The Question Worth Asking

Most COOs are technically excellent. Fewer are certain they're operating at their full commercial and strategic potential

The COO role is one of the most complex and least defined at senior level. There's no standard qualification, agreed professional pathway or consistent definition of what excellent looks like. The role varies widely depending on the business and the leader to whom you report.

Most COOs figure it out by doing. This works to a point.

This programme creates the space to stop and ask a question. Not whether you are doing the job, but rather whether you're doing the right version of it. Are you delivering at the levels required commercially, strategically, culturally and in terms of the environment you're creating for your colleagues?

> You want to contribute more commercially and strategically beyond the finance function

> You're aware that your communication to the board, to the executive team and to your finance team could be sharper and more impactful

> You want to understand the cultural dimension of the CFO role more deliberately

> You want to engage with the wider leadership team with more confidence and commercial authority

> You're aware there's a gap between technical financial excellence and genuine commercial leadership

> You want an approach for thinking holistically about your colleagues and the environment you've created for them

> You want to be seen as a business leader who happens to be an outstanding finance professional rather than a finance function that reports to business leaders


What's Included

Everything you need. Nothing you don't.

A complete self-contained experience designed to be finished in a single sitting or broken into manageable chunks on mobile.


17 Short Video Lessons

Stories with a point, practical frameworks, real-world observations and reflective questions. Each video under eleven minutes, most under four.

Roughly 43 minutes total. Mobile enabled.


Live Online Forum With Rob

A group session led directly by Rob Evans, an award nominated CFO with 35+ years of operational experience across 150+ businesses worldwide. Real answers from someone who has been in the role.

Direct access. Your questions answered.


Practical Frameworks To Keep

A six step approach to operating as a strategic CFO. PPMCleadership™️ and The Natural Cycle of Team Success™️, proprietary frameworks drawn from direct operational observation across 150+ businesses. Designed to be immediately applicable rather than theoretically interesting.

Applicable immediately. No theory.


How The Programme Works

A journey, not a lecture.

The content unfolds deliberately. Each stage builds on the last. Revealing what's inside would diminish what you experience when you get there, so we won't. What we will tell you is how it's structured and what changes by the end.


Where You Begin

Orientation

Before anything else, you're invited to settle, slow down, and approach what follows with genuine openness.  The programme establishes a way of thinking about the CFO role, and about leadership more broadly, that reframes everything that comes after it. 


The Strategic CFO

A Six Step Approach To Operating At Your Full Potential

The centrepiece of this programme. A structured approachto the commercial, strategic and cultural dimensions of the CFO role drawing on mindsets, methods and specific operational insights from 35+ years of observing what excellent finance leadership looks like in practice. Practical, memorable and immediately applicable.


The Lenses Others Apply

How Others Actually Judge You

A simple, memorable framework is introduced that captures the five dimensions by which your colleagues are evaluating you, whether they tell you so or not. You'll return to this framework later in the programme having reflected on your overall contribution. 


The Middle

Stories, Observations & Honest Questions

The heart of the programme moves through a series of short focused videos, each one a story with a point, an observation from the real world or a framework drawn from more than thirty five years of operational experience. Each video ends with one or more questions directed at you and your specific situation. Some will be comfortable. Some won't. 


The Leadership Environment

PPMCleadership™️ and The Natural Cycle of Team Success™️

Two frameworks for thinking clearly about the environment you and your senior colleagues have created for your people and where your team is in its development cycle.  The CFO who understands both operates with a level of clarity and intentionality that most finance leaders develop slowly through experience, if at all.


Where You Arrive

Clarity & Next Steps

The programme doesn't end with a summary, it ends with a challenge. What have you concluded? And where do you go from here if you want to go deeper? The final videos are short, sharp and deliberately uncomfortable in the best possible way.


A Note On Format

17 Videos. Roughly 43 Minutes. No Padding Or Repetition.

Every video has one job. It either teaches something, provokes something or challenges something. Nothing is included because it sounds impressive. Most videos are under four minutes. The longest is under eleven and earns every minute. You can complete the entire programme in a single sitting or break it into fifteen minute chunks on your phone. When you're done you should have things to think about that you didn't have before.


An Introduction To The Outperformance Highway Approach

Programme Author: Rob Evans

Highly Experienced International Business Executive

Rob's content, insights and methodologies encapsulate the lessons of over three decades of international business experience and related research, observation and reflection. 

In a rich and varied international business career Rob has been:

  • Operationally engaged with over 150 businesses around the world
  • Closely involved in over 50 actual or potential acquisition transactions
  • A part of a senior management team that grew a South African domestic business into a dual listed technology group employing over 8,500 people and operating in over 80 countries
  • Nominated for the South Africa CFO Of The Year Award when serving as Chief Financial Officer of a $6.5 Bn turnover group  


'When I needed career advice at a major career junction, I turned to Rob for help and he quickly jumped on a call with me despite the time zone difference. 

I left that call with clarity and focus. 

I left that call feeling empowered, supported and super-sensible! 

I left that call knowing that I just needed to make my plan and execute it. 

This is how Rob helped me get to this point: 

-- Firstly, Rob effortlessly sets you at ease. Simply put, he's genuinely a nice guy, and you're going to feel that humility, energy, and warmth permeating every part of the consulting call with this corporate heavyweight as he makes an authentic and kind human connection with you. 

-- Secondly, he's going to ask you relevant straightforward questions about the situation that will help him draw a picture of what's happening in your career or organization, and help you be clear on what's happening in your head. 

-- Thirdly, expect valuable insights as your mind opens up to opportunities where you had only seen obstacles before, and finally expect him to point you to practical, actionable next steps to move you forward. 

It's all substance and no fluff drawn from his extensive and multifaceted career in the corporate world.' 

- Yvonne Chin Irving, Executive Director & Communication Consultant at CET


'I had the pleasure of working with Rob Evans whilst at Logicalis and I can't speak more highly about him. Not only is Rob incredibly insightful and knowledgeable, he is a genuine person and great fun to be around. Love his stuff.'

- Gary Lomas, Sales Director at Onnec Group


'I am a huge fan of Rob and encourage you to check this out, he has great insights  #improvedoutcomes'

- Gahn Lane, Vice President Global Channel Partners And Alliances at Pindrop


'I would thoroughly recommend Rob's courses. He is a very successful and astute business leader with a wealth of experience to share.'

- Mark Graham, CIO at The Counselling Foundation


'Fantastic Practical Learning Experience'

- Mevin Anenden, Senior Client Manager at Logicalis


'All the critical issues we face in building a business are dealt with cleverly and interestingly'

- Chris Griffiths, Marketing Director at Travel A La Carte Ltd

Who This Is For

For CFOs and finance leaders who want to operate at their full commercial, strategic and cultural potential.

This programme works whether you're an established CFO looking to evolve your impact, a finance director stepping up to a more strategic role, or a senior finance leader who wants a structured approach to thinking about leadership beyond the numbers.

> CFOs who want to operate with more commercial and strategic impact beyond their financial expertise.

> Finance leaders who want to communicate more powerfully to the board, to investors and to the leadership team.

> CFOs who want to think more deliberately about the cultural dimension of their role.

> Finance leaders who want a more holistic approach for thinking about their team, their wider organisation and the environment they've created.

> Any finance professional who wants to be seen as a business leader first and a finance expert second.

One-time payment £49

Everything included. We find participants who engage quickly get the most from the programme and the forum access is structured to support this.

  • 17 short video lessons (roughly 43 minutes total)

  • Mobile enabled - watch in chunks of 15 minutes

  • Reflective questions throughout to personalise the learning

  • Practical frameworks you can use immediately

  • Action oriented - 30 days to complete videos before forum

  • Live online forum session led directly by Rob Evans

  • Direct answers to your specific questions and situation

  • Guidance on the most relevant next programme for your role