Understanding how people communicate differently can improve workplace relationships, but putting that knowledge into practice can be challenging. A University of Alabama at Birmingham (UAB) startup aims to help people bridge that gap.
Founded by Cori Perdue, Ph.D., executive director of Collat Professional Education in the Collat School of Business, DiscApplied is an artificial intelligence-powered communication coaching platform that helps users apply what they learn about DISC behavioral and communication styles to everyday interactions. DISC, which stands for dominance, influence, steadiness, and compliance, helps individuals understand their own communication tendencies and recognize differences in others.
Inspiration for the platform came from observing how people respond to DISC training. During training, participants may realize that a colleague isn’t being rude or dismissive but simply communicates differently. However, maintaining that understanding after a workshop can be difficult.
“I didn’t want DISC to simply be something someone learns about themselves once and puts in a binder or forgets six months later,” Perdue said. “I wanted to create something that could help people continue developing that skill in the moments when communication actually matters.”
DiscApplied is designed to help users apply those skills when they need them, whether preparing for a difficult conversation, giving employee feedback, or communicating with colleagues. The platform’s primary audiences are professionals and organizations, with potential applications for anyone looking to improve their communication skills.
“Users can practice real-world scenarios, work through challenging conversations, analyze communication, receive DISC-aware coaching, and interact with AI-driven scenarios that help adjust their approach based on different communication styles,” Perdue said.
The UAB Bill L. Harbert Institute for Innovation and Entrepreneurship has helped guide the concept toward commercialization. Perdue first participated in the Harbert Institute’s Blazer App Accelerator, which provided a framework for refining the idea, identifying potential users, and evaluating its business potential. The Blazer App Accelerator is a partnership with Birmingham-based Harmony Venture Labs, which is an AI-forward venture studio and startup incubator.
The Harbert Institute’s Blazer Bridge Fund, an early-stage translational fund, also supported the transition from an initial in-house prototype toward a functioning software platform.
The Harbert Institute has also helped Perdue navigate the commercialization process itself, intellectual property, startup formation, and simply understanding what comes next.
“We’re still at the beginning of the DiscApplied story, but reaching the point where we now have a startup and a product moving toward the market is incredibly exciting,” Perdue said.
Learn more about DiscApplied here.
-- Oct. 27, 2026