Discover the approach that Google, Microsoft, and Ford Are Using To Get Ahead...
"The Groundbreaking Book That’s Helping Leaders Replace Burnout and Turnover with Trust, Growth, and Retention"
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What Is The Coaching Culture Advantage™?
The Coaching Culture Advantage™ — A blueprint for transformational leadership.
Tired of high turnover, disengaged teams, and outdated leadership models?
There’s a better way to lead—and it starts here.
The Coaching Culture Advantage™ isn’t just a book.
It’s your step-by-step playbook for building a high-performing, people-first culture through the power of coaching.
Inside, you’ll discover a proven system used by leaders across industries to:
✔️ Strengthen org performance and mission impact
✔️ Build stronger, more capable leaders and managers
✔️ Boost employee engagement, morale, and retention
✔️ Create a culture where top talent wants to stay
You’ll also be introduced to the Coaching Culture Maturity Model™ (CCMM)—a practical framework that helps you assess where your organization is today and how to grow a culture of coaching that delivers real results.
If you believe your people have more to give...
If you know there’s a better way to lead...
If you’re ready to turn leadership coaching into a true competitive advantage...
This book is for you.
Whether you’re a CEO, Commander, CHRO, CLO, or anyone leading people—you’ll walk away with actionable insights that shift leadership from transactional to transformational.
What Other Happy Customers
Are Saying ...
"Game Changing Framework"
"The BUILD framework transformed how our leadership team operates. After implementing the 15-week kickstart, our employee retention increased by 35% in just six months. This book provides a clear roadmap that any organization can follow to create lasting change."
— Maria Sanchez, CEO, Brightpath Solutions
"Unmistakable ROI"
"As someone skeptical of 'soft skills,' I was blown away by the practical business case this book makes for coaching cultures. The chapter on measuring coaching ROI gave me the exact metrics I needed to convince my executive team. Within a year, we've seen decision-making speed improve across all departments."
— James W.
"The New Way To Lead"
"After twenty years in management, I thought I knew everything about leadership. This book humbled me. The section on differentiating between coaching, mentoring, and therapy was eye-opening.
I now understand why my well-intentioned advice was often falling flat. My team meetings have completely transformed."
— Dr. Priya P.
Who Am I & Why Should You Listen To Me?
Hey, I'm J.R. Flatter.
Founder of Flatter, Inc. and Two Roads Leadership, a leadership development firm with 20+ years of experience serving both government agencies and private sector companies.
Former Marine Corps Drill Instructor turned entrepreneur
Creator of the Coaching Culture Maturity Model™,
a proven system that’s helped train nearly 1,000 coaches and transform dozens of organizations into coaching-driven, high-performance cultures.
I'm here to help you share your message with the world in a BIG way and get paid for it.
TRY IT RISK FREE
Yes, There's Even a 30 Day 100% Money Back Guarantee!
Not sure yet? Try the product out for 30 days and if you aren't satisfied, you can get a full refund AND keep access to the book + bonuses.
