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Online Course

Built on Values® Leader and Coach Certification Course

Prepares coaches, leaders and consultants to implement the Built on Values® culture system in organizations.

Course overview video with Ann Rhoades

About Your Instructor

Ann Rhoades

As PRES and founder of People Ink, Ann Rhoades provides the inspiration and strategic direction for creating values-centric cultures for our clients.

Ann has a respected reputation in the industry for her unique approach to creating customer-centric cultures and is a popular speaker on the subject of customer service and how to build strong high-performance organizational cultures.

Prior to founding People Ink Ann served as the Chief People Officer of Southwest Airlines, Promus Hotel Company (Doubletree Hotel, Homewood Suites, Embassy Suites, and Hampton Inn brands), and Executive Vice President for JetBlue Airways.

Enroll Now

Start and finish whenever you want. You set the pace of the class.

Designed for coaches, consultants, and business leaders.

A proven system that includes videos, supporting file downloads, and quizzes.

Pass the final culture quiz to obtain a certificate.

Course Curriculum

Our complete culture management system available in an online course.

You will learn why organizational culture is important for creating a high-performance organization.

Learn each of the elements of the Built on Values® Culture System.

Prepartion to present the Built on Values® Culture System, with its benefits and ROI, to leaders.

Module Objectives:

  • Conduct a culture strategy and planning meeting with senior leaders.
  • Lead an assessment of the Current and Future states.
  • Develop key communication messages for the “WHY” of culture change.

In this module you will learn how to facilitate the creation of a custom Values Blueprint® comprised of core values, definitions, and behaviors that support the values.

Module objectives:

  • Establish a Values Blueprint® Team.
  • Plan, prepare, and facilitate an interactive Values Blueprint® event.
  • Establish and facilitate a Values Committee to oversee the integration of the values throughout the organization.
  • Develop a communication plan for introducing the values to the organization.

In this module you will learn how to establish a systematic process for hiring ‘A’ Players based on 3 proven best practices: behavioral interviewing, peer interviewing, and interviewing for values.

Module objectives:

  • Help an organization incorporate values into the hiring process.
  • Coach interviewers to write and use behavioral interview questions for both competencies and values.
  • Help an organization include peer interviewers in the hiring process. 

In this module, you will learn how to facilitate the design of a recognition and reward program that will reinforce the organization’s values. Learn how to facilitate the implementation of a values-based performance management process that holds people accountable for living the values daily.

Module objectives:

  • Facilitate the design of a Values recognition program.
  • Develop a plan to incorporate values and behaviors into the performance management process.
  • Design a multi-rater feedback process for the values and behaviors.

In this module, you will learn how to facilitate the development of a comprehensive values-based brand strategy that supports the best customer and employee experience.

Module objectives:

  • Help an organization develop a brand strategy that integrates Values with the customer brand promise.
  • Help an organization develop an employment brand strategy based on values.

In this module, you will learn how to ensure an organization sustains its values-based culture with a discipline of continuous improvement.

Module objectives:

  • Develop an “Organizational Culture Dashboard” for Culture metrics.
  • Develop a plan for employees to learn about the “business of the business.”
built on values culture system


“I am completely blown away by the intentionality behind the Built on Values® Culture Coach Certification development. The online program offered a deep dive into the winning methodology of the BOV Culture System, complete with engaging videos featuring Ann Rhoades. Throughout the course, you feel as if Ann is right by your side, guiding you through every detail of effectively implementing the BOV Culture in any workplace. The modules are well organized and provide a plethora of toolkits, presentations, and resources to ensure a seamless implementation.

The fantastic thing about this program is that it is a relevant and value-added benefit for ANY level across the organization. The BOV Culture Coach Certification is NOT an HR or Senior Leadership Certification. It is an “I want a winning culture” certification. One of the best decisions I made this year! Kudos to Ann and her team @Peopleink. #iambovcertified”

Sheraine Gilliam
Vice Chancellor and Chief Human Capital Officer

group of people pleased with their workplace culture

Additional Resources

Built on values book

Based on Ann Rhoades’ years of experience with JetBlue, Southwest, and other companies known for their trailblazing corporate cultures, the book – Built on Values reveals exactly how leaders can create winning environments that allow their employees and their companies to thrive.

built on values culture book

The Built on Values System

  • Our 5 step model.
  • The role of leadership.
  • Using values in hiring, rewards, branding.


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