Founded by Glenn Llopis · 2026
Reclaim Your Identity. Rediscover Your Conviction.
For mid-career to senior leaders who are leading well — and quietly wondering what they are leading toward.
Apply as Founding FellowExplore the opportunity
You’ve climbed. You’ve achieved. You’ve led.

And somewhere along the way, you lost yourself, your joy, your identity.

This is your invitation to come home.
20
Years of Fortune 500 Results
100
Founding Fellows Only
7
Proven Frameworks
Leading well — and quietly wondering what you are leading toward
The methodology that transforms how you think, lead, and work with clients
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
You have achieved everything. And lost yourself along the way.
Glenn Llopis
Founder · The Conviction Institute
17-year Forbes contributor
6 published books
20 years of Fortune 500 consulting
A NOTE FROM GLENN
Why I’m doing this now.
I have spent 20 years watching brilliant leaders disappear. Not quit. Not fail. Disappear. Into their titles, their obligations, their performance reviews, their carefully managed reputations. I watched them achieve everything they set out to achieve and arrive at the top quietly hollowed out, leading from muscle memory rather than meaning.
I wrote six books trying to name what I was seeing. Each one was my attempt to document a piece of the answer. It was only recently, finishing the final manuscript and looking at all six together, that I understood they were never separate ideas. They were one story. A complete system for how conviction is built, lost, and reclaimed.
I am opening The Conviction Institute because 20 years of cumulative experience, hard-won wisdom, and proven methodology should not end with me. It should become the foundation others build from. The time has come for 100 Fellows to build legacies thatoutlive mine, carried forward by people who have lived this work, not just studied it.
If something in these words recognized itself in you, I would like to talk.
— Glenn Llopis, Founder
THE REALITY
You’ve given everything. Except to yourself.
You’ve spent years carrying the weight of other people’s expectations. Solving problems you didn’t create. Putting out fires while your own spark slowly faded.
The cost of leading without conviction isn’t just personal — it
cascades through every team, every culture, every life you touch.
"I'm leading 2,000 people and still using frameworks from 20 years ago."
"I used to love this work. Now I dread Monday mornings."
"Everyone thinks I have it together. I'm falling apart inside."
"I don't recognize myself anymore. I've lost who I am."
"I want to lead differently, but I don't have a roadmap."
THE CONVICTION FORMULA
How conviction is earned.
OpportunityInnovationPersonalizationUnleashingReinvention
CONVICTION
Conviction isn't something you're born with. It's something you earn through how you lead.
THE OPPORTUNITY
A business partnership, not a training program.

For 20 years, Glenn Llopis transformed exhausted executives at Fortune 500 companies using his proven Leadership in the Age of Personalization (LAOP) methodology. Now, for the first time, he is personally coaching and certifying just 100 Founding Fellows to
 carry that methodology forward — and share in what it produces.

Here is what that means in practice.
Most leadership programs take your money and hand you a framework. You learn it, you try apply it, and six months later you’re back where you started — only lighter in the wallet.
This is different in a specific way: when you transform through the LAOP methodology, you  become certified to deliver it. The same transformation that heals your leadership also becomes the foundation of a practice. The conviction you rebuild in yourself becomes the thing you help others rebuild in theirs.
Personal transformation and professional opportunity aren’t two separate promises here. They are the same promise, unfolding in sequence. You cannot build a meaningful coaching practice on a methodology you haven’t lived. And once you’ve lived it — once you’ve done the real work of reclaiming your identity — sharing it isn’t a business decision. It’s a natural  next step.
That is what a business partnership means. Glenn isn’t selling you a certification. He isinvesting in you as a steward of work he has spent 20 years building — and granting you a limited license to make it your own. Not to recite it. Not to replicate it. To internalize it so deeply that it becomes the way you think, the way you lead, and the way you work with clients.
Catholic Health
Coca-Cola
General Mills
General MTargetills
PepsiCo
Lilly
Schneider Electric
Cardinal Health
Catholic Health
Coca-Cola
General Mills
General MTargetills
PepsiCo
Lilly
Schneider Electric
Cardinal Health
Catholic Health
WHAT YOU RECEIVE
Everything you need to transform and thrive.
Founding Fellows receive a complete business partnership — content, community, certification, and the limited license to make the methodology their own.
Founding Fellow Investment
$19,997
/year
$1,997
/month
Total Annual Value: $170,000+
Rate locked forever · 50 spots remain in Cohort 1
Apply as Founding Fellow
01 — World-Class Content
The LAOP System
Market Value: $25,000
The same LAOP system that transformed thousands of Fortune 500 leaders. 20 years of proven frameworks, summit recordings, and proprietary research. Lifetime access including 8+ full-length LAOP summits
02 — Elite Network
100 Exceptional Leaders
Market Value: $15,000
Exclusive access to 100 exceptional leaders. Monthly masterminds. Quarterly 1- on-1s with Glenn. Relationships built to last decades. Direct access across four annual sessions — valued at $2,500 each.
03 — Thriving Community
Your Peer Council
Market Value: $18,000
A mastermind group of 6–8 Fellows at your level, meeting monthly. Annual in- person retreat built around relationships, not content delivery. This is not a Slack community with a weekly Zoom. It is a peer council.
04 — Coaching Certification
LAOP Certified
Market Value: $20,000
Become LAOP Certified in 4–6 months. The credential, the methodology, and the authority to transform exhausted leaders with confidence. Comparable to ICF- accredited programs at $15K–$25K.
05 — Limited License
Make It Your Own
Market Value: $50,000+
The centerpiece of the partnership. A limited license to internalize and deliver Glenn's proven LAOP methodology — not as a script, but as your own. Same system proven at General Mills, Walmart, CVS Health, and Target. Carried forward by you.
06 — Personal Brand Playbook
Radical Consistency
Market Value: $10,000
Discover, define, and live your personal brand with radical consistency. The proprietary framework Glenn uses with  Fortune 500 executives — personalized, with ongoing refinement. You will never drift back to your comfort zone.
07 — Speaker Series
Advisory Board Access
Market Value: $12,000
Private Fellows-only sessions with Glenn's Advisory Board — a council of proven Fortune 500 executives and institutional leaders. Quarterly roundtables, monthly speaker sessions, and exclusive 1-on-1 mentorship opportunities.
08 — Assessment Suite
Diagnostic & Commercial Rights
Market Value: $20,000
Six proprietary assessments with personalized analysis,quarterly tracking, and full commercial licensing to use with your coaching clients. Enterprise licensing value exceeds $10,000.
PROVEN RESULTS
What transformation actually looks like.

The Conviction Institute gave me a framework I had been missing for years — the discipline to understand the internal problem (who I am and what I stand for) before trying to solve the external one (what the organization needs from me). Without that clarity, you cannot create new possibilities. Glenn doesn’t just teach this — he builds the runway that takes you from where you are to where you are capable of going. This is not a training program. It is a complete system for leading from the inside out.

Arthur Valdez
C-Suite Executive & Board Member

The LAOP methodology transformed how I lead — not by giving me new tactics, but by sharpening what I solve for. Glenn helped me rediscover possibilities in my team I had stopped seeing, and reconnect with why I chose this work in the first place. The conviction that came from that clarity didn’t just change how I lead. It changed what my team is capable of.

Brian Garish
President, Mars Veterinary Health International

I came to this work carrying feedback that had held me back for months — feedback I had internalized as a permanent limitation. One conversation with Glenn, one application of the LAOP framework, and the reframe was complete. What I thought was a weakness became the foundation of how I lead. I have since been promoted to Manager, leading our Commerce efforts at General Mills. The methodology doesn’t tell you who to become. It reveals who you already are.

Denzel R. Washington
Manager, Brand Experience & Commerce, General Mills
THE CURRICULUM
Seven frameworks. One complete system.
Book I
Opportunity
Management
Master the 4 essential skills: See. Sow. Grow. Share. Transform how you and your clients discover and act on what others miss.
Book II
The Innovation
Mentality
Navigate uncertainty with 6 proven strategies. Build the mindset that turns disruption into competitive advantage.
Book III
Your Personal Brand as a
Leader
Discover the value you consistently deliver with 4 transformative questions. Lead authentically and unforgettably.
Book IV
Leadership in the Age of Personalization
Embrace the 5 shifts from standardization to personalization. The methodology that transformed America’s most iconic companies.
Book V
Unleashing
Individuality
Lead through 5 powerful questions that unlock the unique potential in every person you touch. Belonging as competitive advantage.
Book VI
Make Reinvention Your Superpower
Master the reinvention cycle: Learn. Unlearn. Relearn. Repeat. Six skills for leaders who refuse to let yesterday’s success become tomorrow’s ceiling.
Book VII — The Capstone
Earning
Conviction
The capstone. Rediscover how to do what’s right and speak your truth at the highest levels of fear. This is where conviction is forged.
WHO THIS IS FOR
This is not for everyone. That is the point.
This was built for one person: the institutional leader — VP to C-suite, Fortune 500 to major health
system to university — who has achieved real success and quietly lost themselves in the process.
What this is not for: people looking for a shortcut, a credential to display, or a passive income
scheme. The certification is rigorous. The community is selective. The work is real.
The Exhausted
Executive
You’ve achieved everything and lost your conviction along the way. You lead with your title, not your truth. You need transformation — for yourself first.
The Mid-Career
Leader
You’re tired of outdated playbooks. You’ve been promoted for performance, not leadership. You want frameworks that actually work for the humans you lead.
The Hungry Next
Generation
You watched your parents lose themselves climbing. You refuse to repeat the pattern. You want conviction-based leadership from day one, not after 20 years of damage.
The Change Agent
You were hired to transform your organization. You’re exhausted from initiatives that don’t stick. You need a methodology that meets people where they are.
The Senior Manager Ready
to Lead
You’re ready to stop being performative and start being real. You have credibility and network. You want to build something meaningful beyond your current role.
The Second-Career Professional
30 years of leadership wisdom — and you’re not done yet. Too young to coast, too experienced to start over. Ready to build a coaching practice on a lifetime of insight.
If you are performing well in your current role and want to lead at a higher level — seize more opportunity, position for
advancement, or prepare for board conversations — Standard Membership was built for you. The Founding Fellow path is for those
ready to go further still.
ONCE A YEAR
The room that
changes everything.
Most leadership conferences put you in an audience. You listen, you take notes, you fly home with a folder of slides you will never open again.
The Conviction Institute Annual Summit is a single day built around the opposite premise: that the most important thing that happens in the room is not what Glenn says from the stage, but what you say to the person sitting next to you — and what you finally say to yourself.
01
Glenn's Teaching Session
Not a welcome address — a teaching session that sets the intellectual and emotional frame for everything that follows. Past attendees describe it as the moment the methodology stopped being something they were learning and became something they were living.
02
Advisory Board Working Sessions
Executives who have lived the LAOP methodology inside Fortune 500 companies lead sessions that bring the frameworks out of the abstract. These are not panel discussions. They are working sessions. Advisory Board to be announced at launch.
03
Fellow-Led Breakouts
Certified Fellows facilitate small groups around the challenges that show up most consistently in their work. You choose which room you need to be in.
04
Small Group Conversations
Six to eight people, a specific prompt, enough time to go somewhere real. The conversations most leadership conferences never make room for. Often what attendees remember most.
05
1-on-1 Time with Glenn
Available in limited slots. If you have a question that belongs in a private conversation rather than a group setting, this is where you bring it.
06
Evening Social & Dinner
The particular quality of connection that only happens when a group of people has spent a full day doing honest work together. Relationships formed here have continued for years.
07
Guest Speakers
Leaders and practitioners whose work intersects with conviction, identity, and personalization in ways that expand the conversation beyond the methodology itself.
At a Glance
Format
Single day, in person
Includes
Glenn keynote · Advisory board · Breakouts · Small groups · 1-on-1 with Glenn · Evening social · Guest speakers
Founding
Fellows
Included — attendance
expected
Standard
Members
$1,500 (regular $2,500 — 40%
discount)
Who attends
Both tiers together — the one day the boundary dissolves
THE APPLICATION
This is not a program you buy. It’s one you earn.
We are looking for 100 people. Not 100 accomplished résumés — 100 people of genuine character who are ready to do the real work.
WHAT WE ARE LOOKING FOR
Proven leadership credibility — you have led real teams through real challenges and have the scars to show it
A professional network you have earned through integrity, not just tenure
Genuine coachability — the willingness to be changed by this, not just to learn it
A long-term orientation — you are building something that matters, not chasing a revenue number
Commitment to the next generation — you want to leave leaders better than you found them
WHAT WILL DISQUALIFY YOU
You are primarily motivated by the income opportunity and view the transformation as a means to that end
You are not currently in a place to commit 5–8 hours per week to the certification process
You want the credential without the community — the network is not optional, it is the point
You have less than 5 years of leadership experience — this methodology requires a foundation to build on
If you read the disqualifiers and felt relieved rather than concerned, you are likely the right person.
TWO-TRACK APPLICATION QUESTION
Which best describes your primary reason for applying?
I want to do the personal work and carry the methodology forward in my current role and beyond — deepening my conviction, sharpening my leadership, and building something meaningful on the other side of that transformation.
I am building or transitioning to a coaching or advisory practice and want to differentiate it with a proven Fortune 500 methodology and a limited license to make it my own.
Both paths lead to the same place. The answer helps Glenn tailor your discovery conversation.
HOW IT WORKS
1
Submit your application with a brief statement on why you’re applying and your interest in building an advisory or coaching practice.
2
A 1-hour personal call with Glenn to assess character, impact, and mutual fit. This is a conversation between partners, not an interview.
3
Decision within 2 weeks. If accepted, your onboarding process begins immediately and your founding rate is locked forever.
FOUNDING FELLOW ANNUAL RATE
$19,997
/year
$1,997
/month
Rate locked forever — this never increases for you.
A lifetime membership option ($60,000) is available to accepted Fellows — presented after acceptance as a privilege of joining, not a condition of it.
Submit Your Application
100 spots only   ·   No exceptions
TWO PATHS
Two ways to carry the methodology forward.
Two paths. One methodology. Different destinations. The Standard Membership strengthens and positions you — sharper leadership, greater credibility, readiness for what comes next. The Founding Fellow partnership transforms and licenses you — a deeper personal reinvention and the tools to carry the methodology forward as your own practice.
Tier 1
Founding Fellow
For leaders who want to become LAOP Certified and build a sustainable coaching or advisory practice.
$19,997
year
$170,000+
Total Annual Value
$19,997
month
Limited license to internalize and deliver the LAOP methodology — in your own voice, with your own clients, on your own terms
LAOP Business Advisory & Coaching Certification
Complete business model toolkit: personal brand framework, business development training, and 6 proprietary assessments with commercial rights
Quarterly 1-on-1 sessions with Glenn
Exclusive 100-Fellow network
Annual Summit included
Apply as Founding Fellow
Tier 1
Standard Member
Standard Membership is not about escaping your role. It is about leading it at a level you have not reached yet — and building the credibility and conviction to take on what comes next.
$19,997
year
or $997/month — cancel anytime
Total Annual Value: $48,000+ · 75% discount
If you are already in YPO, Vistage, Chief, or a similar peer network — this is not a replacement. Those are peer networks. They give you a room of people like you. This is a methodology. It gives you something to bring to that room.
This path was built for a specific person.
You are performing well. You are not burned out, not looking to leave, not building a coaching practice on the side. What you are looking for is a methodology serious enough to match your ambition — one that sharpens your mindset and skillset to seize the opportunities in front of you, position yourself for senior advancement, and qualify for the board conversations that most leaders are never prepared for.
This is not a self-paced online course you will never finish. It is a living membership — live access to Glenn, peer learning with leaders at your level, and a diagnostic suite that names exactly what to develop next.
The LAOP methodology gives you frameworks that work inside your current role — not theory, not off-site retreats, not another competency model. Real tools you can apply Monday morning, grounded in 20 years of Fortune 500 results, supported by a community of peers navigating the same level of complexity you are.
What Standard Members Receive
Full LAOP curriculum across all seven frameworks — applied to your current role
25+ bi-weekly live sessions with Glenn and Fellows — not pre-recorded, not delegated
Curated peer community of institutional leaders navigating the same complexity
4 proprietary diagnostics + personalized reports that name what to develop next
Leadership positioning framework for senior advancement and board readiness
Annual Summit at 40% discount ($1,500 vs. $2,500)
Join as Standard Member
Standard Membership is open now — for leaders ready to lead at a higher level. Founding Fellow status closes permanently at 100.
WHAT STANDARD MEMBERS EXPERIENCE
What leaders are experiencing.

The LAOP methodology changed how I understand leadership itself. I had been driving toward results my entire career. Glenn showed me that the most powerful thing I could do as a leader was shift from managing outcomes to unlocking people — including myself. That shift changed everything about how I show up at work.

Justin Wong
Senior Manager, Data & Technology — General Mills

I came into this work unsure what to expect. What I found was a methodology that didn’t just develop my skills — it revealed my potential. Glenn has an exceptional ability to surface what is already in you and give it direction. I left with a clarity about my leadership that no performance review or competency model had ever given me.

Tracy Bjelland
Senior Brand Manager, Target Owned Brands — Target

This methodology gave me the confidence to lead as exactly who I am — not a polished version, not a managed version, but my authentic self. That sounds simple. It is not. Glenn builds that conviction systematically, and once you have it, no challenge or adversity takes it away.

Jackie Power
Executive Director, DC Operations — CVS Health

The most valuable thing I took from this work was understanding my key differentiator — what I solve for, what I uniquely bring, what makes me irreplaceable in any room I walk into. That is more powerful than any title or qualifications checklist. The LAOP methodology gives you that clarity and teaches you how to lead from it.

Gayleem Aguilar
Brand Experience & Digital Strategy Leader — General Mills
FAQ
Honest answers to the
questions that matter.
If your question isn’t answered here, it
belongs in a conversation with Glenn.
Apply Now
What if I can’t coach or provide business advisory full-time?
This is some text inside of a div block.
What if I have no prior coaching experience?
This is some text inside of a div block.
What if I’m already a professional coach?
This is some text inside of a div block.
Does the $60,000 Lifetime rate cover my annual dues indefinitely?
This is some text inside of a div block.
What’s the difference between this and a university executive certification?
This is some text inside of a div block.
What happens when you reach 100 Fellows?
This is some text inside of a div block.
Can Standard Members become Founding Fellows later?
This is some text inside of a div block.
How much time does the certification require?
This is some text inside of a div block.
What is the opportunity for Fellows who complete the work?
This is some text inside of a div block.
Glenn Llopis
FOUNDER & CEO, GLLG
BEST-SELLING AUTHOR
SENIOR ADVISOR, FORTUNE 500
Cuban-American entrepreneur Leadership strategist Forbes contributor, 17 years Harvard Business Review Entrepreneur Magazne 6 published books
LEARN MORE ABOUT GLENN
About Glenn
Glenn Llopis is a Cuban-American entrepreneur, best-selling author, and one of the most trusted voices on leadership, workforce transformation, and the future of work. He is the founder and CEO of GLLG — a research, consulting, and leadership development firm that has shaped the cultures of some of the world's most respected organizations.
Born into a family that lost their country to Fidel Castro's revolution, Glenn learned early that identity is not something you are given — it is something you earn, protect, and lead from. That foundational experience has driven every dimension of his work, from his research in personalized leadership to his decades-long commitment to helping leaders and organizations unlock the unique and distinct capabilities of their people. It is not backstory. It is the blueprint.
Glenn is the author of six influential books — Earning Serendipity, The Innovation Mentality, Leadership in the Age of Personalization, Unleashing Individuality, Make Reinvention Your Superpower, and Earning Conviction — each offering a distinctive lens on how individuals and organizations grow by embracing who they truly are. His frameworks have been featured in Forbes, Harvard Business Review, and Entrepreneur Magazine, reaching millions of readers and practitioners worldwide.
He has partnered with leading Fortune 500 corporations, healthcare systems, and universities to build cultures where people are seen, known, and empowered to lead with conviction. His work sits at the intersection of identity, strategy, and human performance — translating deeply personal insights into measurable outcomes for both individual reinvention and organizational transformation.
Glenn is a husband to Annette, a father to Annabella, and a lifelong student of what it means to lead from the inside out. He lives and works with the belief that the most powerful thing any person can do is show up as exactly who they are, speak their truth, and do what is right at the highest levels of fear — and then turn around and help others do the same.
— Glenn Llopis, Founder
Reclaim Your Identity. Rediscover Your Conviction.
Apply as Founding Fellow
The Glenn Llopis Ecosystem
The Reinvention Blueprint
Personal coaching & reinvention — theglennllopis.com
GLLG — Glenn Llopis Group
Corporate consulting & workforce transformation — glennllopisgroup.com
Leadership in the Age of Personalization
The LAOP methodology home — ageofpersonalization.com
GLLG Puerto Rico
Human capital reinvention, bilingual — gllgpuertorico.com
Research & Resources
The Leadership Conviction Crisis: Research Validation Report
8 Independent Research Sources — 500,000+ Data Points — PDF
Transforming Leadership in the Age of Personalization
GLLG Whitepaper — PDF
Puerto Rico Human Capital Reinvention Forum
GLLG Research Summary — PDF
The LAOP Summit Series: A Five-Year Conversation
Summit Executive Summary — PDF
HAOP Summit: Healthcare in the Age of Personalization
2023 Virtual Summit Executive Summary — PDF
HAOP Summit: Personalization Outbreak Podcast Series
2025 Executive Summary — PDF
Restoring Humanity in Healthcare Leadership
Glenn Llopis — Manifesto & Book — Available on Amazon
Founded by Glenn Llopis  ·  © 2026 Glenn Llopis Group, LLC. All rights reserved.
Reclaim Your Identity. Rediscover Your Conviction.