
COMMUNITY / Find your people
Connect, learn and evolve with people who share ambition, curiosity and humanity.
CREATION / Turn substance into value
Build your positioning, business and personal brand around what you uniquely bring.
Find Your People. Build what matters.
Creative Personal Branding® is not something you build alone.
CPB-Lab is also an ecosystem of founders, creatives, consultants, coaches and leaders who share ideas, experience and opportunities — and believe in a more human way of doing business.
Once a year, we bring that ecosystem together around one fire.
Choose Your Path
Different moments call for different kinds of support.
Find the right place to start - and evolve from there.
The Lab
Explore the thinking, tools and conversations behind Creative Personal Branding® and The Human Side of Business®.
Explore The Lab
Creative Personal Branding® Group Journey
A six-month journey to evolve your personal brand, personal business model and the ecosystem around you - together with a small cohort.
Explore Group Journey
Inner Circle
A trusted circle for experienced founders and leaders who want perspective, challenge and meaningful relationships as they build what comes next.
Discover Inner Circle
VIP Day
One focused day to unlock a defining question, decision or next chapter — with clarity, strategy and a concrete way forward.
Explore VIP Day
Signature 1:1 Advisory
A private strategic journey from personal brand to personal business — built around who you are becoming.
Explore Advisory
Campfire/Live
The annual gathering of the Creative Personal Branding® ecosystem — a modern campfire for stories, business wisdom and meaningful relationships.
Discover Campfire/Live
Next Virtual Campfire
A free monthly live session. Part learning. Part reflection. Part conversation.
August 27th 7:00-8:30 PM CET
Designing Your Next Chapter
(Without Burning Everything Down)
Something needs to change. But does everything?
A live reflection + practical working session to explore what to keep, what to question and what to evolve - without starting from zero.
Free · Live · Open to everyone
Meet Jürgen Salenbacher
Author, strategist, educator and founder of CPB-Lab.
For more than 20 years, Jürgen has worked with leaders, entrepreneurs and creative professionals around the world — helping them navigate change, build meaningful personal brands (KOL’s) and create more intentional work and lives through answering one essential question: What’s next?
His work brings together strategy, creativity, business and the human side of growth.
14,000+
students from nearly 100 countries (workshops, masterclasses, universities worldwide)
20+
years working with global brands (Adidas, Bayer Healthcare, Coca-Cola, Levi’s, Lego, etc.)
Find your people. Build what matters.
Join a global community exploring a more human way to work, create value and grow.
The Human Side of Business® starts here.