OUR STORY

The Story Behind Why We Exist

We are a strategic advisory and leadership development group dedicated to working with today's leaders and the ones rising next, driving them to think higher, build acumen, and achieve meaning. It started with a thought: "Ideas begin with people. Organizations are created to serve people. And, it is people who ultimately bring businesses to life. All efforts and conversations come back to people and their experiences. For this reason, people are society's biggest client and asset. So what is happening now?"

With the speed of technology advancements, we can not keep up, and with the rise of artificial intelligence, we don't know who and what to believe. And, with heavy market competition, we struggle to survive, let alone thrive. It is troubling to experience; with all the so-called advancements, our living, services, and conduct are substandard. Something, somewhere is broken.
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It dawned on us: we need a new framework. One that acknowledges the independence of a person or a business department, but also considers their connection with and impact on others. It doesn't stop there. The framework must allow enrichment, cultivation, and refinement of society's most valuable asset— its people.

This gave rise to CORE NOUS™ framework—rooted in timeless wisdom yet built on modern practices. We drew inspiration from:

  • The Four Elements of Nature – Air, Earth, Fire, Water

  • The Four Elements of Self – Intellectual, Physical, Emotional, Spiritual

  • The Four Elements of a Fulfilled Life – Purpose, Story, Belonging, Transcendence

  • The Four Elements of Business Success – Strategy, Operations, Marketing, Continuous Improvement


By understanding how these elements work coherently together, we developed CORE NOUS­™ framework to be practical, systemic, and agile.

We are here because we want change. And, as we have come to learn, true success it not measured by mere financial gains, but with the level of satisfaction and fulfillment our decisions and actions bring to ourselves and others around us. It is for this reason we are taking action.

With over 20 years of experience in marketing, brand management, finance, and leadership and over 10 years in training and instruction, Maria brings a unique blend of corporate experience, entrepreneurial insights, and human understanding into her work.

She began her career as an ad agency account executive managing international brands, and later served in leadership roles at local marketing agencies. Her exposure in different industries, cross-functional and cross-sectoral teams, and working with a diversity of people allowed her to gain experience in global strategies, community-focused growth, and human motivations.

In addition, Maria has been teaching at UCLA Extension for more than a decade on business courses such as brand management, sales and marketing strategies for entrepreneurial business, and business planning. She also was called to teach custom programs for colleges and camps for high school students.

Maria is passionate about helping current and future leaders achieve success and excellence—sparking the development of the CORE NOUS™ framework. Her vision for its application is to build and sustain a society where business thrive, where people live enriched lives, and where communities prosper.

Maria Guevara

CORE NOUS™ Framework Creator and Program Builder

Founder of Core Masters Group

We Can Make An Impact

Attuned Youth · Effective Leaders · Aligned Teams · Gainful Businesses · Progressive Communities

Most importantly, more people with self-agency, respectful behavior, economic mobility, and self-mastery.

Let's Start A Conversation

CORE NOUS™ Builder Program Contributor

Over 30 years of experience in the retail, wholesale, and promotional-products industries and over 10 years in the field of international education.

Larry is a former business development executive with a track record of growing businesses, establishing strategic partnerships, and organizational culture change.

He spearheaded multimillion-dollar programs for Fortune 500 retailers, resulting in significant cost savings, productivity, and process improvement—despite considerable obstacles. His experience includes branding, licensing, and supply-chain management.
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He is a proactive mentor to students from high school through graduate school and beyond. His goal is to prepare the youth and young adults for a happy and successful future through academic and career mentoring, mindset improvement, and well-being advice and support.

  • Bachelor's in Psychology form the University of Pennsylvania

  • MBA from Kellogg School of Management at Northwestern University

  • Kellogg Alumni Club Chicago-West - President

  • US Heartland China Association Education Advisory Council Member

  • Ben's Memorial Mile and Community Festival - President

Larry Lifson

©2026 Core Masters Group. All Rights Reserved.

Email: iam@coremastersgroup.com

Phone: +1 (805) 758-3504

Address: 400 Mobil Ave Ste D25, Camarillo, CA 93010