Building better sales + customer success leaders.
57% of employees leave a company
because of their leader, costing the business $20,000-$60,000 or more.
But the story doesn’t end there.
Companies that invest in the development of their front-line leaders are 4.2x more likely to outperform their competitors that don’t.
Meet the High Performance Leadership OS™
powered by Forward Coaching.
Through a combination of online learning modules, worksheets, templates, exercises, and 1on1 coaching with one of the top leaders in tech, Forward Coaching clients are empowered with an operating system that allows them to do their best work.





Adam Griffin
Founder of Forward Coaching
and the High Performance Leadership OS™
I have been an executive and sales + customer success leader in the tech industry for the past 15 years, and studied Leadership at Stanford’s Graduate School of Business.
3 things became very obvious over the course of my career:
(1) The gap between high performing leaders and low performing leaders is significant, and has a very real and measurable impact on revenue and culture.
(2) Leadership development is oftentimes absent in growth-focused companies, as it gets squeezed out by other priorities.
(3) Great leaders always have a repeatable operating system that allows them to build high performing teams across roles and time.
And that last point is the root of Forward Coaching and the High Performance Leadership OS™.
I’m glad you’re here.

Meet the High Performance Leadership OS™
Through a combination of online learning modules, actionable worksheets and templates, and 1on1 coaching, Forward Coaching clients are empowered with an operating system that helps themselves and their teams show up each day with clarity and focus on the most important objectives.
But we go beyond numbers and metrics. We’re going to build systems for creating a candid culture of learning and growth that help people do their best work in an environment they love to be a part of. A core function of great leadership is great coaching, and you’ll be equipped with questions and insights that will help build a great team by being a great coach.
Let’s move Forward.
Pillar 1 Setting the Tone
Module 1 Craft the vision. Your team will produce their best work when they understand the “why” behind where they’re headed and are aligned with that vision.
Module 2 Goals + objectives. With a clear “why” your team also needs to know the “how” of their role, including where they currently stand and the leading indicators that will drive future success.
Module 3 Modeling the way. Even if it’s not obvious, your team is watching you and looking to you for a model of how to show up each day representing what “great” looks like.
Coaching Session After completing modules 1, 2, and 3, including follow up exercises and worksheets, you will schedule a Momentum Session where we will review your outputs, and coach through any growth opportunities.
Pillar 2 Building a High Performing Team by Design
Module 4 Enabling the team. Low-performing teams oftentimes feel stagnant or that their needs and ideas are continually blocked or ignored internally. Great leaders understand how to sell these needs and ideas internally, up the chain, to help their team get unblocked and gain momentum.
Module 5 Productivity by default. Great leaders understand where their team’s time is best spent, and provide them with the structure and training necessary to allow them to focus on their most important work day in and day out.
Module 6 Empowering the team. High performing teams feel empowered to make decisions that are best for the business and themselves so the leader isn’t continually the bottleneck for making progress.
Coaching Session After completing modules 4, 5, and 6, including follow up exercises and worksheets, you will schedule a Momentum Session where we will review your outputs, and coach through any growth opportunities.
Pillar 3 Enabling a Culture Your Team Loves
Module 7 Emotional intelligence. Emotional intelligence is the ability to helpfully navigate our own emotions and the emotions of others, which vary widely by situation and context. Emotional intelligence is key to building and maintaining healthy relationships among the team.
Module 8 Decision making. Making difficult decisions usually have outsized impacts on the output and happiness of the team. Making them with empathy, diligence, logic, and tying them back to the core objectives of the team and business help align everyone that’s impacted by the decisions.
Module 9 Continuous learning. By intentionally building continuous learning and education into the team, camaraderie of the team improves as everyone has access to the best practices, is clear on what is and isn’t working well, and enables a culture of experimentation and improvement.
Coaching Session After completing modules 7, 8, and 9, including follow up exercises and worksheets, you will schedule a Momentum Session where we will review your outputs, and coach through any growth opportunities.
Pillar 4 Building Business by Building People
Module 10 Leading individuals. When you have visibility into the ambitions of the individuals on your team, you can map those to learning opportunities that allow them to grow within the confines of their existing role.
Module 11 Managing conflict. Managing conflict quickly and thoughtfully builds a stronger and more resilient team. The goal is never to avoid conflict, but to use it as an opportunity to build trust and durability among the individuals.
Module 12 Culture of feedback. Creating a culture of feedback and radical candor shortens the growth curve for the team, while providing a sense of calm and clarity to direct reports.
Coaching Session After completing modules 10, 11, and 12, including follow up exercises and worksheets, you will schedule a Momentum Session where we will review your outputs, and coach through any growth opportunities.