Our Process is based on Four Fundamental Beliefs
and is comprised of Three Integrated end-to-end steps.

“Follow Your Passion” is Bad Advice

Conventional career advice frequently given to recent grads is “Follow your passion”.  Unfortunately, this is very bad, and wrong, advice.

Developmental psychology says that we do not really have a clear understanding of ourselves until we are in our thirties.  How can recent grads expect to figure out their passion when they are not yet who they will become?

Research indicates that only about 4% of university grads have any “passion” that is career-related and actionable.  A Canadian psychologist surveyed 600 university students and found that 84% had a passion. However, the were: dance, hockey, skiing, reading and swimming – not very helpful unless your name is Mikhail Baryshnikov, Sydney Crosby or Penny Oleksiak.

Passion is a Derivative Not a Driver

Amy Wrzesniewski, a professor of organizational psychology at Yale University, identified three classifications of work in her research:

  • Job – a way to pay the bills
  • Career – a path to increasingly better work
  • Calling – work that is important to an individual’s life and a vital part of their identity.

Wrzesniewski found that the strongest predictor of someone seeing their work as a ‘calling’ was the length of time they had been doing it. Her conclusion was that the happiest, most passionate employees were those who had been doing their job the longest.

Passion Requires That Three Conditions be Met

Self-Determination Theory (SDT), which has been around for 40 years and is the best framework for understanding why people enjoy their work, identifies three necessary factors:

  • Autonomy – the feeling that you are in control of your work and that your actions are important
  • Competence – the feeling that you are good at what you do
  • Relatedness – the feeling of connection to other people

Combining Wrzesniewski’s research and SDT theory indicates that skills are the true path to any calling.  Using skills generates autonomy, competence and relatedness and the better skills become through practice the higher the level of satisfaction and so on – a virtuous circle.

Just Do It

Passion is not developed in the abstract – no one is not going to have an epiphany and suddenly discover their passion.  Passion will be developed as careers evolve into callings. The path to a calling needs to begin somewhere – the challenge is to make a thoughtful first step.

A Marketing Paradigm Is the Best Approach

A Marketing paradigm is the best way to approach the quest for a career.  A clear, concise Personal Value Proposition articulates what benefits are offered.  The benefits offered facilitate market segmentation which identifies industries, companies and functions that are of interest and with which the PVP will resonate.  Companies are buyers.  Resumes are print ads and, as such, create an impression before the first word is read.  LinkedIn profiles are digital ads.  Networking is business development.  Interviews are sales pitches.  Every point of contact with prospective employers (buyers) including voice and email must make a consistent impression.

launched careers 3 steps

Step 1 – Looking Inward

Working with a seasoned coach, Looking Inward identifies your transferable skills, leverageable knowledge, interests and professional goals and culminates in the development of your Personal Value Proposition using:

looking inward career search


MBTI: The Myers-Briggs Type Indicator® (MBTI®) assessment has helped millions of people worldwide gain insights about themselves and how they interact with others.  It helps guide individuals on career choices, development and management.

Strong Interest Inventory: The Strong Interest Inventory® assessment is one of the world’s most widely respected and frequently used career planning tools. It has helped both academic and business organizations develop the brightest talent and has guided thousands of individuals – from high school and college students to people in mid-career seeking a change – in their search for a rich and fulfilling career.


Guided reflective process that identifies transferrable skills, knowledge, interests, capabilities, preferences and, personal and professional goals.


Insights and perspectives from people who know you well.

Step 2 – Looking Outward

Your coach will guide you through the Looking Outward component of the program to identify target industries, companies and functions that align with your Personal Value Proposition, interests and goals using:

looking outward career search


Classification of business establishments according to type of economic activity providing detailed information on operations and management.




Trade journals and other databases.

Step 3 – Presenting You

Working with your personal coach, Presenting You develops and implements tactics to capture opportunities.

presenting you career search


Develop a compelling resume crafted with the support of a professional writer.



Leverage LinkedIn, Facebook, Twitter and other resources.



Implement an effective networking campaign utilizing proven techniques incorporating specific emails and voice mail templates.



Capture full value from “Informational Meetings”.



Hone interview skills by videoing and analyzing a mock interview.  Prepare for different interview formats i.e., traditional, panel and behavioural interviews.  Develop strategies for responding to typical interview questions.



Secure optimal terms and conditions.