AGREEMENTS.
ACCOUNTABILITY.
ALIGNMENT.

THAT’S THE WORK.

Because leadership doesn’t break at the decision,
it breaks at follow-through.

The A3™: Leadership Reset

We design clarity so follow-through happens. The three essential elements:
What changes in 30 days? Clear ownership. Predictable execution. Less rework.
Claim Your Spot in the Reset

“Jay Williams shows leaders how to turn decisions into behavior — so execution becomes reliable instead of hopeful.”

Execution doesn’t break down because of bad strategy or weak talent.
It breaks down because clarity is missing — expectations stay vague, ownership is unclear, and priorities compete.

The brain doesn’t act on intent. It acts on clear agreements.

That’s leadership. Making expectations explicit, reducing friction, and ensuring execution actually happens.

That’s what A³™ does.

3 sessions. 30 days. Real change.

LET'S TALK TODAY

“Hope is not a leadership strategy. A³ builds one.”

A³ rebuilds the leadership system so follow-through becomes reliable — not heroic.

Turn Expectations Into Execution

When execution matters, leaders don’t need more ideas — they need a system that holds.

Most execution problems don’t come from strategy — they come from unclear agreements and fading accountability.
When ownership is ambiguous and alignment drifts, even strong teams begin to slow down.

A³™ rebuilds the leadership system so follow-through becomes reliable — not heroic.
A3 logo
“He helps senior teams execute decisions consistently, not just agree on them.”

Most leadership problems aren’t strategy problems. They’re clarity problems.

This work teaches founders, executives, and leaders at all levels to change how they decide and act—turning decisions into clear agreements, follow-through into accountability, and effort into alignment—so teams move faster with less friction. The work is simple, scalable, and sustainable.

This isn’t insight work. It’s leadership work that changes behavior and sharpens execution.

Learn More

decisions don’t drive behavior. agreements do.

What I Do as a Behavioral Strategist

I extend that clarity into concrete behaviors by embedding agreements, accountability, and alignment that leaders and teams can act on.

I help leaders move beyond plans by installing systems that turn strategy into consistent execution.

I turn leadership growth into lasting business momentum, driving consistent performance, healthier cultures, and results that scale.

“Jay helps leaders make promises their organizations can actually keep.”

Hardwiring leadership behaviour that scales+

Leadership Needs

+ 0 %

Front-line leaders say they’re not getting as much support from managers as they need.

  • Center for Creative Leadership

Support Gaps

0 %

Front-line leaders report the guidance they do receive falls short.

  • Harvard Business Review

Employee Growth

0 %

U.S. and Canadian employees believe having someone to turn to for professional advice is essential.

  • Harvard Business Review

Productivity

0 %

Improved productivity produced by Coaching

  • Human Capital Institute

Well-being

+ 0 %

Increase in well-being brought about by coaching

  • International Journal of Evidence-Based Coaching and Mentoring

Job Satisfaction

0 %

Employees reported improvement in job satisfaction after coaching

  • Journal of Occupational and Organizational Psychology

Performance

+ 0 %

Team Performance boosted by coaching

  • Center for Creative Leadership

Leadership

0 %

of leaders show improved effectiveness with coaching

  • Harvard Business Review

Leadership

0 x

companies reported an average ROI of 6 times the cost of behavioral coaching sessions

  • Harvard Business Review

Behavioral Strategy →

Trusted by
These
Brands+
microsoft
redken
klein
logo1
logo2
logo3
logo4
logo5
logo6
logo7
logo8
logo9
logo10
logo11
logo12

HOW FOLLOW-THROUGH BECOMES THE DEFAULT

First: We establish what “good” looks like — turning live decisions into clear, binding agreements.

Then: We pressure-test those decisions in real time, designing accountability directly into the work.

Next: Leaders run it inside their own teams. No scripts. No supervision. Alignment becomes operational.

Finally: We reconvene to refine it — stress-testing decisions, reinforcing accountability, and locking alignment in.



Because leadership doesn’t change through insight alone. It changes when decisions are structured to stick.

Committed to development

Who it's for

A³ Behavioral Framework helps leaders lead through clarity, not control. It sharpens how leaders create agreements, establish accountability, and align priorities—so execution follows.

Grounded in how the brain processes clarity and ownership, A³ shifts leaders from managing activity to leading people, building the discipline to decide faster, say less, and create alignment that holds.
Testimonials

WHAT PEOPLE ARE SAYING ABOUT JWCO+

This vs. That is a handbook for every leader regardless of their level of experience. The individual chapters explain how to make better choices for your business, your organization, and your people. Taken as a whole, it provides a complete philosophy of leadership that will raise your game. ”
If you recognize the need to improve your leadership, This vs. That shows you how. Each chapter shows why certain choices lead to mediocrity and others lead to excellence. If you haven’t examined your own leaderships assumptions and practices, this book will give you the right path forward. ”
In healthy organizations you don’t need a title in order to lead. What you do need is the right thinking and the right understanding to move a group of people toward the future. This vs. That is something everyone on your team should read whether they are in a position of authority, leading a group of their peers, or employees newly empowered to hold their leadership accountable to what’s best for the business. ”
The need for your team to buy into your company’s mission is well understood. But, does everyone know what great leadership looks like? This vs. That lays out in clear detail the choices your leadership should be making. I can’t think of anything more important for you to get buy-in on than that. ”
Too many people walk around with the unspoken assumption that leaders are born not made. This vs. That is the best conversation starter I’ve found to show how anyone in your organization can be a leader, a better leader, or simply acquire the kind of thinking that drives results. ”

Two Books
One Transformative Philosophy+

This vs that

We all have tons of choices but really there are only two options: This vs That
Buy The Book
View List of Chapters
Chapter 1. Trust
Chapter 2. EQ vs. IQ
Chapter 3. Socrates vs. Confucius
Chapter 4. Commitment vs. Compliance
Chapter 5. Agreement vs. Expectation
Chapter 6. Willingness vs. Ability
Chapter 7. Acknowledge and Question vs. Defend and Explain
Chapter 8. Conversation vs. Confrontation
Chapter 9. What vs. Why
Chapter 10. Curiosity vs. Courtesy
Chapter 11. Leadership vs. Management
Chapter 12. Growth vs. Fixed
Chapter 13. Humble vs. Hubris
Chapter 14. Pivot vs. Persevere
Chapter 15. Brainstorming vs. Agenda
Chapter 16. Face it vs. Fake it
Chapter 17. Facts vs. Feelings
Chapter 18. Praise vs. Punishment
Chapter 19. Respond vs. React
Chapter 20. Reputation vs. Revenue
Chapter 21. Feedback vs. Criticism
Chapter 22. Renegotiated vs. Broken Promises
Chapter 23. Consensus vs. Compromise
Chapter 24. Reasons vs. Excuses
Chapter 25. Influence vs. Authority
Chapter 26. Hope vs. Wish
Chapter 27. Adapt vs. Avoid
Chapter 28. Values
Chapter 29. Beginning vs. Ending
Small Book with a Big Message!
Terrence McKee - "This vs That"
This is a short & easy read with a big message. Keep a pad, pen or your phone close as you'll want to make notes. It's a springboard for realizations about your present and ideas for your future . . . The Table of Contents alone gives you a glimpse of the wonderful ride you're in for! BRAVO Mr Williams! This book will not disappoint . . .

Leave Your Mark

The skills necessary to make a difference do not require a title—only a shift in thinking, perspective, and behavior. Leave Your Mark is a book about leadership based on a lifetime of experience, study, and leading.

Buy The Book
View List of Chapters
Chapter 1. Leave Your Mark
Chapter 2. Can I Buy a Value?
Chapter 3. Walk the Walk
Chapter 4. What Comes After Sex?
Chapter 5. What Business Are You In?
Chapter 6. With Great Power Comes Great Responsibility
Chapter 7. Got Trust?
Chapter 8. EQ: Genius has Its Limits
Chapter 9. Get Up! Get on Up! Get Up off of that Couch!
Chapter 10. How do You Like Me so Far?
This is just a great read!
John Palmieri - "Leave Your Mark"
The best things that I always take from whenever I hear Jay speak or read his book is, I feel like I'm a better human because of it. Becoming a more mindful leader and being more purposeful in all my coaching goes beyond being better at "my job." It grows my relationships with everyone I come in contact with. Read, learn, live, repeat:)
Services

leadership
conflict
communication
culture

Watch Videos

How Can You Keep Employees Motivated?

Discover How To Maximize Your Business’s Potential

How Should You Handle Disagreements As A Manager?

Why Effective Leadership Starts With A Focus On Your Thinking

How to Help an Underperforming Team Member

Why Leaders Need To Frame Their Questions Around ‘What’ Instead Of ‘Why’

WHEN SHOULD YOU FIRE SOMEONE?

CAN I BE FRIENDS WITH THE PEOPLE I LEAD?​

TAKE THE ASSESSMENT

How skilled are
your THINKING,
CHOICES,
AND LEADERSHIP?

TAKE THE ASSESSMENT →
Schedule a Conversation

Work with jay+

First Time
conversation
15 minutes

Schedule Now

Client
conversation
30 minutes

Schedule Now

Team
conversation
60 minutes

Schedule Now

leadership lab
conversation
90 minutes

Schedule Now