Case study: From surface behaviours to what really drives performance

When East Riding of Yorkshire Council (ERYC) came to us in late 2019, they wanted a fresh angle on leadership development. They were looking for a spark. Something that could achieve deeper self-awareness, ignite more purposeful leadership, and shift how people worked together – inside and out.

They’d tried the usual tools. You know the ones – trait-based profiles, preference models, frameworks that describe behaviours and actions.

They all had one thing in common: they stayed at the surface.

What ERYC needed was something different. Something deeper.

Then the world changed

None of us knew what 2020 had in store. But when the pandemic hit, leadership stopped being theoretical. It became urgent. Emotional. Real.

What started as a development initiative suddenly became a lifeline. PRINT® helped leaders understand themselves and each other in a time when everything felt uncertain.

The PRINT® shift

From the very first session, PRINT® struck a chord. Leaders described it as scarily accurate – not just in what it revealed about them, but how it made sense of the people around them.

Instead of focusing on what people do, PRINT® revealed why they do it. The unconscious drivers behind brilliance. And the deep motivations behind those reactive, less-than-proud moments we all have when we’re in Shadow.

Suddenly, things clicked. Tensions made sense. Motivation got personal. And leaders started to see each other with more empathy.

Turning insight into action

Over six months, 120 leaders at ERYC embarked on their PRINT® journey. Through Discovery sessions and High Performing Team masterclasses, they explored how their Unconscious Motivators® shaped not just their own behaviour, but also team dynamics, communication, and performance.

They built a shared language. Identified strengths and blind spots. And most importantly, they learned how to spot the triggers that knock them into Shadow – and the strategies to stay in Best Self.

They turned reflection into activation. Leaders began applying PRINT® insights to real decisions, live tensions, and high-stakes conversations.

The ripple effect

What started as a personal discovery quickly became cultural. Leaders were more open. Teams more connected. Communication sharpened. Assumptions fell away, replaced by curiosity.

This new understanding released the potential that had always been there but sometimes became blocked.

And from there, everything started to flow.

The spark

At ERYC, PRINT® gave leadership the tools and techniques to reach new heights.

Because when leaders see what drives them – and others – they lead with more clarity, empathy, and conviction.

And that’s the kind of shift that lasts.


Inside track: Sara Arnold, Learning, Skills & Workforce Development Group Manager at ERYC explains the impact PRINT® is having across the organisation, and how it supported employees to bring out their best selves during lockdown and working from home.

Sarah, how has PRINT® added value to your leadership team so far?

PRINT® has been instrumental in building awareness across project teams, departmental teams and for individual development.

PRINT® has been invaluable in celebrating our differences and diffusing difficult situations. We’ve used it as a tool to explore challenges and create strategies to positively and productively move forward. It’s resulted in building much better relationships and really respectful understanding of one another.

How has the language of PRINT® helped spark meaningful dialogue at ERYC?

We’ve found that the language of PRINT® creates an inclusive common ground for us to use and leads to more professional and respectful conversations. PRINT® shifts your perspective and enables you to appreciate and understand another person’s point of view, it’s really powerful to start crucial conversations with.

So, what’s next for ERYC?

Beginning PRINT® development with 120 leaders has been a powerful first step for ERYC.

Now with its own seven-strong team of accredited in-house PRINT® coaches, the organisation is powering forward in its quest to cascade and further embed PRINT® across its workforce. It’s a brilliant example of how ERYC is committed to investing in people development.

Leadership isn’t just a title. We all have a brilliant opportunity to lead and manage ourselves. PRINT® empowers us to do this successfully and sustainably – just as we’re seeing at ERYC.

If you have an appetite to move yourselves and the people around you, and to remain resilient whilst grappling with ambiguity, PRINT® is a fantastic tool to take with you on your journey. Want to discover how it could supercharge your development toolbox? Contact us to find out more.