About Us

Discover Your Business’s Full Potential with Dr. Cyndi Laurin

For CEOs and Business Leaders who:

  • Have hit a growth plateau
  • Struggle with resource allocation
  • Need clarity to assemble key success elements
  • Seek expert guidance for complex challenges

Dr. Cyndi Laurin offers:

  • Holistic, tech-enabled business transformation
  • Personalized roadmaps for sustainable growth
  • Collaborative problem-solving
  • Comprehensive optimization of processes, people, products, and profit

Ready to reignite your team and achieve measurable results?

Many of today’s businesses place excessive emphasis on trying to emulate the success of another business.

Books, webinars, and many conferences center attention on recounting the actions of a successful business, leaving folks believing that if they just do what the successful company did, they’ll get the same results. This is not how it works.

To get the best results suited for your business, you have to delve into the driving forces that underpin achievement in the first place. Your company already possesses the essential components required to cultivate a lasting competitive edge. What may be missing is the structure and map to put the pieces together in a way that delivers the results you are looking for.

Cyndi formulated the “Four Pillars of Organizational Greatness” to serve as a simple framework to uncover your organization’s undercurrent and how it impacts your capacity to grow and create value in the world. 

The relationship between the pillars creates a resiliency that support growth at all stages of the business life cycle. 

When the pillars are aligned, it will ignite your path towards GREATNESS. While most companies work to optimize the individual parts of their organization, the most successful ones optimize the relationships between the parts.

To create an engaging and innovative culture, it requires thinking and acting in ways you haven’t in the past. It’s not that people naturally resist change. They just need to see the value, or immediate benefit, to the change. Once the value proposition is clear to your team, they will become a force to be reckoned with. 

Cyndi’s approach to leadership is unique in many ways:

For starters, she has an fresh and immediately actionable definition of leadership which is committing to the success of others.

  • Extensive experience: With 20+ years of expertise in developing leaders at all levels of the organization as well as improving culture and performance, she brings a wealth of knowledge to her work.

  • Customized solutions: Cyndi is authentically curious and get high marks as an innovative problem solver. She tailors her content to align with each client’s specific goals, culture, and challenges, rather than offering a one-size fits all approach.

  • Ability to cut through complexity: She has a unique gift for quickly identifying and addressing the core issues in complex business challenges with a friendly but firm approach, allowing her to align people and deliver tangible results efficiently.

  • Holistic perspective: Cyndi is well known for her ability to read a room, so she combines this with the notion that business as an ongoing system of refinements to dive far beyond surface-level issues to generate new thinking and create lasting cultural shifts.

  • Multifaceted expertise: As an award-winning author, captivating speaker, and seasoned consultant, Cyndi combines her knowledge, wisdom, and commitment to others’ success to deliver comprehensive solutions.

  • Focus on sustainable change: Her work aims to create mindset and cultural shifts that sustain over time, rather than just providing short-term fixes.

  • Emphasis on employee engagement: Cyndi’s methods are designed to reinvigorate teams and energize employees to come to engage and innovate each day. 

  • Practical application: Her work includes developing methods to stabilize and standardize systems and processes to ensure readiness to scale.

  • Diverse industry experience: Cyndi’s work has impacted organizations of all sizes, at all stages of the organizational life cycle, from startups to Fortune 500 companies, across a wide range of industries.

  • Academic foundation: Armed with a Bachelor’s in Industrial Technology, two Master’s (Industrial & Technical Studies, and Leadership & Organizations) topped off with a PhD in Leadership & Organizations from UC Santa Barbara, along with her university teachings in Industrial Technology, Quality Management Systems, Entrepreneurship, and Management & Organizational Behavior, she brings a strong theoretical backing to her practical approach.

    All in all, Cyndi’s unique expertise and experiences allow her to cut through the noise and confusion to rapidly align your team, tackle most pressing issues, and deliver tangible results to propel your business forward.


    Innovative Books for a
    Competitive Advantage

    Be a Frontline H.E.R.O.

    A Parable to Propel
    Your Job & Life

    Be a Frontline H.E.R.O.

    A Parable to Propel Your Job & Life

    Recognized as one of Amazon.com’s #1 New Releases in Business Leadership Training, this book has already made a significant impact, empowering numerous managers to propel their teams to new heights.

    With its concise and accessible format, “Be a Frontline H.E.R.O.” is a quick and enriching read, packed with five practical tools that can be applied immediately. Get your copy today and embark on a journey towards becoming a H.E.R.O in your organization! Your team and your career will thank you.

    The Rudolph Factor

    Finding the Bright Lights that Drive Innovation in Your Business

    The Rudolph Factor

    Finding the Bright Lights that Drive Innovation in Your Business

    Step into the heart of organizational excellence with “The Rudolph Factor.” Go behind the scenes of THE BOEING COMPANY’s acclaimed C-17 PROGRAM – honored twice with the prestigious Baldrige Award.

    Released in 2009, this captivating narrative delves into the blueprint for achieving extraordinary success, a top pick that Businessweek.com deemed one of the “20 Great Summer Reads.” Discover how people-powered transformations can propel your organization to new heights.

    Catch! A Fishmonger’s Guide to Greatness

    Stop Floundering and Become More Effective in Your Life and Work

    Catch! A Fishmonger’s Guide to Greatness

    Stop Floundering and Become More Effective in Your Life and Work

    Embark on a journey with “Catch!” – a groundbreaking book that offers an in-depth look at the inner workings at the world-renowned, PIKE PLACE FISH MARKET.

    If you’re eager to create a work environment that fosters enthusiasm, innovation, and unmatched customer satisfaction, “Catch!” is your key to success. Join the ranks of tens of thousands of readers who have already experienced its transformative power.

    What’s a Rudolph,
    you ask?

    Do you have a penchant for thinking “outside the box.” If so, you may have found yourself labeled as a change agent, intrapreneur…or, in some cases, a trouble maker. Paradoxically, despite many business leaders looking for disruptive and innovative thinking, you may have found yourself surprised when your contributions were met with less than open arms.

    This phenomenon always bewildered me, particularly since I have personally encountered ostracism for exactly the innovative and disruptive thinking and solutions that companies hired me to provide.

    One day, it struck me that my experiences bore a striking resemblance to Rudolph, the red-nosed reindeer. Rudolph’s challenges to fit in, yet his eventual triumph, mirror those of today’s unconventional thinkers, including myself.

    In essence, we are armed with systems-based perspectives and wisdom in business from an eagerness to test and refine ideas in the workplace. At times, we are cast as outsiders, but those experiences teach us to strategically leverage our talents to quickly resolve some of the most complex and pressing challenges at hand.

    Wondering if you might be a Rudolph? Click here to find out by taking a brief 10-min assessment with 97% reliability that will reveal what makes you tick.

    Embracing Rudolphs Within Your Business: Unlocking Your Secret Weapon

    You may not be aware that some of your most creative and passionate team members are actually your secret weapon. While everyone has innovative thinking in some capacity, a small fraction of us channel our super powers into the realm of solving complex business problems rather quickly. 

    Comprising roughly 10% of any organization, Rudolphs’ talents remain vastly untapped, mostly due to culture dynamics or uninspiring reward structures. 

    If you are not able to identify any Rudolph’s among your team, that wouldn’t be a surprise. For our own sanity and sanctity, most of us learn to navigate beneath the radar. We are high-level, systems thinkers who connect the dots that others may not even see. We are highly engaged with our work, and under the right conditions, our reward is simply creating meaningful impact.

    There is no glory in being a Rudolph. Our inquisitive minds are often a double-edged sword. Our relentless curiosity of why things are done a certain way can appear like we are challenging deeply-rooted traditions. Consequently, we may be perceived as threats or sources of disruption. 

    As a result, many of us will embark on colorful career paths in search of a place where our penchant for solving problems and our unyielding pursuit of creating positive impact are not only leveraged but celebrated.

    Leveraging Your Team’s Natural Inclinations to Achieve Organizational Greatness

    Knowing ~10% of every organization is made of up Rudolph’s, do you know who yours are? Are you harnessing their unique thinking for the benefit of your business and your customers.

    If you’re not sure, invest the best use of 10-minutes of your time by scanning the QR code below, and take the first step in learning your own natural inclinations. Then, share it with your team to discover how to best leverage the talent you already have. 

    The Core Value Index™ is the first assessment of its kind (not a personality or behavioral profile) that will tell you what your team members’ greatest strengths are, and what energizes them and motivates them most at work.

    Some notable outcomes my clients have experienced include:

    • Enhanced team performance
    • Improved communication
    • Streamlined decision making
    • A boost in leadership effectiveness
    • Healthier culture of engagement

    Core Value Index™

    Share with your team to discover the latent potential that already exists within your organization. Let us help instill systems and processes to realize your team’s most innovative ideas, and put them into action!  

    Cyndi (Crother) Laurin, PhD

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