Become a Certified Values Coach
Help people reconnect with what matters most.
The Values Coach Certification equips you with the tools, frameworks, and professional credential to guide individuals and teams toward clarity, alignment, and meaningful performance.
This is not just a coaching course. It is a practical system for helping people live and work in alignment with their core values.
What is a Values Coach?
A values coach helps individuals and organizations close the gap between what they say matters and how they actually live and lead. It’s some of the most meaningful coaching work there is — because values sit underneath everything: goals, decisions, relationships, performance, and purpose.
Most coaching approaches touch on values briefly. This certification puts them at the center. You’ll leave with a rigorous framework, a suite of practical tools, and the confidence to facilitate deep values work with individuals, teams, and organizations of any size.
Who is Values Coach Certification For?
This program is designed for people who are already doing meaningful work with others and want to add a rigorous, research-backed values methodology to their practice. That includes:
- Leaders and managers who want to lead with values and help their teams do the same
- Executive and life coaches who want a structured values framework to deepen client work
- HR and L&D professionals building values-based culture programs inside organizations
- Facilitators and trainers who run leadership development or team programs
- Therapists and counselors who use values-based approaches such as ACT
Benefits of the Values Coach Certification
Greater impact with clients. When people get clear on their values — truly clear, not just a ranked list — they make better decisions, build better relationships, and perform at a higher level. You’ll be the person who helped them get there.
A deeper coaching toolkit. You’ll move beyond surface-level values exercises and into a methodology that produces real, measurable change. You’ll know how to assess values, identify misalignment, and build action plans that stick.
A genuine competitive edge. Values-based coaching is one of the fastest-growing areas of professional development. Organizations are actively looking for practitioners who can do this work with rigor — not just warmth. This certification signals exactly that.
Values Coach Certification — Course Overview
Six modules. One complete toolkit.
1. The Values Foundation
Establishes the philosophical, scientific, and practical groundwork for values-led living and working. Introduces the Values Pyramid, the research behind the Values Institute’s approach, and the distinctions coaches need to articulate clearly.
2. Measuring Values
Trains coaches to administer, interpret, and debrief the Values Assessment. Positions the assessment within the broader landscape of psychometric and profiling tools, giving coaches confidence when working alongside other frameworks.
3. The Values Coaching Process
The heart of the certification. Introduces the Values Alignment Method™—a named, repeatable coaching framework—and provides practical tools for each stage. Coaches graduate with a clear process and toolkit they can use from day one.
The Values Alignment Method™
- Discover — Assessment + deep conversation to surface core values. Tools: Values Assessment, fulfilment reflection, values of people you admire, Five Whys.
- Clarify — Prioritise, define in the client’s own language, test for authenticity. Tools: Rule of Three, intrinsic/extrinsic test, means vs. end values, values-as-identity statements.
- Align — Gap analysis between stated values and how life/work is actually lived. Tools: Values-based decision-making matrix, values under pressure assessment, junk values audit.
- Activate — Design commitments, experiments, and micro-practices to close the gap. Tools: Values-based micro-habits (10-step process), SMART values, if-then planning, rituals, environment design.
- Sustain — Accountability rhythm, progress markers, and values integration over time. Tools: Values-based mindfulness practice, weekly reflection, rites of passage, values overlap for relationships.
4. Values in the Workplace
Equips coaches to work with teams and organizations. Uses the Values Pyramid as a diagnostic tool and covers facilitation, co-creation, activation, and communication of corporate values. Draws on the collective values methodology from Start With Values.
5. Building Your Practice
The module most certification programs skip. Equips coaches with the commercial and positioning foundations needed to build a sustainable values-coaching practice.
6. Certification & What’s Next
The capstone module that formalizes the credential and introduces the pathway forward.
The Core Framework: The Values Pyramid
At the heart of this certification is a simple but powerful model of human motivation.
The Values Pyramid maps how people and teams operate—from survival to fulfillment:
- Survival — security, stability, fear-driven decisions
- Belonging — connection, family, respect, inclusion
- Growth — learning, courage, mastery
- Impact — purpose in action, leadership, autonomy
- Fulfillment — legacy, meaning, contribution beyond self
When people are stuck at the base, they become reactive.
When they move upward, they become intentional.
As a coach, you learn how to guide that shift.
What’s Included
Everything you need to start coaching immediately.
Certification & Platform
- Certified Values Coach credential + logo
- Pro access to the Values Assessment platform
- Team assessments with group reporting
- Monthly live coach calls with Brad Hook
Learning Experience
- 22 video lessons across 6 modules (~4 hours)
- Quizzes and practical assignments
- The Values Alignment Method™
- A complete coaching system you can apply immediately
Format
Fully self-paced, online.
Learn at your own pace, with:
- Practical assignments
- Quizzes for integration
- Monthly live community calls
Professional Coaching Toolkit
Includes 20 ready-to-use tools, such as:
- Coaching session guides
- Decision-making frameworks
- Values ranking and articulation exercises
- Micro-habit builders
- Team workshop guides
- Corporate pitch templates
Your Facilitator
Led by Brad Hook, author of Start With Values (Penguin), speaker, researcher, and founder of the Values Institute.
Brad also created the FLAME Method framework and wrote Resilience Mastery (2020), based on over a decade leading the Resilience Institute’s Resilience Lab.
Connect with Brad on LinkedIn and Instagram.
Certification Investment
$995 USD (one-time). No ongoing fees.
What This Unlocks
You don’t just learn about values.
You gain a system to:
- Create meaningful, sustainable change
- Help people make better decisions
- Reduce internal conflict and burnout
- Build aligned, high-performing teams
Next Step: FLAME Instructor Pathway
Certified Values Coaches receive optional access to the next level:
The FLAME Instructor Certification — a complete human performance system integrating:
- Fellowship (connection)
- Legacy (purpose)
- Agility (regulation)
- Mindset (thinking)
- Energy (recovery)
Ready to Begin?
Become a Certified Values Coach and help people live in alignment with what truly matters.
Frequently Asked Questions
What is a Values Coach?
A Values Coach helps individuals and teams identify their core values and align their decisions, behaviors, and goals with those values. This leads to greater clarity, reduced stress, and more meaningful performance.
Who is this certification for?
This program is designed for coaches, consultants, leaders, HR professionals, and anyone who wants to help others live and work in alignment with their values—whether in 1:1 coaching or team environments.
Do I need prior coaching experience?
No. The program is designed for both experienced coaches and beginners. You’ll learn a complete, structured coaching process you can apply immediately.
How long does the certification take?
The program includes approximately 4 hours of video content, plus practical assignments. Most people complete it within a few days to a few weeks, depending on their pace.
Is the program live or self-paced?
It is fully self-paced, with optional monthly live community calls for ongoing support and development.
What certification do I receive?
What certification do I receive?
How much does it cost?
The investment is a one-time fee of $995 USD.
What can I do after becoming a Certified Values Coach?
You can:
• Coach individuals using the Values Alignment Method™
• Run values workshops for teams and organizations
• Use the Values Assessment as a diagnostic tool
• Integrate values into leadership, culture, and performance programs
Can I use this in my existing coaching or consulting practice?
Yes. The framework is designed to integrate seamlessly into existing methodologies, enhancing your current offering rather than replacing it.
How is this different from tools like MBTI or DISC?
MBTI and DISC describe personality and behavior.
Values work focuses on what truly matters—the deeper drivers of decision-making, motivation, and fulfillment.
Will I get tools I can use with clients immediately?
Yes. You’ll receive 20+ professional coaching tools, including session guides, worksheets, and frameworks you can apply right away.
Can I charge for values coaching after certification?
Yes. The program includes guidance on positioning, pricing, and client acquisition, so you can confidently offer paid services.
How do I get clients as a Values Coach?
You’ll learn how to use the Values Assessment as a powerful entry point for conversations, lead generation, and client engagement.
Is there ongoing support after certification?
Yes. You’ll have access to a monthly community call and an ongoing network of certified coaches.
Do I get access to the Values Assessment platform?
Yes. You’ll receive professional access, including the ability to use assessments with clients and teams.
Is there a payment plan?
Currently, the program is offered as a one-time payment. Payment plans may be introduced in the future. If you are experiencing financial hardship or would like to apply for a scholarship, please contact us.
Is there a refund policy?
We offer a 30-day refund policy. If the program isn’t right for you, simply reach out within 30 days of purchase for a full refund.
What is the Values Alignment Method™?
It’s a structured coaching process that guides clients through five stages: Discover, Clarify, Align, Activate, and Sustain—turning values into daily action.
What is the Values Pyramid?
A five-level model of human motivation—from survival to fulfillment—that helps diagnose where individuals or teams are operating and how to move them upward.
Is there an advanced certification?
Yes. Certified Values Coaches can progress to the FLAME Instructor Certification, expanding into a full human performance and culture transformation system.
