About CID

Our Team

Lou Tetlan’s interest in the neurocognitive aspect of learning led her to focus on presenting information based on how the brain processes information. In pursuit of this focus she developed CID, Cognitive-based Information Design.

She is a published researcher as well as a national & international speaker.  Lou was an Honorary Fellow at the University of Wisconsin School of Medicine & Public Health, serving in the Neuroradiology Lab on fMRI studies of the brain from 2009–2015. In addition she taught at Universities on a contractual basis while giving workshops & presentations on CID.  In the fall of 2016 she initiated The CID Group, LLC in order to advance public awareness of CID & its potential to create more effective visual communication.

She received her Ph.D. in Curriculum & Instruction/ Art Education from the University of Wisconsin Madison, as well as her Masters Degree from the University of Wisconsin Graduate School of Business.  She holds a BFA in Art History [minor in Linguistics] from Drake University & a VIS Certification in Art History & Studio Arts from the Venezia Isola di Studi, Venice, Italy.

Lou’s experiences transverse varied fields of knowledge giving her the ability to apply multiple perspectives to topics & situations. She has spent over 20 years researching how the brain processes information.  Her own research has focused on the science of reading & the effect format design has on engagement, understanding & recall.

Prior to earning her PhD she worked with numerous institutions nationwide in developing cultural & educational programs along with developing materials for corporations, communities & schools.  She worked over 15 years in the business field ranging from small to major Fortune 100 corporations.

Her career in education, business & government has led to the development of skills in management, collaborative leadership & effective methods for redesigning two-dimensional visual communication.

Professional Speaker & Writer 
Sr. VP Communication Strategy, The CID Group

Phil Ransom teaches business professionals, executives in particular, how to effectively reach & engage their audiences by applying scientific findings to how they craft their messages.   He shares best practices and strategies for implementing CID’s cutting-edge technology sure to bring significant Return on Effort (ROE).

Statistics show that most adults do not correctly understand what they read. So it’s vital to format information to sync with the brain, making it easier for readers & viewers to understand what they read and correctly act upon it.

“Phil, you’re the first in Colorado to ace the creative writing portion of the SAT! There will be more, but you’re the first. Congratulations,” This honor planted a flag at a summit he didn’t even know he was scaling as a Junior in High School. More landmark moments followed as he matured. For the 10th anniversary of 9-11, he scripted, compiled, and produced Never Forget, a twilight patriotic concert that nearly packed the 3000-seat Five Rocks Amphitheater at the base of western Nebraska’s Scotts Bluff National Monument.  So it was no surprise in 2015 when he chose to write full-time.

The excerpt Dr. Tetlan read at a writer’s group he joined caught his attention. “That’s what happens when we read? Seriously!” By the end of 2016, he was Wisconsin’s first CID Certified Professional Writer and he was CID Certified in Visual Presentations the next year.

Phil’s experience working with corporations, professionals, ministries & non-profit organizations, and his M.A. from Moody Graduate School in Chicago enable him to draw from business, the arts, adult education, manufacturing, science, quality assurance, media, and other fields. He counsels & educates people to help them apply CID to their work. While Dr. Tetlan winnows through sheaves of research, Phil spreads the word and teaches CID’s workshops and courses.


“No problem can withstand the assault of sustained thinking.”


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