Everyone has a WHY.
They just need your help to find it.
Help your clients get unstuck, find clarity, make better decisions and find fulfillment in all they do.
That's what a Simon Sinek Certified WHY Coach does. At WHY School®, you'll learn Simon's own method for helping people discover what drives them when they're at their best.
Talk to our WHY team.
Early Adopter Pricing (save $1,500)
Program also includes:
- 25 ICF continuing-education credits
- Access to the Global WHY Coach Community
- Access to live virtual events with Simon
And more…
The Best Place to Start is with WHY
Most coaches start in the middle. Their clients show up without a foundation, no clear sense of purpose, a feeling that their life and work don't line up, a quiet fear that they're not good enough. So coaching becomes a series of decisions made in the dark.
That's why coaches hit the same wall.
A WHY Discovery changes that.
When you start with WHY, you and your client have a place to start before the work begins:
- A purpose they can say out loud.
- Alignment with what they actually value (not what they think they should).
- Clarity on who they are and what makes them them.
When you start with WHY, you get a different kind of client. One who:
- Is internally motivated and ready to move forward.
- Answers their own questions instead of waiting for you to.
- Reaches profound clarity in a single session.
Simon talks about WHY not because it matters more than WHAT or HOW, but because it's the piece that keeps getting skipped. Skip it, and nothing that follows has a north star.
Why People Choose WHY School
For the People You Serve
Greater Clarity
Help people better understand who they are at their natural best.
Better Decisions
Help people make choices aligned with their values and purpose.
A Stronger Sense of Purpose
Help people articulate the impact they want to have in their work and lives.
For You
Simon's Proven Methodology
Learn the exact WHY Discovery process Simon has used for years.
Confidence Guiding Others Through Discovery
Develop the skills and confidence to help others uncover and articulate their WHY.
Ongoing Learning & Community
Continue growing through Simon's content, live events, and a global network of practitioners.
My life changed when I discovered my WHY. My passion leapt to levels I had never experienced before. I had a new confidence and a clarity of what's next that set me on the path I'm on today.
I've spent over a decade trying to make a case for the power of WHY. Now I'm ready to ask for help. I want as many people as possible to find their WHY. Which means I need coaches, lots of them, to join me in common cause.
Let's work together to build a world in which people wake up every day inspired, feel safe wherever they are, and return home fulfilled by the work they do.
New to the WHY? Watch Simon's famous TED Talk — watched over 70+ million times.
How to Become a Certified WHY Coach
Step 1
Choose your cohort date and check out
Step 2
Block your calendar for the entire 4-day training program. (This is your commitment to yourself and your cohort's success!)
Step 4
Do your pre-work and join your cohort for live sessions together.
Step 5
Get certified and change the lives of those around you!
Limited Seats Available
Cohort Dates and Times
All classes are virtual and taught by Simon's Master Trainers
Certification Is Just the Beginning
As a Certified WHY Coach, you will get:
- Official WHY Coach Certification and Badge
- 25 Continuing Education Units (CEUs) with the International Coaching Federation (ICF)
- Learn Your Own WHY
- Practice with real people and master trainers
- Quarterly live virtual events with Simon
- Access to an amazing, supportive global community of like-minded coaches
- Free access to Leaderful Pro (a $299 value)
Plus, Coming Soon…
- Certified WHY Coaches Directory
- Marketing materials to help you grow your coaching practice
- Exclusive events and continuing education for Certified WHY Coaches
Hear from Our WHY Coaches
Ashley T, Ph.D.
Life, Executive, and Academic Coach
“This is step one for me. This is the foundation of my entire practice because I am so bought in. I believe in this so deeply that I don’t feel like I can effectively coach people, groups, unless we start with this. Because this gives me insight into everything else that we will accomplish moving forward. This is what my entire practice will be based on.”
Geoff R.
Counselor and Coach
“I’ve spent thousands of dollars on training and education and certification. I think honestly, hands down, this was probably the best. It was just impactful in a lot of different ways. Personally, relationally, professionally.”
Stella D, Ph.D.
Leadership Coach
“This training gave me the confidence and mastery to conduct real WHY Discoveries - not just scratch the surface. My clients now describe their WHY as their personal compass, and I’ve seen them pivot careers, strengthen relationships, and make bold choices with clarity and confidence. They now have language for what they did not have words for. And putting words to their feelings has helped them move to action. I couldn’t do this work without the certification.”
Who Is This Program For?
This program is for anyone passionate about helping others unlock their potential. It will take your ability to serve others to the next level. People who join us include:
Executive & Life Coaches
Looking to deepen their practice with a proven transformation framework
HR & L&D Professionals
Creating purpose-driven cultures where people feel connected and engaged
Corporate Trainers & Consultants
Who want tools that inspire true alignment and motivation
Educators & Financial Planners
Who want to equip people with the clarity to make better decisions and thrive
Join the WHY School Community
Help people find greater clarity, purpose, and direction using Simon's proven WHY methodology.
Special Pricing: $3,499 (Regularly $4,999)