YOU ARE VASTLY MORE CAPABLE THAN YOU REALIZE. AND THAT MEANS YOUR DREAMS ARE CLOSER THAN YOU THINK.

It’s not crazy to want more. It’s human. In fact, it’s a sign passion is alive in you. But if you want to achieve your vision, you can’t just sit still.

So, what’s your next move?

PUT YOUR HANDS ON THE WHEEL,
FIX YOUR EYES ON THE ROAD,
AND GET YOUR MIND IN GEAR

If you’re like the high performing executives and entrepreneurs we serve, despite all of your success, you still feel stuck in the gap between your present reality and the much greater, much bolder, totally thrilling but unrealized vision you have for your life. You need to close the gap, but how? Wrestling with this question might even keep you up at night.

For our clients, the answer is Meta Performance® Coaching. Meta Performance Coaching is the most effective way to get in the driver’s seat of your own life and create the future of your dreams.

Our work together begins by getting curious about what lies beyond the skills and ways of being you’ve already mastered. It’s about breaking through self-imposed limits and making the seemingly impossible quite literally possible. If you’re ready to invest time, resource — and most of all yourself — to pursue a thrilling personal vision that’s worth the cost of transformation, Meta Performance Coaching can help you move Beyond High Performance® to create the life you currently only dream about.

XYZ TBD is a coaching and advisory practice built on an empowering belief: Everything is to be determined. The future isn’t something that just happens. Instead, we get the futures we co-create. For leaders who are bold enough to ask, this question changes everything:

What are you truly capable of?

HORIZONS OF FOCUS

  • Coaching begins by clarifying your vision for the future. Vision is essential because vision is the boss. Everything you’ll do in the context of coaching is in pursuit of – and service to – your vision. A true Meta Performance vision includes goals you’ve never accomplished before, ignites your personal passion, strikes you in some way as desired but seemingly impossible and, as it occurs to you, is worth the cost it will take to fulfill.

  • Your mindset is shaped not only by the things you think about, but also by how you think about those things. In coaching, you’ll be challenged to identify and transform your limiting beliefs. You’ll get curious about the way your thoughts give rise to emotions and behaviors. And you’ll learn to think in ways that expand what’s possible.

  • Strategy is disciplined decision making aligned to a desired outcome. Consistent, deliberate, empowered action breaks seemingly impossible goals down to bite-sized possibilities. Clear vision drives clear action. And clear action returns clear results. In coaching, you’ll discover the most resourceful actions you can take by getting specific about your vision and working in sprints to close the gap between your present reality and your desired future state.

COACHING
ISN’T EXPENSIVE.

IT’S EXPANSIVE.™

Are you a right fit client?

  • We may be right for each other if you are ready to grow beyond the accomplishments and skills for which you’re already known. Right fit clients are teachable, curious about what they don’t know, and comfortable with being uncomfortable in the pursuit of growth.

  • We may be right for each other if you’re interested in your own development not only for how it benefits you but also how it will positively impact the people you serve in business, the community, and even at home. Right fit clients are driven by a purpose that includes and values others.

  • We may be right for each other if your vision for the future causes you to see coaching as an investment and not an expense. Right fit clients are focused on the outcomes they want to achieve so they ask, “How much value can I create as a result of being coached?” rather than, “How much will coaching cost me per hour?” Coaching with XYZ TBD doesn’t exhaust money. It excavates potential.

WHAT LEADERS SAY

“I’ve known DJ for more than 15 years, first as a creative leader and now as the founder of XYZ TBD. In his work as a coach, he brings a presence that is clear, creative and challenging. He’s driven but down to earth. He doesn’t back away from asking the tough questions, but he remains compassionate in the process. If you’re at the top of your game but still sense there’s more to life and want to expand your vision with the support of a coach, DJ will be a valuable partner to help you realize your full potential.”
____

Tina Kozak
CEO | FRANCO

“Many coaches and consultants who are sharp and direct are, unfortunately, limited in kindness and empathy. Not so with DJ. Behind his brilliance is a genuine, humble, and magnetic compassion. More than anyone I’ve ever met, DJ has the ability to listen, understand, and distill the big ideas that can unlock the deepest potential in leaders and their teams. Perhaps his strongest gift is holding the dynamic tension between realism and optimism. He sees challenges in ways that help clients overcome and take new ground. DJ is a partner and advocate in the truest sense of those words. I’ve seen him help people consistently shift from chaos to clarity.”
____

Jim Niedzinski, CFP®, AIF®
CO-FOUNDER | MOTIVE WEALTH ADVISORS

“Working with DJ is a game-changer. His approach is unlike anything I’ve experienced (and I am a coach myself!). He is deeply intuitive, disarmingly honest, and refreshingly human. DJ asks the questions that stick with you – the kind that shift your thinking long after the conversation ends. I trust him and recommend him without hesitation to any leader who is ready to grow with courage and clarity.”
____

Kelly Scheer
COACH + HEALTH CARE STRATEGIST | KCC

ABOUT THE COACH


  • META PERFORMANCE COACH + TRUSTED ADVISOR

    DJ Hurula leads coaching and clarity engagements for senior executives and entrepreneurs, helping them expand what’s possible as they commit to a thrilling vision, transform their self-limiting beliefs, and put their learning into practice with winning strategies. 

    His approach uses the Meta Performance® Coaching Model based on select IP and frameworks from Novus Global — the industry leading coaching firm that helps visionary leaders go Beyond High Performance.® This model is more powerful and more resourceful than typical executive coaching because it invokes a goal line (results) and soul line (personal growth) focus, anchored in the client’s personal vision to help them push beyond their self-imposed limits and discover their own untapped, life-changing potential. 

    This work has transformed DJ’s own leadership and has allowed him to become a more integrated person in life and business. He says the result has meant greater success, more fulfillment, growth in relationships, and a deep sense of joy tied to purpose.

    DJ is a certified coach through the Meta Performance® Institute, a CultureTalk™ certified partner, and a VisionCamp® certified leader. Before launching XYZ TBD, he was the founder and principal of Stereo, a Detroit area brand strategy practice. Prior to launching Stereo, he led ONE Brand Studio, Inc. from its inception in 2003. He holds a bachelor of arts in communication from DePaul University in Chicago. In 2018, he was honored with an alumni award from DePaul for service to the College of Communication and its students. 

    He engages individual clients for executive coaching, and consults businesses and organizations for visioning, cultural transformation, and strategy.

    Outside of work, DJ is married to his soulmate, Rebecca, and is a proud dad of two daughters. Together, they enjoy travel, food, concerts, community, and investing in causes that help people move forward. DJ believes his work is deeply meaningful but family and legacy matter most.

WAYS TO ENGAGE

META PERFORMANCE® COACHING

Transformative leadership development to help high performers go Beyond High Performance® and accomplish more than they ever imagined possible while remaining balanced, focused, and primed for future growth.

VISION CAMP®

Signature leadership workshop to achieve greater-than-ever clarity around corporate vision, your desired future state, and the actions necessary to fulfill it.

CULTURE TALK™

Archetype-driven culture assessment and development process to help leaders transform organizational culture from an abstract aspiration to a tangible, competitive advantage in the marketplace.

CONNECT

Interested in our work? Have a question? Ready to explore engagement? We look forward to hearing from you. Complete the form below to connect and we’ll be in touch soon.