the founder → ceo shift
is a rite of passage
To scale your company, you must scale yourself.
↓
Founder → CEO Leadership Matrix
Where do you currently sit in the matrix?
Are you the bottleneck?
Crossing the threshold
Founder Identity + Capacity → Systems +People → Leverage
where most founders go wrong:
No leverage.
They try to run faster, do it alone, rearrange systems or try to fix the wrong people.
But, it’s an inside job.
You can only guide as far as you’ve gone.
the real leverage point
↓
you.
To handle the pressure and dynamics of the entrepreneurial game with grace and integrity, you must upgrade your
identity + capacity.
Client Transformation Story: Jeff is an entrepreneurial leader who shifted his identity from a victim to owner - and he courageously did an adventurous, symbolic rite of passage in a cave as part of the coaching process.
By uncovering, forgiving and clearing his limiting beliefs, he upgraded his capacity to lead.
He crossed the threshold and uncovered his calling.
Now, Jeff is playing full out in his life. He’s leading with more freedom, love, and power.
your company mirrors your capacity
This understanding is the secret weapon of founders who cross the chasm, don’t burn out, scale their businesses, and play the long game is to do the deeper identity and capacity work.
This transformation process is fulfilling, adventurous and exciting - benefitting all aspects of your life - not just your founder role.
It’s a wholistic rite of passage.
Very few Founders have the courage to cross the threshold, and very few coaches know how to guide this highly valuable transition.
Founders → CEO Transformations
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"What’s unique about Justin’s coaching is he focuses on my state of mind and helps me get grounded and clear so I can make the best decisions from a place of relaxed flow, not pressure. This also translates into setting my team up better for success. He has supported me and the leaders of my startup through some incredibly challenging businesses transitions in a very dynamic marketplace.
-Annalea Krebs, Founder and CEO of SocialNature.com
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![Mike Lewis Enjoy the Work]()
Justin Perkins was able to help me see much more clearly how to improve my job, what career path to take, and even how to improve my marriage and core relationships. I can say that all of these important aspects of life are in 10x better shape than when I started. I always come away from my time with him feeling more comfortable about where I'm going with my life and work.
Mike Lewis, General Partner, Enjoy the Work (Head of Product, AirBnB and serial entrepreneur)
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“Justin can help leaders tap into their natural superpowers … abilities that leaders are not often taught in typical leadership programs. I began experiencing the benefits of Justin’s coaching after a few weeks, and every hour I spend with him is invaluable to me. I worked with him for two years and also experienced two mind-blowing Natural Vision Accelerators.
-Denton Crofts, Managing Partner, DevIQ
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"I’ve hired Justin as my coach three years in a row and found his services to be exceptional-unlike anything on the market. Justin is an experienced entrepreneur and has also helped me detect and solve the root cause of many roadblocks both personal and professional. He also helped my team and the results on teamwork and productivity were immediate, tangible and recognized."
-John Freshwater, Vice President Sales EMEA and APAC, Degreed
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"I got more from one hour of coaching with Justin Perkins than I did from a nine-week coaching certification program...And just had the best month of my life after a three day coaching retreat [Natural Vision Accelerator] in the Arizona desert with Justin."
-Seth Anderson, Coach, Entrepreneur and Founder of The Biz Dojo Podcast
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“In February of 2022, I was days away from closing my personal training business. In just one conversation, Justin helped shift my mindset and get my mojo back. This paradigm shift helped me rebuild my business to a six-figure income and launch a health and wellness podcast as a result. Later, Justin helped me change my relationship with shame and "ghosting" as a live guest on my podcast.”
-Jeff Sidwell, Founder, NextStep Fitness, Premier Metabolism and Livewell with Sidwell Podcast
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I have worked with Justin for going on seven years as I’ve transitioned from the advertising industry a CRO role with a SAAS tech startup with his support. My impact as a leader has deepened tremendously. Thanks to Justin, every challenge that used to cause me doubt and anxiety, now appears as an opportunity. He also helped our executive team deepen trust and communication. I experienced a profound shift and a more relaxed life after completing a Natural Vision Accelerator last summer.
-Lauren Pfanmiller, COO WorkBright
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“I've known Justin for nearly 20 years. Justin is a deep listener. He knew exactly how to steer our conversations and create space for me to get clear on my path forward as I took the leap after ten years in a large organization. After committing to this decision during a two-day retreat, I decided to hire Justin for another nine months of coaching to help me navigate a new role as Managing Director of an exciting new media startup.”
-Heather Holdridge, Managing Director, Real Voices Media
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![Cullen Schwarz DoneGood]()
A few hours working with Justin has been worth like a year of therapy, mediation, and executive training programs all in one. The impact has been good for my business, my personal well-being and enjoyment of life overall. I participated in a two-day small group Natural Vision Accelerator. That experience permanently shifted how i think and feel. The prevailing tone of my life shifted from stressful, to more creativity and deep-rooted peace.
Cullen Schwarz, Founder and CEO of Donegood.co
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![Dustin Finkel, CEO Tenderbelly]()
"Any leader looking to make significant progress in their lives and business will significantly benefit from working with Justin as a coach. Justin has lived the personal transition himself, bringing his clients an unbelievable level of authenticity and genuine care. He brings a new perspective and helps unlock incredible growth in a very short amount of time. I saw an immediate impact on my business as a leader, colleague, and growth driver."
-Dustin Finkel, CEO Tenderbelly, Founder of KaPop and Awakened Foods
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![Karen Davis, Executive Coach]()
“Any entrepreneur, CEO or senior leader who has a chance to spend time with Justin Perkins is likely to experience deep transformation and the chance to become a world class leader of high performing teams. I have witnessed Justin transform his career from a talented entrepreneur into one of the most creative, compassionate and impactful executive coaches in the world. No one coaches quite like Justin does, combining state of mind coaching, indigenous wisdom, and emergent experiences.”
-Karen Davis, Executive Coach, NCC, PCC; Author of “How to Get the Most Out of Coaching.”
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My vision quest was the ultimate finale of a period of immense personal growth shepherded by Justin. A year later I still revisit that time and utilize those moments of growth, it was an unforgettable experience! I felt I had made lasting changes that were only possible because Justin pushed me to find the answers under my own power.
-James Kroeker, Entrepreneur + Sales Strategist
snapshots from the New Edge Coaching Transformational Coaching Laboratory.
Jeff’s transformation story from VP → entrepreneur → owner → coach.
“Justin Perkins is the perfect guide for a rite of passage. We peeled back the layers and I felt like I had 30 years of therapy in 3 days while having a beautiful nature adventure customized for me. With his support I was able to identify, let go and unlearn a lot of things that were holding me back from reaching my full potential as a leader, while unlocking a wholistic new vision for my life and my company.”
-Annalea Krebs, Founder and CEO of SocialNature.com
“Any entrepreneur, CEO or senior leader who has a chance to spend time with Justin Perkins is likely to experience deep transformation and the chance to become a world class leader of high performing teams. I have witnessed Justin transform his career from talented entrepreneur into one of the most creative, compassionate and impactful guides of Founders in the world. No one coaches quite like Justin does, combining deep identity work, state of mind coaching, indigenous wisdom, and emergent rite of passage experiences in nature.”