The leadership thinking AI can’t replace and the execution your business can’t do without

You’ve hired smart, capable people.
 So why do projects stall, deadlines slip, and results fall short?

It’s not intelligence. It’s not effort.
It’s the missing agreements that turn promises into progress.

That’s where I come in.

I’m Jay Williams, a Corporate Behavioral Strategist and creator of the  Leadership Reset. In three sessions over 30 days, I help leaders hardwire what AI can’t deliver: agreements, accountability, and alignment.

When those three lock in, talented people stop underdelivering—and start compounding results.

3 sessions. 30 days. Real change where AI leaves off.

AI doesn’t lead people.
People lead people.
Or nobody leads at all.

– Jay Williams

THE A³:
The Three Essential Elements+

Technology can’t fix broken promises, missed deadlines, or teams pulling in
different directions. Those are human problems and they need human solutions.
AGREEMENTS:
Without clear agreements, even the best people guess wrong. I help leaders set agreements (not expectations) so sharp they eliminate excuses and ambiguity.

ACCOUNTABILITY:
Accountability isn’t punishment. It’s structure. When follow-through becomes the default, results become predictable.

ALIGNMENT:
Alignment is everyone rowing in the same direction. No silos. No competing priorities. Just momentum that compounds.

The A³: Leadership Reset

Most leadership programs drag on for months. Most don’t stick.

The A³ Leadership Reset is different. In just 3 sessions over 30 days, we solve the 3 essential elements of leadership:

No retreats. No binders. No wasted months. Just leaders who reset, refocus, and start delivering now.

If you’re not clear, your people are guessing. I give leaders clarity of values, culture, priorities, and metrics — then lock it down with A³: agreements, accountability, alignment. The result? Leaders who think strategically, act with confidence, and perform in ways no one can ignore

simple.

scalable.

sustainable.

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.

Behavioral Coaching: Fueling the Fire of Culture+

Leadership Needs

+ 0 %

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

Support Gaps

0 %

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

Employee Growth

0 %

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

Productivity

0 %

Improved productivity produced by Coaching

Well-being

+ 0 %

Increase in well-being brought about by coaching

Job Satisfaction

0 %

Employees reported improvement in job satisfaction after coaching

Performance

+ 0 %

Team Performance boosted by coaching

Leadership

0 %

of leaders show improved effectiveness with coaching

Leadership

0 x

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

Trusted by
These
Brands+

The "I Do, We Do, They Do, Group Do" method

tailored behavioral 
coaching

I Do: Provide expert modeling and facilitation to set the foundation.

We Do: Conduct collaborative workshops and co-construct tailored coaching sessions.

They Do: Enable participants to engage in independent practice to solidify their skills.

Group Do: Facilitate follow-up 90-minute group Behavioural Coaching Training calls to reinforce learning and foster ongoing development.

Committed to development

Who it's for

behavioral coaching is designed for leaders who want to improve their ability to lead teams through creating agreements, holding people accountable, to align with organizational goals. It’s ideal for those looking to develop the thinking, skills, and confidence to stop managing tasks and start leading human beings.

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
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.

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:)

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WHEN SHOULD YOU FIRE SOMEONE?

CAN I BE FRIENDS WITH THE PEOPLE I LEAD?​

How skilled are
your THINKING,
CHOICES,
AND LEADERSHIP?

Work with jay+

First Time
conversation
15 minutes

Client
conversation
30 minutes

Team
conversation
60 minutes

leadership lab
conversation
90 minutes