The Human Side of Business®
CPB-Lab is a space for people navigating what’s next — in their identity, work and business.
Founded by Jürgen Salenbacher, we bring together Creative Personal Branding®, human relationships, community and smart technology to help people remain distinctly human — and highly relevant — in a world being reshaped by AI.
What We Believe
01 _ Identity comes before visibility.
A strong personal brand doesn't begin with content. It begins with knowing who you are, what you stand for and where you want to go.
02 _ The human side of business matters more, not less.
As AI makes knowledge and execution increasingly accessible, relationships, judgment, creativity, trust and meaning become more valuable.
03 _ Better questions create better futures.
Before strategy comes Question Zero: What are we really trying to create?
04 _ Business should create energy, not consume your life.
We believe in building businesses, careers and communities with Substance, Style, Conviction & Grace.
Meet Jürgen Salenbacher
Strategist. Author. Educator. Entrepreneur. Human being.
For more than two decades, Jürgen Salenbacher has worked at the intersection of personal branding, creativity, leadership, innovation and business.
He is the author of Creative Personal Branding and The Innovation of Meaning, founder of CPB-Lab and advisor to entrepreneurs, executives, creatives and organisations around the world.
His work is built around a deceptively simple question:
What's next - and who do you need to become to create it?
Today, his focus is increasingly on helping people combine the best of human intelligence and artificial intelligence — without losing what makes them distinctive in the first place.
Trusted Across Industries and Cultures
Over the past two decades, Jürgen and CPB-Lab have worked with CEOs, founders and creative leaders and their teams of corporations, SMEs, start-ups, governmental, academic and social entities across Europe and internationally.
Ideas That Became a Practice
Creative Personal Branding®
Identity → differentiation → opportunity
Understanding who you are and turning it into a meaningful professional strategy.
The Human Side of Business®
Relationships → meaning → better business
Creating the conditions in which people can think, collaborate and contribute at their best.
What People Say
“Jürgen is, without a doubt, my secret weapon. “
"To work with Jürgen is like driving a German Executive car: reliable, efficient, comfortable, and a lot of fun."
“Jürgen es uno de esos profesionales con los que da gusto trabajar.“
More Than a Consultancy. A Living Lab.
CPB-Lab began with Creative Personal Branding, but it has evolved into something broader.
A place where entrepreneurs, creatives, consultants and leaders come together to explore identity, business, technology and the human questions behind them.
Some people enter through a book.
Some through a masterclass.
Some through a Campfire.
Some work with Jürgen privately.
IDEAS → LIVE → COMMUNITY → ADVISORY
The principle is always the same: learn, experience, connect — then go deeper when the moment is right.
Come Around the Campfire.
The easiest way to understand CPB-Lab isn't to read another page about us. Experience it.
Join one of our live conversations, masterclasses or Campfires and meet the people, ideas and energy behind the Lab.