The coach · St. Charles, MO
Championship teams don't happen by accident.
I'm George Evjen. I spent my life in two locker rooms: the basketball gym and the software floor. Both taught me the same thing. Talent doesn't win. A standard does.
The one question
What do they need and how can I help?The story
From the court to the boardroom.
Same gap. Different room. Here's how DeadThree got built.
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01
The gym
Where I learned the standard
I grew up on the basketball court, then coached the college game. That's where I learned what championship culture feels like. Everyone locked in. Everyone executing at the same level. A standard that doesn't drop when things get hard.
When you've lived it, you know right away when it's missing.
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02
The software floor
18 years of the same gap
I spent 18-plus years in software and IT as an Agile Coach and Release Train Engineer. Building teams. Leading delivery through deadlines, shifting priorities and team friction.
Talented people. Smart teams. Good intentions. No shared standard and no system. They had the talent to win. They didn't have the playbook.
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03
The problem
Talent without a system is just potential
Most leaders were trying to manage all of it without a real framework. Reacting instead of executing. Surviving instead of winning. The coaching they needed didn't exist.
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04
Now
So I built it
DeadThree brings the way a championship program runs into the boardroom, the job site and the leadership table. IT and software teams. Construction crews. Fitness businesses. Athletic programs.
Same system everywhere: set the standard, build the discipline to hold it, then execute.
Most leaders have everything they need to build a championship team. What they're missing isn't talent. It's the system that turns talent into consistent execution.
George Evjen · Founder, DeadThree
What I believe
Four things I won't bend on.
Every workshop, every program and every episode of the show runs on these.
Person. Team. Process.
In that order. Know your people first. Build the team second. Then fix the process. Most leaders start at the end and wonder why nothing sticks.
A system, not a speech.
A speech gives your team a good day. A system gives them a good season. I don't drop content and disappear. I'm in it with you until the standard holds itself.
A standard is not a feeling.
A value on a poster is a feeling. A standard is what your team does when you're not in the room. If you're the only one holding the line, you don't have one yet.
Nobody gets up alone.
When somebody on your team goes down, everybody moves. If you're the one who notices first every single time, you don't have it yet. When a teammate gets there first, you have a culture.
The system
How your team operates. How you lead it.
SDE is the operating system. The Nine Principles are how leaders live it out every day.
The SDE Framework
Three non-negotiables. In this order.
The Nine Principles
Nine behaviors that spell EMPOWERED. The difference between teams that talk about winning and teams that do it.
Encouragement · Mindset · Purpose · Ownership · Winning · Empathy · Results · Execution · Decision-Making
Get the Empowered Playbook free →Work with me
I'm a coach. Not a course.
I build the standard with you, hold the line with you and push your team toward something they didn't think was possible when we started.
Day workshops
One day on site with your team. Set the Standard, the Nine Principles or Leadership Execution.
Ask about a workshop →SDE 9-Week Program
Nine weeks on your real team. You leave with a system your team runs without you.
See the program →1:1 & keynotes
Executive coaching for leaders, and keynotes that bring the locker room to your stage.
Book a call →The scoreboard I wake up to
Own the mission. Lead with purpose. Win with discipline.
That's not a marketing number. Every conversation, every coaching session and every keynote moves it. I'm just getting started.
Teams running on the SDE system.
Leaders who hold the standard without being told.
Listeners, readers and members in the work every week.
Hear how I think
Get to know me before we talk.
A new episode every Monday. The Championship Brief every Tuesday. Same system, real situations, one move for your next conversation.
The podcast · Newest episode
The DeadThree Coaching Show
Every team plays to the standard its leader holds.
The Championship Brief
One idea. Three moves. Every Tuesday.
The written version of each episode, built for your next team meeting. About four minutes to read.
Get the BriefYour next move
Let's build your standard.
Bring the team situation keeping you up at night. You'll leave with one move to make this week, whether we work together or not.