One of the most important and expensive decisions in life is demanded from 17-year old high school students, but students admit they "have no idea" and parents admit it "sneaks up" on them. It's no surprise. There are more than 5,000 colleges in the US and some offer more than 200 degrees. College costs keep rising and the maze of financial aid, scholarships, and loans is complex. This critical moment brings inordinately high stress for students and families. What would it look like to take a holistic approach in this pivotal moment? I started Embark after experiencing the consequences of an ill-informed decision for way too long. Though I established a"successful" career, I was conflicted on the inside the whole way. Eventually, the toll of doing something unnatural each day caught up with me. An informed choice will blend interests, values, personality, abilities, skills and goals together. But few are this self aware, especially at age 17, at least without being intentional. Embark measures natural abilities first and then layers in these other important aspects as well. After all, it is a lot easier to swim downstream than upstream. Interests and goals tend to change. Personality tests, while interesting, don't consider abilities. A path that honors your unique, natural abilities will be easier, more enjoyable and likely bring more success and contentment.