From Doing to Being: The Moment It All Clicked
Inspired by Ryan Gottfredson’s Vertical Development Framework
When I read Ryan Gottfredson’s article Go Vertical in the March 2024 issue of Talent Development Magazine, something clicked. His distinction between horizontal and vertical development and his call to emphasize BEING over DOING in leadership put words to what I’ve long believed: that true transformation doesn’t come from adding more skills, but from upgrading the system that runs them.
Gottfredson’s metaphor was simple and powerful: most leadership development programs are like downloading more apps onto an iPad. But what leaders really need is an upgrade to the operating system itself. That operating system, he explains, is the nervous system, the body’s communication and regulation network that governs 95% of our thoughts, judgments, and behaviors, often unconsciously.
This idea resonated deeply with me. As an experienced leader in healthcare IT and more recently a certified leadership and performance coach, I’ve spent years helping people navigate change, lead with clarity, and grow with intention. And while tools and tactics have their place, the most meaningful shifts I’ve witnessed and experienced come from within.
Coaching the Operating System, Not Just the Apps
My coaching approach is built on the belief that transformation begins inside. Whether I’m working with a nonprofit director, a healthcare executive, or someone navigating a personal crossroads, the process starts with refining the internal systems that shape how they think, feel, and lead.
Here’s what that looks like in practice:
Nervous System Regulation: We explore how stress, reactivity, and emotional patterns show up in the body—and how to build greater emotional intelligence and resilience through breathwork, mindset tools, and somatic awareness.
Character Alignment: We clarify values and examine the moments when instincts (like fear, control, or urgency) override what matters most. This work builds integrity, courage, and grounded decision-making.
Psyche Awareness: We uncover the beliefs and mindsets that drive behavior—often unconsciously. By bringing these patterns into awareness, clients gain the power to choose new ways of thinking and leading.
Purpose & Legacy: We connect the dots between personal values and long-term impact. Whether someone is leading a team or leading their life, this work helps them move from reactive to intentional, from emotionally-driven to values-driven.
Inspired by Vertical Development
Ryan Gottfredson’s work gave me language and validation for what I’ve been intuitively practicing. His emphasis on vertical development, on upgrading the quality of a person’s character and psyche align beautifully with the coaching I offer through Barb Tobi Coaching.
I’m grateful for his insights, and I’m excited to continue building a coaching practice that helps people lead and live from the inside out.
Ready to Explore Your Inner Operating System?
If this approach resonates with you, I invite you to explore my Services or reach out to book a Discovery Call. Whether you’re a formal leader or someone seeking clarity and growth, I’d be honored to walk alongside you.
