• We are the only coaches that can demonstrate the return on your investment.
• We are the only coaches who map and track coaching to ensure your goals are achieved.
• We are the only coaches that use award winning technology to ensure full transparency of your
  coaching.
• We have every aspect of coaching covered and the expert coaches to support you.
• We take businesses and business owners to the next level.

We are the only coaches that use award winning technology to ensure full transparency
of your coaching.

The path to better results starts here.
Our Programmes are designed to meet the needs of individuals and teams, whatever your
circumstances.

Our clients stay with us for years, because of the value we bring.
If you are looking for business coaching that will make a real measurable difference to you
and/or your team, you are on the right website. We know we use bold statements, however, our
clients coaching journey often begins with an experience of our coaching which confirms if
coaching is the right path for you. In developing our methodology, we built in complete
transparency, a clear vision of success, creating confidence that you can and will live your
dream.
We are the only coaching organisation that maps, tracks and measures the effectiveness of
the coaching.

You were recently in touch with my colleague in relation to the Corporate LiveWire Gloal[sic] Awards 2023/24.

We have now made the decisions on the companies and individuals that should be selected as winners in this year’s programme and I had some good news.

You were considered in the category Corporate Coaching Service of the Year. Having reviewed information on all of those shortlisted, I am pleased to confirm you have been picked as the 2023/24 winner, congratulations.

During the awards process we invited over 90,000 businesses and corporate professionals, magazine contributors and our subscribers to nominate companies & individuals based on factors such as quality of service, innovation, experience, sustainability and other areas. Additionally, our research team has put forward a selection of firms which they felt are deserving of our recognition.

Award winners will be featured in the Global Awards Winners Guide 2023/24, which will be distributed to business and professionals around the world.

Bethebestyoucanbe Ltd was founded by Kevin Kerley, who was recently recognised within the Chairperson Awards 2023. BTBYCB specialises in coaching and mentoring CEO’s and business leaders through individualised meetings, senior team, and board strategy retreats that help accelerate their growth and business growth.

Multi-award-winning Kevin Kerley, Founder of Bethebestyoucanbe Ltd, has 18 years of experience working at an executive level within the hospitality industry and over two decades of entrepreneurial experience founding and growing a multimillion-pound facilities company that he exited through sale in 2019.

Kevin explains, “Entrepreneur led businesses are a speciality ranging from £2m to £280m including PLC`s, working on three-to-five-year strategy, scale-up, team building, exit strategy, succession planning, personal development and inner work.” As Kevin moved through promotion to new businesses and roles every two years during his corporate career, he gained valuable experience regarding a wide range of business topics and acquired strong financial acumen.

Founding his own business, Kevin enjoyed the rapid growth that eventually led to employing over 500 staff. He was the architect of the unique quality control systems, management structure and exit strategy and finally was put in place as CEO and stepped up to company chairman.

Ten years ago, Kevin became Chairman of the Academy for Chief Executives, where he ran two peer-to-peer groups of CEOs and business leaders and started coaching and mentoring. Trained as a Master NLP practitioner, Kevin is consistently embarking on personal development and working with a range of mentors to increase his skill set, self-awareness, and perspectives.

Kevin states, “The coaching success is largely down to the chemistry between the coach and the coached. Once an enquiry is received, an initial complimentary oneto-one is set up. Thus, establishing the outcomes that the client was looking for and allowed the parties to discuss if the chemistry and fit are right.”

Once the terms, chemistry and fit are agreed upon, the coaching process will begin monthly for as long as there is a requirement, ranging anywhere between 12 months to 3 years and beyond.

Regarding his leadership approach, Kevin explains, “I am a firm believer of constant positive reinforcement. I encourage team members to step outside their comfort zone, offering motivation, empowerment and regular reviews of improvement and the learning taken along the way. Moreover, Yorkshire Coach & Mentor of the Year 2023: Kevin Kerley Bethebestyoucanbe Ltd was founded by Kevin Kerley, who was recently recognised within the Chairperson Awards 2023. BTBYCB specialises in coaching and mentoring CEO’s and business leaders through individualised meetings, senior team, and board strategy retreats that help accelerate their growth and business growth. team members are boosted to set goals by visualising techniques to focus the mind and exceed targets.”

Overall, the coaching industry has transformed because of Covid-19 and with the popularity of Zoom, Teams, Skype, and other platforms, much of the coaching has moved online. Kevin explains, “This has enabled worldwide coaching, increasing the geographical area that you can operate in, which has resulted in new clients from as far afield as Canada.”

However, for Kevin, the biggest challenge faced while running BTBYCB has been the 2008 recession and its economic downturn. Kevin states, “Managing a company and continuing the scale-up objectives and ensuring security for all employees and successfully managing not to have to make redundancies was difficult, hugely challenging but ultimately very satisfying.”

With Kevin living a two-centred life with a second home in Spain, he has hosted leadership summits twice a year in Spain, starting in May 2022. These are be run in collaboration with expert leaders over two days. Being in the fortunate position of having enjoyed an interesting and fulfilled career to date, Kevin wishes to continue to be of service to CEOs and business leaders through coaching and non-executive roles.

Kevin explains, “Helping a business to thrive and leaders to develop is hugely satisfying and personally rewarding.” Furthermore, Kevin is also exploring work with the homeless alongside a local organisation specialising in taking people with multicomplex needs off the streets and reintegrating them into communities.

Kevin has now completed over 2600 hours of 121 coaching of CEOs and Executives, and has even written a digital marketing book, Essential Digital Marketing for SMEs, which can be downloaded for free from his website. The future looks incredibly bright for Kevin, his team, and his clients.

For Kevin and his team members at BTBYCB, the philosophy is simple, “Great leaders make other great leaders and empower people to achieve greatness beyond their beliefs. The key to success is a lifelong investment in the personal development of self and others.” All of which can be taught, discussed, and achieved by choosing BTBYCB and all its services.

are now in a position to transform your career by adding amazing new value to your organization
because of the positive impact new technology can have on the human factor.
Earlier I mentioned that we’re transforming how we sell, market, communicate, collaborate,
innovate, train, and educate over a short period of time. All those processes involve people. Without
people, none of those things happen.
Let’s look at education and training specifically, which are often reduced, and in some cases
eliminated, when the economy is down because they cost money yet we all know they are essential
for companies to do, especially in a time of rapid change and transformation. I recently had an
executive ask, “What if I spend a lot of money educating and training my people and they leave?” My
response was, “What if you don’t, and they stay?”
Training and education are prime ways to leverage the human factor. It is increasingly easy to see
that over the next two years, we will be transforming how we educate and train people using mobile
devices such as smart phones and tablets.
Realise that we now have the ability to do just-in-time training, which means instead of taking
everyone out of work and putting them in a classroom to train them to do something, they can now
learn while they’re doing the task. Most educators agree that if you can learn something while
you’re doing it, you’ll learn it better.
Additionally, we can now deliver advanced simulations on not only mobile devices, but also on
today’s gaming systems. For example, an Xbox 360 is a perfect tool to deliver three-dimensional
photo-realistic advanced simulations to train workers — all while making it fun and game-like. This is
one small part of the overall trend of gamification.
By using these two training and educating tools, you can raise the bar on the human factor in your
organization. Remember, in times of rapid technological transformation, it is the human factor that
will win the race.

www.bethebestyoucanbe.co

For Further information contact.
Kevin Kerley –- 07973 440507

The Stockdale Paradox
The Stockdale Paradox is named after Admiral Jim Stockdale, a United States military officer, held captive for eight years during the Vietnam War. Stockdale was tortured more than twenty times by his captors, and never had much reason to believe he would survive the prison camp and someday get to see his wife again. And yet, as Stockdale told Collins, he never lost faith during his ordeal: “I never doubted not only that I would get out, but also that I would prevail in the end and turn the experience into the defining event of my life, which, in retrospect, I would not trade.”

Then comes the paradox.
While Stockdale had remarkable faith in the unknowable, he noted that it was always the most optimistic of his prison mates who failed to make it out of there alive.
“They were the ones who said, ‘We’re going to be out by Christmas.’ And Christmas would come, and Christmas would go. Then they’d say, ‘We’re going to be out by Easter.’ And Easter would come, and Easter would go. And then Thanksgiving, and then it would be Christmas again. And they died of a broken heart.” What the optimists failed to do was confront the reality of their situation. They preferred the ostrich approach, sticking their heads in the sand and hoping for the difficulties to go away. That self-delusion might have made it easier on them in the short term, but when they were eventually forced to
face reality, it had become too much and they couldn’t handle it. Stockdale approached adversity with a very different mindset. He accepted the reality of his situation. He knew he was in hell, but, rather than bury his head in the sand, he stepped up and did everything he could to lift the morale and prolong the lives of his fellow prisoners. He created a tapping code so they could communicate with each other. He developed a milestone system that helped them deal with torture. And he sent intelligence information to his wife, hidden in the seemingly innocent letters he wrote. Collins and his team observed a similar mindset in the good-to-great companies. They labelled it the Stockdale Paradox and described it like so:
You must retain faith that you will prevail in the end, regardless of the difficulties.
AND at the same time…
You must confront the most brutal facts of your current reality, whatever they might be.
For me, the Stockdale Paradox carries an important lesson in personal development, a lesson in faith and honesty: Never doubt that you can achieve your goals, no matter how lofty they may be and no matter how many critics and naysayers you may have. But at the same time, always take honest stock of your current situation. Don’t lie to yourself for fear of short-term embarrassment or discomfort, because such deception will only come back to defeat you in the end. Living the first half of this paradox is relatively easy since optimism really isn’t that hard. You just choose to believe that it will all turn out for the best,
and everything that happens to you is a means to that end. Simple as.

But optimism on its own can be a dangerous thing: There’s no difference between a pessimist who says, “Oh, it’s hopeless, so don’t bother doing anything,” and an optimist who says, “Don’t bother doing anything, it’s going to turn out fine anyway.” Either way, nothing happens. – Yvon Chouinard
So you need to embrace the second half of the Stockdale Paradox to really make strides. You must combine that optimism with brutal honesty and a willingness to take action. Now of course, nobody likes admitting that they’re fat, that they’re broke, that they’ve chosen the wrong career or that their marriage is falling apart. But admitting such truths is an absolute necessity if you want to grow and
improve. It might feel like you’re taking a few steps backwards by doing so, but you can view that retreat as the pull-back on a slingshot: you’re just setting yourself up to make significant progress down the road.

Jim Collins

Everybody over the age of 18 with any assets needs to have a will, no matter what their marital status is. If you run your own business or have children, it is even more vital that your will is up to date to ensure your family (and your employees) do not have to deal with any issues after your death. 

Recently there has been a huge leap in the number of professions and companies offering this service. Self-write packages are also available from mail order and even through the Internet. Unfortunately such packages often lack the correct legal advice resulting in the deceased’s wishes not being carried out if the will is not legal.

If you die without a will in place the government has a set of rules which determine how your estate (including your business) is distributed. Known as ‘The Rules of Intestacy’ they depend on the value of your assets and ‘how’ you own them, and your family structure. The rules then determine who gets what and it’s unlikely to be what your family and business want or need.

Protecting your business

If you have shares in a limited company you must check the Memorandum and Articles of Association of the company to see what actually happens to shares on death. Many require that the first step is to offer the shares to the remaining shareholders and only if they refuse to purchase them can they be sold or passed on to someone else.

Similarly, current legislation dictates that a partnership is automatically dissolved and the personal representatives of the deceased assume full responsibility for the distribution of the deceased’s assets (except where a partnership agreement has been drawn up clearly defining what should happen to a share upon death.) The law doesn’t state on what form this may take and the representatives are therefore under no duty to offer the deceased’s share to the surviving partners. What’s more they may insist that they become a partner or that the assets are sold and distributed.

Provision should also be in place now to appoint people you trust to make decisions on your behalf in the event of an illness, accident or a stroke.

‘Lasting Powers of Attorney’ (LPA’s) are documents made while you have sufficient mental capacity to appoint people to make decisions for you when you can no longer make them yourself; and they are more important than ever.

In 2007 the government appointed the ‘Court of Protection’ to take over running the affairs of anybody unable to make their own decisions who had not made such provision. Their powers include:

• Seizing all of your assets (including those in joint and business accounts)
• Making decisions on your behalf and appointing whoever it sees fit to carry them out
• Charging substantial annual fees for taking over the running of your life
• On-going fees for every decision made or action taken on your behalf (potentially running into £’000’s per year)

Many people in the UK are being directly controlled in this way by the government with over £3.2billion of assets seized and £23 million in fees taken directly from people’s bank accounts in 2011. Their control will last until you either recover or die regardless of the length of time.

The importance of writing your own will to ensure that your wishes and financial interests are protected after your death and the significance of protecting your own future should your business partner die before you cannot be understated. It is essential you take professional advice to ensure your will is going to do what you want and need it to, and not what the government wants it to.

WWW.CHIEFEXECUTIVE.COM

For Further information on becoming a member of the Academy contact;

Steve Knowles – Associate Chairman of Sheffield City Region and West Yorkshire – 07802 863880

Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages. Following are 10 common emotional triggers that you can tie into your marketing messages to make the sale.

1. Fear: Fear is an emotion that can be used in a wide variety of marketing messages. Insurance companies often appeal to the emotion of fear with messages like “Don’t get caught with too little insurance.”

2. Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Non-profit organisations use the guilt trigger effectively in copy such as “Don’t let them suffer anymore.”

3. Trust: Trust is one of the hottest trends in marketing, and every company seems to be trying to jump on the trust bandwagon in their marketing messages. Financial companies are leading the way with messages like “no hidden fees.”

4. Value: Value is another hot trend in marketing, and many promotions appeal directly to the emotional trigger of getting a good deal. For example, promotional messages that say “If you find a better price for the same product, we’ll match it” are effective in piquing feelings related to value.

5. Belonging: Few people truly want to be alone. Human nature dictates that most people want to feel like they belong to a group, and customers often purchase products in an attempt to feel part of a specific group. Many companies effectively appeal to consumers’ desires to belong, using copy like “You’re part of the family.”

6. Competition: The old adage of keeping up with the Joneses is an adage for a reason. Many consumers are affected by a competitive desire to feel equal to or better than their peers. Copy like “Make them drool” is a great example of a message that elicits feelings of competition.

7. Instant Gratification: We live in a world where people expect instant gratification in all aspects of their lives. Messages that cater to a sense of urgency are well-received by consumers who already desire instant gratification. Use words like now, today, in one hour or less, within 24 hours, and so on to appeal to the emotional trigger of instant gratification.

8. Leadership: A lot of consumers want to lead the way in trying new products, and this audience responds strongly to marketing messages that appeal to their feelings related to leadership. Messages that make them feel like they’re first or in control are powerful for this audience. Phrases such as “Be the first on your block” effectively appeal to the emotional trigger of leadership.

9. Trend-setting: Many consumers want to feel cool or trendy, so appealing to those emotions in copywriting is fairly standard. Variations of “all the cool kids are doing it” are commonplace in copywriting and can be used to market a wide variety of products and services to an even wider audience. The famous Gatorade ad featuring Michael Jordan and the copy “Be like Mike” is a perfect example.

10. Time: In the 21st century, people are busier than ever. As such, they desire more free time to pursue personal interests, spend time with family and friends, and so on. Marketing messages that appeal to that desire for more free time are extremely effective, such as “Cut the time it takes to vacuum your house in half.”

There are many emotional triggers that you can use to evoke feelings among your target audience and move them to action through your marketing messages. People see a lot of marketing messages every day, so you have to give them a reason to digest yours by making them feel something when they see or hear it. Feelings are powerful, and copywriting offers a unique opportunity to tap into that power and leverage it for your business’s gain.

Kevin has 16 years of experience coaching and mentoring CEOs and business leaders, and is a Master NLP business practitioner. He is constantly working to improve his skillset, self-awareness, and perspectives through personal development and mentorship.

Kevin believes that the success of coaching depends on the chemistry between the coach and coachee, and offers a complimentary one-to-one session to establish the goals of the client and determine if the fit is right. Coaching sessions usually take place monthly for as long as necessary, and can last anywhere from 12 months to 3 years or more. Kevin’s leadership approach involves constant positive reinforcement and encouraging team members to push themselves beyond their comfort zones. He provides motivation, empowerment, and regular reviews of progress and learning to help team members set and achieve goals.

With the universal use of platforms like Zoom, Teams, and Skype, much of Kevin’s coaching has moved online, allowing him to work with clients from around the world. One of the biggest challenges Kevin has faced in running Bethebestyoucanbe was the economic downturn of the 2008 recession. As an entrepreneur, he has experience running businesses ranging in size from £2m to £280m, including PLCs, and has expertise in three-to-five-year strategy, scale-up, team building, exit strategy, succession planning, personal development, and inner work. He has a strong financial background, having gained experience in a variety of business topics and promotions through his corporate career, and has successfully grown a company with over 500 employees.

In addition to his work with Bethebestyoucanbe, Kevin is also exploring opportunities to work with the homeless through a local organization and is planning to host leadership summits twice a year in Spain starting in May 2022. He is passionate about helping businesses thrive and leaders develop, and looks forward to continuing to serve CEOs and business leaders through coaching and non-executive roles.

Intelligence Quotient deals with the intelligence and solves logical problems while Emotional Quotient is related to our behaviour and allows us to judge the situation we are in and behave appropriately. Spiritual Quotient is a process of personal insight and allows us to ask whether we want to be in that situation or not.

Spirituality is about acknowledging that everyone has a unique talent and spirit, and that talent is to be valued to give rise to creativity. There is a need to allow other people’s spirits to be nourished and change a workplace from merely being a place to earn sufficient money to a place of livelihood. In today’s competitive world, there is a lack of motivation in the workforce.

There is a fear in the minds of people – fear of losing their jobs if they do not do their work right in the very first time, fear of failure, fear of not achieving the best salary hike and the list goes on. Work life has become so demanding, fast paced, stressful and chaotic that we are forced to seek ways of achieving personal stability from within. We are asking questions like, “What’s meaningful work for me?”

If a company focuses only on a single bottom line profit, then it will not sustain. Organisations need to understand that if their employees are happy, they will be more productive and creative which in turn will work as a win-win situation for both the employees and the organisation. Workplace spirituality is becoming a growing concern for the organisations, employees, and job seekers. People are looking to the workplace to fulfil their spiritual needs and on the other hand, organisations which can fulfil spiritual needs of the employees are getting positive work outcomes.

It sounds bit weird that spirituality can affect the goal of any business, which is to make a profit. But this has been proved in various research. A Harvard Business School study examined 10 companies with strong corporate cultures and 10 with  weak  corporate  cultures,  drawn  from  a  list  of  207  leading corporations. The researchers found that there is a strong co-relation between the organization’s corporate culture and its profitability.

Organisations high in workplace spirituality outperform those without it by 86%. Also, such organisations are high in motivation, reportedly grow faster, increase efficiencies, and produce higher returns on investments.  Stronger religiosity generally has a positive impact on levels of satisfaction. Indeed, those identifying themselves as deeply religious and not so deeply religious were found to be more satisfied with life than those identifying themselves as slightly religious.

How can spirituality be made a part of workplace? Organisations are holding seminars on spiritual leadership, group vision, religious diversity, and some have even set aside a meditation/prayer room where workers can go during the workday. Various practices like integration of core values and core business decisions, leadership practices including servant leadership- the desire to serve others first in preference to self, Employee Assistance Programs and other practices that support the growth and development of the employees can be included in the workplace.

POWERGRID Corporation of India Limited felt a need to provide spiritual growth training to its employees, so that it helps them in improving their performance. It organised programs with considerable spiritual contents. Employees were provided training by Art of Living Foundation and Isha Foundation. Based on the analysis of the results, it had been observed that program was proved to be effective for most of the participants and especially for those who practiced the kriya from the day of completion of the program. The participants were able to see the difference in their personal as well as professional life after completion of this program. So, let us get involved in the spirituality movement and try to create a sense of meaning and purpose at work and a connection between the company and its people.

For Further information on coaching & Visit Our Website contact; Kevin Kerley (Leadership Development Coach) 07973440597