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Unlocking Your Startup Success with our AQAL Business Coaching Framework

"You've made it to Series A. Congratulations! The pressure is mounting. Your investors are expecting results, your team is looking to you for direction, and somewhere in the back of your mind, imposter syndrome is whispering doubts. You're not alone building an airplane as you're flying it."

In today's fast-paced and complex business environment, startups face numerous challenges that require innovative and holistic approaches. As a professional ICF accredited business coaching firm with a decade of experience in the startup ecosystem, we understand the unique demands on early/late Series A startups crossing the chasm scaling their product-market fit.

Central to our business coaching is the AQAL (All Quadrants, All Levels) framework, which integrates our ten-year systems thinking approach. Created by Ken Wilber, this comprehensive method guarantees that we cover all facets of your startup's development, including leadership and systemic equilibrium.

Why the AQAL Systemic Framework?

The AQAL framework comprehensively addresses all aspects of your startup - objective and subjective, individual and collective. This holistic lens prevents overlooking critical areas, fostering well-rounded growth and sustainable success. Traditional piecemeal approaches may yield short-term gains but lead to long-term stagnation or decline due to unaddressed systemic issues.


The systemic framework helps identify and address misalignments in your startup, such as leadership, culture, processes, and structures, to optimize resources and maximize impact.

"Imagine walking into your office, seeing your team working in perfect harmony. Your culture is thriving despite rapid growth, your systems are scaling smoothly, and you're confidently leading the charge into new markets."

This isn't a pipe dream – it's the power of the AQAL framework in action:

Individual (I):

  • Focuses on the interior world of the leader and team members, including self-awareness, values, motivations, and emotions. The main learning channel here is self-reflection and inner experience.

  • Challenges: Lack of clarity and direction, burnout, and imposter syndrome.

Behavioural/Leadership (IT):

  • Represents outward actions, behaviours, and technical skills. This includes leadership styles, decision-making, and communication strategies. The main learning channel is upskilling in specific domains.

  • Challenges: Poor leadership skills, lack of delegation, poor decision-making, and lack of strategic thinking.

Collective/Social (WE):

  • Focuses on team and organizational culture, including communication channels, collaboration practices, and psychological safety. The main learning channel is cross-pollination and collaboration.

  • Challenges: Ineffective communication, lack of collaboration, and low psychological safety.

External/World (ITS):

  • Represents the external environment, including market conditions, competition, regulations, and societal impact. The main learning channel is consulting and mentoring using best business practices.

  • Challenges: Navigating market conditions, achieving product-market fit, and developing sustainable business models.


Client Experience: The Significance of Our Guided Business Coaching Workshops

Most startups tend to primarily focus on the bottom right exterior quadrant of the AQAL framework, which represents the objective, measurable aspects of the organization, such as systems, processes, structures, and tangible KPI results from investors’ requests. However, neglecting the subjective dimensions (the I/IT/WE quadrants) can be detrimental to a startup's long-term success and overall well-being. Focusing on the subjective dimensions is crucial for several reasons:


1.     Culture and Values Alignment: The left quadrants represents the individual subjective experiences, mindsets, and values of the people within the organization. A strong, aligned culture and shared set of values can foster a sense of purpose, motivation, and commitment among employees, which is essential for driving innovation, creativity, and sustained performance.

2.     Leadership Development: The upper right quadrant encompasses the collective subjective experiences, group dynamics, and shared meanings within the organization. Effective leadership is not just about managing systems and processes but also about inspiring, aligning, and empowering people. By focusing on this quadrant, leaders can develop integral capabilities such as emotional intelligence, communication skills, and the ability to foster a collaborative and inclusive environment.

3.     Employee Well-being and Engagement: The subjective dimensions significantly impact employee well-being, job satisfaction, and engagement. When individuals feel valued, understood, and aligned with the organization's purpose and culture, they are more likely to be motivated, committed, and productive, leading to better retention and overall organizational performance.

4.     Innovation and Creativity: The subjective dimensions play a crucial role in fostering an environment conducive to innovation and creativity. When individuals feel psychologically safe, respected, and encouraged to think outside the box, they are more likely to take calculated risks, challenge assumptions, and contribute novel ideas that can drive the startup's growth and competitiveness.


Neglecting subjective dimensions can lead to employee turnover, low morale, lack of alignment, and an overall disconnect between organizational goals and individuals. Embracing an integrated approach and investing in subjective dimensions can unlock workforce potential, foster a thriving culture, and position startups for long-term success in a competitive business landscape.

Although AQAL Business systemic coaching is beneficial at every stage, our decade experience coaching numerous Startups throughout Europe, has shown us that a universal approach is not effective:

  1. Seed Stage: Focus on individual founder development (I) and initial team dynamics (WE) alignments.

  2. Series A: Emphasis on scaling operations (external - ITS) and maintaining culture during rapid growth (WE) - bottom allignment.

  3. For Series A companies "crossing the chasm," AQAL coaching addresses the critical challenge of transitioning from early adopters to the early majority market. This involves developing robust systems (Lower Right), enhancing team capabilities (Upper Right), aligning organizational culture with scaling demands (Lower Left), and evolving leadership mindsets (Upper Left).

  4. Series B: From our experience, prioritization of leadership development for middle management (I and IT) and optimizing organizational structures (ITS). In this segmentation, we bring our Leadership Development Coaching experience from the multinational markets.

Take the Next Step

"How to Unlock Successful Scale-Up Growth."

Come and discover the advantages of our guided workshops yourself. Get in touch with us to schedule a complimentary coaching chemistry session and access our complimentary eBook, "How to Unlock Successful Scale-Up Growth."

The eBook gives you firsthand experience of using this systemic framework within the startup ecosystem.

Let us help you scale your startup, one step at a time.

➡ Connect with us for a free coaching chemistry session: ➡ Download our Free eBook 🌐 "How to Unlock Successful Scale-Up Growth"


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