A training programme for leaders of Canadian companies, looking to use their culture as a blueprint for growth.

1. Growing the culture and company you love
Training programme - Canada

2. 2
Course overview
This course trains leaders to use their culture as an effective and strategic tool for growing their
companies. It is designed for people who have an ambition to grow purpose-led, values driven
companies.
It is appropriate for organizations of all sizes and sectors, who need to align, embed or scale the culture of
their company in order to support the next phase of their growth. In full, it is a 9-12 month programme of
group training sessions that empowers people to lead through their culture. Divided into 6 modules across
three key learning areas, it also offers the ability to pin-point training to address specific challenges.
The modules that make up the programme are underpinned by the Within Way™, an evidenced change
journey of clarity-belief-confidence, which has supported leaders to use their culture to grow businesses
they love all over the world.
© 2019 Within People

3. 3
Modules overview
1. Clarity 2. Belief 3. Confidence
1.1 Diagnosing your
cultural maturity
1.2 Defining your purpose,
values and offer
2.1 Embedding your culture
across your company
2.2 Attracting talent &
customers
2.3 Creating a culture-led
service offer
3.1 Leading through your
purpose and values
3.2 Leveraging your culture
to grow
© 2019 Within People

4. 4
Understanding the cultural maturity of your
business and its impact on your growth.
Learning objectives
• How cultural maturity impacts on growth
• Understanding the maturity of your culture
• Identifying areas of opportunity and challenge
Learning outcomes
By the end of this module, participants create an
authentic purpose and have the focus required to
grow the business they want to lead.
Clarity | Module 1.1:
Diagnosing your cultural maturity
Delivery
method
Individual or group sessions
In-person
8 training hours over 2-3 weeks
Course
materials
Within Way™ assessment of cultural maturity
Assessment Verbal understanding of cultural maturity
End of session feedback
Trainees Senior leaders
1-15 people
Cost $10,000
© 2019 Within People

5. 5
Aligning culture through purpose, values and
product and service offer.
Learning objectives
• Finding purpose and values that guide culture
• Shaping a unique product & service offer
• Building understanding on how culture drives
growth
Learning outcomes
By the end of this module, participants create an
authentic purpose and have the focus required to
grow the business they want to lead.
Clarity | Module 1.2:
Defining your purpose, values & offer
Delivery
method
Individual or group sessions
In-person
15 training hours over 2-3 months
Course
materials
Within Way™ purpose framework
Within Way™ guides to finding purpose and
values
Assessment Qualitative assessment sense of alignment and
direction
Ability to articulate purpose, values and offer
End of session feedback
Trainees Senior leaders
1-15 people
Cost $20,000
© 2019 Within People

6. 6
Embedding purpose and values across your
business.
Learning objectives
• How to build a shared sense of identity
• How to show up to the values in your role
• Creating the rituals that sustain change
Learning outcomes
By the end of this module, participants have
embedded their purpose and values into their roles
and teams.
Belief | Module 2.1:
Embedding your culture
Delivery
method
Group sessions
In person
4 training hours over 1 day per session
Course
materials
Within Way™ Culture Café
Assessment Qualitative and quantitative survey describing
engagement with purpose & values
End of session feedback
Trainees All levels of organization
8-20 people per session
As many sessions as required
Cost $5,000 per session
© 2019 Within People

7. 7
Creating a culture-led experience that attracts
talent and customers.
Learning objectives
• Developing the story of your culture
• Creating a culture-led employee value proposition
• Integrating your story into your brand and marketing
Learning outcomes
By the end of this module, participants have created
an inspiring story around their culture and brand that
they can use to attract talent and customers.
Belief | Module 2.2:
Attracting talent & customers
Delivery
method
Individual or group sessions
In person + applied learning through
implementation
10 training hours over 2-3 months
Course
materials
Within Way™ story-making tools
Assessment Ability to clearly communicate culture
End of session feedback
Trainees Senior leaders and managers
Communications teams
1-10 people
Cost $12,000
© 2019 Within People

8. 8
Integrating your purpose and value into your
customer journey
Learning objectives
• How to have an authentic, culture-led service offer
• Creating a purpose-led service proposition
• Aligning service behaviours to values
Learning outcomes
By the end of this module, participants have
developed a service philosophy and identified key
service behaviours that align to their values.
Belief | Module 2.3:
Creating a culture-led service offer
Delivery
method
Group sessions
In person
15 training hours over 2-3 months
Course
materials
Within Way™ Service Philosophy
Assessment Customer service feedback results over time
End of session feedback
Trainees All levels of organization
1-15 people
Cost $20,000
© 2019 Within People

9. 9
Building leadership experience and the capability
to tackle barriers to growth.
Learning objectives
• Building awareness of leadership styles and blocks
• Identifying and unlearning unsupportive behaviours
• Defining practices to support each other to lead
Learning outcomes
By the end of this module, senior leadership teams
know what it takes to lead their culture and have
experience practicing this in their organization.
Confidence | Module 3.1:
Leading your culture
Delivery
method
Group sessions
In person + applied learning through
implementation
10 training hours per month over 3 months
Course
Materials
Within Way™ of Unlearning Leadership
Assessment Qualitative assessment of confidence
End of session feedback
Trainees Senior leadership teams
Groups of 1-10
Cost $15,000
© 2019 Within People

10. 10
Using your culture as a blueprint for your growth
strategy.
Learning objectives
• Creating your vision for growth
• Focussing on priorities that sustain change
• Aligning your culture and your growth strategy
Learning outcomes
By the end of this module, participants understand
how their culture can guide and support their growth
strategy.
Confidence | Module 3.2:
Leveraging your culture for growth
Delivery
method
Individual and group sessions
In person
8 training hours over 2-3 months
Course
materials
Within Way™ Visioning Process
Within Way™ Profit, Impact & Joy framework
Assessment Qualitative assessment of confidence
Alignment of culture & strategy
End of session feedback
Trainees Senior leadership teams
Groups of 1-10
Cost $10,000
© 2019 Within People

11. 11
Overview of training hours and fees
Module Best for Training structure Cost
1.1 Clarity - Diagnosing your
cultural maturity
Senior Leaders
8 hours over 2-3 weeks
1-10 people - in person
$10,000
1.2 Clarity - Defining your
purpose, values & offer
Senior Leaders
15 hours over 2-3 months
1-10 people - in person
$20,000
2.1 Belief - Embedding your
culture across your company
Whole company
4 hours over 1 day
8-20 people per session - in person
$5,000 per session
2.1 Belief - Attracting talent and
customers
Senior Leaders &
communicators
10 hours over 1-2 months
1-10 people - in person
$12,000
2.3 Belief - Creating a culture-
led service offer
Senior Leaders
15 hours over 2-3 months
1-15 people - in person
$20,000
3.1 Confidence - Leading your
culture
Senior Leaders
10 hours over 3 months
1-10 people in person
$15,000
3.2 Confidence - Leveraging
your culture for growth
Senior Leaders
8 hours over 1-2 months
1-10 people - in person
$10,000
© 2019 Within People

12. 12
Laurie’s purpose is to free creativity inside leaders and their businesses. He has spent
over a decade training leadership teams the world over to embed purpose and values
into their brands and businesses, and to design and leverage their culture to grow.
Laurie is a founding partner of Within People - an international partnership based out
of London, Cape Town, San Francisco and Vancouver. Laurie helped develop the
Within Way™ methodology which underpins Within’s approach to training leaders to
grow purpose-led, values-driven companies where people love who they are and
what they do.
Laurie has twelve years of experience offering strategy, coaching and training to C-
suite level individuals and teams with clients including Danone Group, One&Only
Resorts, MEC™ and UNESCO. He is a graduate of Oxford University and holds an MA
(Oxon) in Human Sciences.
w: withinpeople.com/training
e: laurie@withinpeople.com
c: 604-838-5905
Course Trainer: Laurie Bennett
© 2019 Within People

13. 13
Jeff believes that purpose is the key to growth and leadership in business. He trains
CEOs and their senior teams to achieve their vision of the company they most want to
lead, helping them to create a shift in themselves and their culture. He has over 15
years experience guiding teams to success, with global clients including Mondelēz
International, UNESCO, Amy’s Kitchen, and Woolworth’s South Africa.
Jeff is an NLP practitioner and certified in Generative coaching - an approach created
by Robert Dilts and Stephen Gilligan designed to help leaders vision the future and
transform the barriers faced by themselves and their teams into exciting
opportunities for growth. He holds a Bachelor of Arts degree from University of
Alberta with a major in music.
Jeff is a Fellow of the Royal Society of Arts for his contribution in enabling brands to
create positive social change. He writes for Medium on 21st century business and
transformational growth.
w: withinpeople.com/training
e: jeff@withinpeople.com
c: 628-237-8004
Course Trainer: Jeff Melnyk
© 2019 Within People

14. Thank you
Laurie Bennett
laurie@withinpeople.com