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START WITH WHY – COACH

Big Framework® Certification Course

BECOME A CERTIFIED
START WITH WHY COACH

Learn how to successfully guide and facilitate the improvement of why

Step 1
Get access
and become a coach
Step 2
Coach towards
increased clarity
Step 3
Watch people
and revenue grow

Most Organisations Struggle With:

Unclear priorities

Slow time to market

Disengaged employees

Decreasing profits

Missed opportunities

Disloyal customers

This certification course will give you tools and templates to implement clarity of why and watch people and revenue grow.

Why Become a Certified Guide?

Most Facilitators Struggle to Create Clarity Because:

  • They lack the skills and know how

  • They struggle to prove the business case for clarity of why

  • They don’t use a proven framework to get results
  • They use old metods that no longer work in the digital fast paced  world

  • They struggle to gain clarity everywhere not just at the top leadership level

  • They don’t have a plan for how to align the organisation

When you become a certified why guide you’ll be able to successfully create clarity of why, align teams and reach goals in record time.

How to Become a Certified Start with Why Guide

SIGN UP

Sign up for the certification course and read the prerequisites to see if becoming a start with why guide is right for you.

ATTEND THE CERTIFICATION TRAINING

Learn how to confidently facilitate a transformative start with why journey. Connect strategy to clear quarterly goals, align day-to-day execution, and bridge the gap between strategy and action.

IMPROVE CLARITY OF WHY

Harness the transformative power of the BIG Framework® - Start with Why model and unlock the potential to elevate both people and revenue.

What You Get in This Certification Course

resources you get during the BIG Framework® Start with why Masterclass

You get access to BIG Framework® tools and templates as well as our community of coaches. Included is an exam and a certificate upon successful completion. 

The class is available Live Online or Live Onsite through hiring our experienced coaches.

BIG Framework® Start with Why Guide

Exclusive BIG Framework® tools and templates

Access to our mentor program where you will be paired with a current guide as a mentor

Access our community for support and collaborations

An exclusive certification licence to use BIG Framework® Start with Why Model in your work

We cover the following topics

  1. Make a strong case for improved clarity of purpose: Develop a convincing argument supported by data to show the importance of enhancing clarity of purpose within organisations.

  2. Understand and support top leaders: Learn how to effectively understand and assist the organisation’s top leaders, aligning their vision and actions with the overall purpose.

  3. Facilitate the journey to clarity of purpose: Acquire facilitation skills to guide organisations through a transformative process, helping them achieve greater clarity of purpose. Drive growth in both people and revenue through effective facilitation.

  4. Clarify the organisation’s mission: Clearly articulate and communicate the organisation’s mission, ensuring that everyone involved understands and aligns with it.

  5. Bring core values to life through habits: Translate core values into practical habits that shape the organisation’s culture and drive consistent behaviours.

  6. Define a clear vision and roadmap: Master techniques for creating a clear vision and roadmap that outlines the path towards achieving it.

  7. Communicate prioritised business opportunities: Discover effective strategies for communicating and prioritising business opportunities that are in line with the organisation’s purpose and vision.

  8. Connect business opportunities to measurable quarterly goals: Establish a clear link between identified business opportunities and measurable goals for each quarter, allowing for progress tracking and follow-up.

  9. Maximise the power of agile ways of working: Understand how the Start With Why Model enhances the effectiveness of agile methodologies and frameworks like SAFe®, unlocking their full potential within your organisation.

Embark on this transformative journey and gain the knowledge and tools to bridge the gap between strategy and execution. Become a certified Start With Why Coach and speed up goal achievement in your organisation.

In this course for coaches, you will learn:

  • How to make a strong case for improving clarity of purpose, including using numbers.
  • How to understand and support the top leaders in your organisation.
  • How to guide your organisation towards clear purpose and ensure growth in people and revenue.
  • How to make the mission clear across your entire organisation.
  • How to bring core values to life through daily habits.
  • How to clarify the vision and create a roadmap to achieve it.
  • How to effectively communicate important business opportunities.
  • How to connect these opportunities to measurable quarterly goals and track progress.
  • How the Start With Why Model can help you get more out of agile ways of working and agile frameworks.
  • The details of the Start With Why Model and its components, including how to distinguish “good” from “bad” using multiple examples.
  • How to break down and connect the dots from mission and vision to daily work in agile teams using the Start With Why Model.
  • How to support your leaders with practical tasks on the ground to create clarity.
  • How to define and prioritise business opportunities using BOS (business opportunity statements).
  • How to set clear quarterly goals using OKRs (objectives and key results).
  • How to ensure these goals translate into specific tasks for each quarter in (agile) teams.

By mastering these concepts, you will have the knowledge and skills to guide organisations towards greater clarity of purpose and achieve meaningful outcomes.

Similar to the masterclass and the leader course you will get (but more in-depth):

  • Educational videos
  • Case study videos
  • Studies
  • Articles
  • Action plan

On top of that you will also get

  • A certification badge
  • Template workshop agendas and techniques, that will make it easier for you to plan and execute a series of workshops where your organisation creates greater clarity
  • A template implementation plan, to help you plan your work as a coach
  • And many more details tips & tricks that will make it easier for you

The course is primarily aimed at external or internal facilitators, coaches and consultants who are hands-on responsible for the implementation of Start With Why. 

The course is also an excellent choice for leaders who want to gain more in-depth understanding and knowledge.

The perhaps most important point when it comes to “who” is that you are more than one person. Success in creating clarity of why is much more likely if you are at least two from your organisation with in-depth knowledge.

Great pairing examples are

  • One internal business driver, and one internal facilitation talent. 
  • One internal business focused driver plus one external process and facilitation focused coach
  • Two external coaches where one has great business skills, and the other great facilitation and process skills.

There are no formal prerequisites.

However, the more experience you have of leading teams and organisations, and advising those that do, the more you will get out of this masterclass. It is also understood that you take the masterclass and the Start With Why Leader course before you take the Start With Why Coach course. 

Is is not a prerequisite, but it will make your life easier, if you are at least two from your organisation who take this course together, as pairing greatly increases your chance of success. So, if you can, pair up!

It is also a great idea to read Simon Sinek’s Start With Why book, before you take this course. It is an easy read and/or a great listening experience that will help you get more out of the course.

There are no organisational pre-requisites and all organisations will benefit greatly from the Start With Why Model. However, team-based organisations using some kind of agile framework will likely benefit even more.

BRIDGE THE GAP BETWEEN STRATEGY AND EXECUTION AND REACH YOUR GOALS IN RECORD TIME

The #1 key to success

Starting with why has an enormous impact on people, customers and the overall business. Where there is clarity of why, we find motivated employees and satisfied customers. When the why is unclear or fuzzy, customers and employees disengage and profits soon decreases.

Did you know that an unclear “why” and a lack of alignment is the #1 obstacle between strategy and execution, according to leaders across the world? Did you know that 93% of workers across the world do not understand their organisation’s purpose so they and what they can do to help fulfil the mission? Did you know that high-clarity organisations show double the profits compared to low and average-clarity organisations?

Many business leaders and organisations struggle with executing strategy and have a hard time creating clarity. Is this true for you too? If so, you are not alone. It can be both difficult, frustrating and take much longer than you want.

But it doesn’t have to be this way. There are concepts, practices and methods you can follow to create much higher levels of clarity and bridge the gap between strategy and execution fast and efficiently, so that you can reach your goals in record time over and over again. The model is simple. Others have done it, and you can too.

BIG Framework® Start with Why model is a simple step-by-step system full of valuable lessons, examples, practices and templates. Simple does not always mean easy, but simple and practical is a great place to start.

Because we believe in results and real action, the BIG Framework® Start with Why model brings your organisation on a clear path all the way from defining your purpose to today’s and tomorrow’s hands-on goals and actions. To be successful, clarity on purpose and direction are must-haves but not enough, we must also make it easy for our people to understand what the practical, daily consequences are.

This means we cover the full path from mission, vision and core values, to identifying and prioritising business opportunities and converting these into tangible medium and short-term goals. We will show you how to connect tried and proven practices such as:

  • Vision casting
  • OKRs (objective and key results)
  • BOS (business opportunity statements). 
  • and more

into a practical and simple-to-use connected system that creates clarity of why that works well with modern ways of delivering such as agile ways of working or innovation models such as the lean start-up. Your mission will be clear and deliverable, enabling both innovation and delivery.

As a leader, you know you cannot wait for perfection before you begin. BIG Framework® Start with Why aims to provide you and your co-leaders, consultants and advisors with enough knowledge to begin releasing your full potential.

BIG FRAMEWORK

We dream of a world full of healthy organisations. By healthy we mean purpose driven leaders who inspire employees who serve happy customers. 

In order to achieve this dream, we believe it’s important to look at the facts, and learn from the best.  

START WITH WHY

We believe it is essential for any organisation to have inspired employees that have a clear purpose. We also believe in communicating purpose, respect and value to customers and other stakeholders. We believe your why should be the basis for everything you say and do.

We believe that creating clarity of purpose, clarity of “why”, for employees and customers will create healthier, kinder and more profitable organisations and businesses. Since we don’t just believe, but also learn from the best and look at the facts, we know this belief to be true.

Primary results

As you clarify your why, you can expect the following results:

  • Highly inspired, happy and motivated employees that focus on fulfilling strategy, reach clear goals and spend less time on wasteful tasks that add no or little value.
  • Profitable & engaged customers, increased sales, lower customer acquisition costs and lower attrition are some of the benefits of a clear customer why. 

Secondary results

As you realize the above results, you can expect secondary, indirect, “knock-on” results:

  • Higher predictability, due to sharper focus
  • Shorter time to market
  • Higher productivity, due to removal of unnecessary work

When people are more focused and say no to low-priority work, you get more output faster where it really matters. You get these results without having to change a single thing about how you do things, or how you operate. Amazing, isn’t it? This does not mean that you should not change how you operate, of course. Our point is that starting with clarity of why will improve your results faster for a smaller investment, meaning it is always the best place to start.

HOW TO MEASURE, HOW BIG RESULTS CAN I EXPECT, AND HOW SOON WILL I SEE THE RESULTS?

How to measure?

There are many ways. The BIG Start with Why model has recommendations, examples and case studies on how to define and measure results that will get you started. Don’t worry about this, there are simple and fast ways to measure that help you get started.

How fast?

Some of these results will happen quickly, some slower. As an example, when we measure the clarity of why on a scale of 1 – 10 scale most organisations get an average of between 2 and 5 from their employees (we have never seen higher than 5 and more often closer to 2 than 4). As for the speed of improvement, we have seen clarity of why improve from 0.5 to 7.5 in just two months, so improvement can happen both sharply and quickly. Other results take longer. 

The impact on your profits

Did you know that low-clarity organisations show around half the profits when compared to high-clarity organisations? This means that if you are a low-clarity organisation (most are), there is an opportunity to double your profits, which enables you to free up more money to invest in the future. The corresponding is true for non-profit organisations.

We cannot promise all benefits will happen quickly, or that clarity of why is the only thing you will need. However, starting with why, and creating clarity is the first and only possible beginning of a journey.

Let’s get started.

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