My brand is all about authentic leadership; leading well and helping others do so too. That’s my raison d’être.
So! This is a sequel to my previous I’m Coming Out blog. In that, I copiously explained how, “Prominent among the treasures of this pandemic cum sabbatical year has been the realization that it’s about time I did less of the work of leading corporations and charities and rather focus on raising world class leaders among C-level executives who will go on to lead many good things and many great people.” D.L. Moody once said, “It is better to train 10 men than do the work of 10 men. But it is harder.” He was right.
I am serious enough about this new direction that I’m stepping down as President of ISMCanada with effect from June 2021, Deo volente. When I agreed to this role in March 2013, and officially began in May of that year, my initial arrangement with the Board was a 3-5 year tenure. It’s been almost eight years now! I’ve done double duty. Among other things, I’m happy to have worked with an overhauled senior leadership team to steer the organization to become a Certified Best Christian Workplace, a flourishing organization.
In coming out and stepping down, I’m happy to catalyse, consult for and coach CEOs and other C-level executives in both the marketplace and ministry, as well as continue my speaking/training career which has taken me to some 45 countries of the world. As we launch the YAW PERBI brand, I would like to share our vision, mission, values, unique selling disposition and offerings with you.
VISION
At YAW PERBI, we want to see a flourishing global ecosystem of authentic leaders characterised by healthy growth, holistic success and lasting significance.
This is what we want to SEE at YAW PERBI. This is WHY we do what we do.
MISSION
Our mission, therefore, is to offer authentic and customized relationships and resources to C-level executives to grow personally, succeed professionally and become significant corporately.
YP VALUES
As we go about our vision and mission, our corporate behaviour will be based on the following seven things that are very important to us. We value:
- People
- Authenticity
- Particularity
- Excellence
- Growth
- Success
- Significance
In another blog I go into the fine details of what each value means and how they play out at our company.
UNIQUE SELLING PROPOSITION
We know there are a myriad leadership development and executive coaching companies out there. Our bold value proposition is authentically empowering C-level executives for exponential growth in 90 days, success within a year and significance for a lifetime (and beyond).
OFFERINGS
What exactly are we offering in terms of products and services? We like to say we LIFECAST, an acronym for providing Leadership, Integrity, Family and Entrepreneurship Coaching Authoring Speaking and Training. LIFE is our content focus and CAST comprises the vehicles for delivering the LIFE. By the way, apart from the ‘C’ standing mainly for executive Coaching, it also often involves Catalyzing and Consulting. Authoring encompasses soft and hard products from (e-)books to courses.
The YAW PERBI brand communicates prestige and authenticity, success and significance.
CONCLUSION | CLARITY, NOT CERTAINTY
Even in clearly laying out our vision, mission, values, unique selling proposition and offerings at YAW PERBI, this is not only introducing you to my new brand but inherently providing a lesson for executives, many of whom haven’t clearly laid these things out for the corporations, charities and churches they lead. Even in an uncertain year like 2020, as John Maxwell my mentor says, “Individuals can live without certainty from a leader, but not without clarity. …Your people do not need certainty on every issue; but they do need clarity on every issue.”
I’m out. I’m stepping down. I’ve told you why, when and how. Not everything is certain; but am I clear?
