Creating the conditions for others to be their best selves.

About Me

Brad Allen

My name is Brad Allen.

My purpose is to Create the conditions for others to be their best selves.

I am an accredited performance coach/mentor and skilled facilitator.

My background is in Business, Project and People Manager, primarily in the IT sector.

What I do


I coach, mentor and facilitate.

I’ve delivered coaching and mentoring to individual senior managers within several organisations, including GE Healthcare and Trend Micro.

I’ve facilitated group learning across multinationals covering offices in Ireland, the UK, Mexico, India, Switzerland and Czech Republic.

Coaching is cutting through the B.S. in a positive and non-judgemental way to ensure we think properly and thoroughly about what we need and want to do, and that also we actually go about doing what we say we will do.

Coaching and Mentoring

There is a very fine line and often disagreement between what is coaching verses mentoring. My take on this subject is simply that coaching is the tool we use to professionally manage structured conversations. Mentoring on the other hand is bringing experiences to the table so that the client can extract the mentor’s learning and, if applicable, apply pieces of that learning to their own situation.

The right models and tools

How I do it

My coaching & mentoring approach draws on my 20 years of professional experience as well as the tried and tested methods from a number of thought leaders including:


My approach is as follows:

The Simply Effective SME method.


My core tools include:

  • Jess™ tools for resilience-building
  • SEPA (Start and End Point Analysis) (As-Is-To-Be with actions)
  • Root Cause Analysis | Appreciative Inquiry
  • The Wheel of…
  • Psychometric diagnostics: Signature Strengths, VbIM, 16PF, JIT/MBT, EI/EQ, Firstbeat

In structured coaching conversations, I utilise various methods, including:

  • Provocative Conversation
  • Elicit Greatness
  • Decisions: Values and Choices
  • Navigate through curiosity
  • Recognise the Perfection in Every Situation
  • Focus on what is important
  • Champion the Client
  • Respect the Client's Humanity
  • Intervention Styles
  • Question Styles
  • The 3-Step Coaching Technique: Who, What & How
  • Intellectual Openness
  • Emotional Openness
Situation specific tools

I use several situation specific tools, that include:

  • Questionable beliefs
  • Poor Performance
  • Responsibility
  • Goal not progressing (What will happen…)
  • Getting to the root of a situation
  • Exploring the Issue (via GROW)
  • Confused about Purpose / What is your purpose
  • Leading groups when merging / collaborating

In building momentum and depth, I use a raft of techniques including:

  • 101 Elements of a Person
  • 360 Feedback
  • Appreciative Inquiry ('4-D' Model)
  • Challenging ANTS (Automatic Negative Thoughts)
  • Bulls Eye Value Survey
  • Essentialism (3 minimum & 3 extreme)
  • Force-Field Analysis
  • FUDCRUD (testing for a personality disorder)
  • Future Picture Framing (NLP)
  • Clarifiers
  • Did I do my best… | (Daily) Active Questions
  • Good Outcomes (Planning for)
  • Goal Setting (SMART, PURE, CLEAR)
  • GROW[TH]
  • Organisational Analysis
  • Understanding Type, Strengths & Traits
  • Strengths Circle (or wheel)
  • Switching Perspectives (exercise)
  • The Personal Agenda for Change
  • The Autobiography
  • Understanding Values
  • What's important right now?
  • What is needed to succeed further?
  • The Perfect Day

Being the person you want to be!

We choose how and when we put ourselves in the way of experiences that are aligned with our values and that make use of our stronger strengths. When we do that we are more inclined to feel enthusiastic and engaged. We also have a better chance of being the person we want to be.

A better understanding of who we are can help us make better choices about where we put ourselves and what we do when we are there. When we follow-through on our commitments, when we do the things we promise ourselves and when we are appropriately engaged with everyone and everything around us, we make optimal use of our precious time and energy. A better understanding of more optimal ways to think and act increases the likelihood that what we do is done in a way that makes the best use of our available time and energy.

Choices - doing the right things, the right way

My coaching and mentoring will share with you the idea that values and traits are at the core of how we experience the world around us. We use values and traits to build and adopt beliefs. We use beliefs to drive our behaviours, consciously and unconsciously. We use beliefs to evaluate our experiences, and this directly influences our sense of progress and achievement. Also, in a sense, beliefs encompass our goals in that goals represent the desired future state of something that we believe to be important.

Behaviours/Experiences, Beliefs and Values/Traits Model

Within the coaching journey, an important focal point is the gap between desired and actual behaviours and experiences. Since our beliefs are used to drive our behaviours and to evaluate our experiences, focus on the required beliefs also becomes important during coaching.

Building efficiency in thinking and doing

My coaching and mentoring will share know-how relating to these five aspects of efficiency in thinking and doing:

Brad’s mentoring, will help you look at interactions:

  • Your thoughts and how they are collected and organised;
  • Your interactions with the physical world including the office space, the desk and filing, and how specifics are managed;
  • Your interactions with the electronic world, such as files and folders, emails, instant communications, and ultimately anything that can and does grab attention;
  • Your interactions with those above, below, and around to ensure those interactions are more appropriate and that information can be processed and handled quickly and easily.

With Brad’s mentoring you will reach the place where:

  • Requests are received, processed, absorbed, deflected, or deferred without interrupting flow.
  • Everything is managed in a timely, calm and focussed manner.
  • Better decisions are made.
  • Those around you know where you are going and what needs to get done to get there.
  • You have confidence that what you are doing at any given moment is the most important thing to be doing at that moment, i.e. there is no regret, concern or guilt about what you are not doing.

Within this place you will find that you have control of your choices and you are making maximum use of your time whilst minimising the use of your available energy and resources. In this state you are being simply effective.


Brad Allen

I am an accredited performance coach/mentor and skilled facilitator. My background is in Business, Project and People Manager.

Since 1993, I’ve been bringing people, technology and process together. I’ve worked across functional, geographic and cultural boundaries to deliver over 50 business reengineering, software development and IT transformation projects. I’ve helped launch five businesses and three new business units.

  • 6 years leading corporate IT change programs;
  • 10 years leading enterprise IT system and software integration services;
  • 3.5 years building educational software;
  • 3 plus years coaching and facilitating senior managers.

The projects I’ve managed include solutions for Eircom, ESB, Eirgrid, Forfás, Radio Telefìs Èireann, and Cork County Council, as well as the guiding of a 30 strong geographically spread team of software developers in Houghton Mifflin Harcourt from Waterfall to Agile Scrum.

In 2014, I formally branched into coaching and facilitation. Since then, I have delivered coaching and mentoring to individual senior managers within several organisations, including GE Healthcare and Trend Micro. I’ve also facilitated group learning across multinationals covering offices in Ireland, the UK, Mexico and Czech Republic.

My focus is helping others perform better and achieve better outcomes. As well as measurable success in this regard I have a rich experience of Corporate life, specifically in driving and managing technology adoption within corporate environments, designing and delivering IT solutions, and facilitating agile based web software development.

I help build the pieces that create change. I bring creativity, discipline and professionalism to the management, coaching and facilitation of businesses and their leaders. My strengths include creativity, honesty, having perspective and being persistent. And, above all I give a damn. My approach motivates and helps create the momentum to bring about real change.


European Mentoring and Coaching Council Accredited Practitioner European Mentoring and Coaching Council

I am an accredited practitioner with the EMCC and I subscribe to the EMCC Diversity Policy and Code of Ethics (see



I have a can-do-attitude and hands-on approach, having employed a multitude of coaching tools, business models and frameworks, and used project management philosophies from, the early incarnations of Prince and PMBOK, to Waterfall and to Agile Scrum. I consider continuous improvement as a matter of course and I am skilled at understanding and transforming sales, business and delivery processes and technology.

My insights


Read my blog posts

Clarity from Complexity


I am a Director of Cogtio. Cogtio, provide Jess™ licencing, training, certification and support.

Cogtio is the single master license holder and are licenced to use Jess™ and to train, certify and licence others to use Jess™.


Jess is a methodology and a set of physical tools. It helps people to perform at their best and stay well through life and work stressors. Jess™ Programs enhances the ability of coaches, counsellors and facilitators to help individuals and teams understand what will help them growth and retain resilience.

Visit to learn more about how we enable resilience building.

Contact me at Cogtio to learn more about how I help other to perform at their best and stay well through life and work stressors.

Solving complex problems

Starfish Taylor

I do Freelance Facilitation work with Starfish Taylor.

Starfish Taylor helps large, multi-national organizations solve complex problems through creatively designed, artistically-inspired, event-based consulting projects, meetings and workshops, and targeted advisory services.

Contact Brad at +353 (0)21 234 8008 or via to learn more about how Starfish Taylor is helping organisations solve complex problems.

In the Beginning…

TPAssist (Time & Productivity assistant) started life as a means to deliver customisations and templates for Mindjet Mindmanager®. MindManager was then as it is today, the market leader in the mind mapping software Market. As Mindjet evolved their software into the powerful business tool that it is today, the need for customisations diminished. The search for new ways to assist with time management and productivity led to David Allen’s Getting Things Done® approach. Initially a complement to the software development, consulting in productivity soon became the primary focus. In 2014, in addition to offering business, project and people management, I formally branched into coaching and facilitation.

Contact Brad

Simply Effective is based in County Cork, Ireland.

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