the threshold masterclass
Take the First Step on your Founder → CEO Rite of Passage.
Scale Yourself to Scale Your Company.
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When the skills that built your company start holding it back
At the beginning of a company, the founder’s instincts are the engine of growth.
You move fast.
You solve problems personally.
You push through obstacles others would avoid.
Those same instincts often become the bottleneck as the company grows.
What once created momentum begins to create friction.
Teams wait for decisions.
Important work still flows through you.
The organization struggles to grow beyond the founder’s direct involvement.
Most founders experience a threshold moment where the company requires a different kind of leadership.
The Founder Threshold Masterclass is designed for that moment.
The Founder Threshold
At some stage in a company’s development, the founder must transition from:
builder → leader of builders
From:
personal output → organizational capacity
From:
solving problems → designing systems that solve problems
Crossing this threshold is not primarily a tactical shift.
It is an identity shift.
Many founders try to solve this stage with:
better productivity
more meetings
new hires
new management frameworks
But the deeper challenge is the founder’s identity itself.
Signals You May Be Approaching the Threshold
You may recognize some of these patterns:
• The company depends heavily on your decisions
• You feel responsible for solving too many problems personally
• Hiring strong people has not reduced your workload the way you expected
• Important work still moves through you as a bottleneck
• The organization is growing, but leadership capacity is lagging behind it
None of these are failures.
They are normal signals of growth.
But they indicate the founder may be approaching the next stage of leadership.
What This Masterclass ExploreS
In this session we will explore:
The Founder Bottleneck
Why many companies stall when founder capacity stops expanding.
The Leadership Threshold
The transition from hands-on operator to designer of systems and leadership.
Three Stages of Founder Evolution
How founders typically move through phases of growth as their organizations expand.
The Capacity Gap
Why company complexity often grows faster than the founder’s leadership model.
Who This is for
This masterclass is designed for founders who:
• Are leading a growing team
• Feel increasing leadership complexity
• Are navigating the shift from doing → leading
• Want to build an organization that can grow beyond their direct involvement
It is not designed for:
• very early idea-stage founders
• purely theoretical leadership discussions
This session is grounded in real founder transitions.
About your guide
Justin Perkins is a seasoned Founder with three decades of experience as both a founder and executive in other startups, with a dynamic career spanning multiple industries. As a Coach who specializes on working with Founders, he helps founders and leadership teams navigating the gauntlet from early-stage company building to scalable leadership.
His work focuses on the intersection of:
founder identity, psychology and capacity
organizational design and leadership
creating sustainable cultures of innovation
The mission of New Edge Coaching is to help founders cross the threshold where the company’s growth is no longer constrained by the founder’s role.
join the next founder→CeO Threshold MASTERCLASS:
“Scale Yourself to Scale Your Company”
The next Threshold Masterclass is on:
Friday, April 24th at 7:00 PT/ 10:00 ET/ 16:00 CET.
Seats are limited to 12 people, and the nominal investment includes a private coaching call with Justin Perkins, Founder of New Edge Coaching.
For only $99, you will get to sample New Edge Coaching’s transformational approach to CEO capacity-building for Founders, while gaining practical insights and resources worth thousands:
The Masterclass includes:
An understanding of where you are on the Founder→CEO Leadership Matrix.
A development roadmap for advancing to the next level.
Insights and resources for helping you upgrade your identity and capacity.
Connection with a peer-group of other talented Founders.
A private coaching call to address one key leadership challenge.
Bonus access to recordings of a 3-part workshop: How to 10X Your Decision-making, Creativity and Productivity.