Two young entrepreneurs, Lưu Minh Hiển and Lương Hồng Ngọc, are confident in their startup journey: applying Brain Thinking Science (NLP) to English learning, helping learners shorten study time and absorb knowledge more effectively.
“If you’re tired of rigid, uninspiring learning methods in school, WISE ENGLISH is a great choice. I’m quite lazy, but after just one course, my vocabulary and sentence structure in speaking and writing improved significantly, and it has been incredibly helpful for my work,” shared Phạm Thành Long, a student at WISE ENGLISH.
The novelty Long mentioned is the application of NLP in English learning, with two main methods: the 6-step vocabulary learning method and automatic listening, currently implemented by WISE ENGLISH at the Saigon Times.
However, these early successes did not come easily. The two young founders, born in the 90s, had to make remarkable breakthroughs and careful preparations.
I. The Long Road to Inspiration
Lưu Minh Hiển was a physics major at Lê Quý Đôn High School for the Gifted in Da Nang. In his final year, when an opportunity to study abroad arose, he faced a major language barrier—the requirement of IELTS 6.5.
With a strong desire to improve, Hiển dedicated a month to studying English using a method that only a physics major might think of: applying scientific logic to memorize English efficiently.
He discovered this method after reading “I’m Gifted, So Are You!” by Adam Khoo, which highlights the strengths and weaknesses of the human brain. The human brain, containing billions of neurons, relies on the number of interlinked neurons to determine memory capacity. To optimize learning, one must create strong neural connections by associating new information with pre-existing mental patterns.
The origins of Neuro-Linguistic Programming (NLP) can be traced back to John Grinder and Richard Bandler, professors at the University of Santa Cruz (USA), who developed it to enhance human skills by forming better behavioral patterns.
NLP consists of three key components that shape personal experiences: neurology, linguistics, and pre-programmed behavioral models.
By understanding brain function and memory mechanisms, Hiển successfully applied NLP to mastering English and other subjects.
In June 2009, he achieved his goal and went abroad to study Finance at the University of Manchester (UK).
Thanks to NLP techniques, Hiển excelled in the UK, reducing his study time by 80% while maintaining top performance. He graduated as the valedictorian of his program and ranked in the top 0.5% of over 40,000 students. Later, he was admitted to the London School of Economics and Political Science, one of the world’s most prestigious universities.
“Deciding to return to Vietnam was a turning point in my career,” said Lưu Minh Hiển. He turned down offers from major corporations in the UK to return home. Fueled by his passion for sharing knowledge, he later left a stable government job to pursue his mission of making English learning easier for Vietnamese students.
Drawing from his own experience, Hiển delved deeper into NLP and Linguistics-based learning methods. He devised the 6-step vocabulary learning method, leveraging how the brain remembers information—favoring special events, strong associations, vivid imagery, and sensory details. His goal? To help students who had struggled for years finally conquer English.
With a “slow but steady” approach, Hiển and Ngọc first taught classes from home in 2015, proving their method’s effectiveness and inspiring students. They also joined startup clubs and the Da Nang Business Incubator (DNES) to gain experience and build a community.
Over the next three years, they helped many students apply brain-based learning techniques, not just in English but in life, forming habits that made speaking English feel natural.
At the end of 2017, feeling ready to expand, Hiển and Ngọc launched WISE ENGLISH, marking a major career shift for Lương Hồng Ngọc, who left Vietnam Airlines to dedicate herself to running the business.
II. Finding Opportunities in Challenges
In early 2018, WISE ENGLISH opened its first campus on Hàm Nghi Street, Thanh Khê District, Da Nang. By July 2019, a second campus opened on Hoàng Diệu Street, Hải Châu District.
The journey, however, wasn’t without obstacles.
One of the biggest challenges was recruitment.
“At first, we lacked HR management experience, so we struggled to find the right people who shared our vision,” Ngọc admitted.
However, these early missteps taught them invaluable lessons. The duo prioritized ethical values and integrity in their corporate culture, refined recruitment processes, and built a strong core team. Despite setbacks, their belief in people never wavered, and WISE ENGLISH continued to grow.
Currently, the center has about 15 instructors, including four native speakers, forming a Teaching Academy to standardize teaching methodology and continuously improve staff skills. Unlike many other language centers, WISE ENGLISH invests heavily in ongoing teacher training.
Beyond creating a unique English-learning culture, WISE ENGLISH offers a guaranteed IELTS improvement program, promising students an increase from IELTS 3.0 to 6.0 within six months—or they can retake courses for free.
Thanks to this method, over 95% of students achieve their target scores in a short time. Many high schoolers, after just two weeks to two months at WISE ENGLISH, successfully improved their IELTS scores and fulfilled their dreams of studying abroad.
With its strong reputation for IELTS training, WISE ENGLISH became an official British Council IELTS test venue in 2019. It also formed strategic partnerships with IDP, Cambridge, and international universities.
Kim Thuận, a student, shared: “I love English, but I lacked motivation because I didn’t know where to start. WISE ENGLISH helped me find my passion, confidence, and break pronunciation barriers.”
Today, Hiển and Ngọc believe their students’ satisfaction has reached 80-90%, marking a turning point for restructuring and future expansion. Their five- to ten-year roadmap includes enhanced student services, digital transformation, and business optimization.
But the COVID-19 pandemic brought new challenges. As classroom attendance declined, WISE ENGLISH pivoted to online learning and virtual IELTS testing.
“This is an opportunity hidden in crisis,” Hiển noted.
Post-pandemic, the center aims to expand one-on-one online coaching while continuing its growth in Da Nang and Central Vietnam. Looking ahead, WISE ENGLISH plans to expand to Ho Chi Minh City, launch courses for children and businesses, and publish books on its learning methodology.
By staying true to its mission, WISE ENGLISH is not just teaching English—it is transforming how Vietnamese students learn and master the language.
