- THE COACH
GEORGE
EVJEN
FOUNDER - DEADTHREE | PERFORMANCE COACH
"Championship teams don't happen by accident. They happen by design."
- THE BEGINNING
FROM THE COURT
TO THE BOARDROOM
I grew up on the basketball court. That's where I learned what championship culture actually feels like — the discipline, the accountability, the standard that doesn't drop when things get hard. When you play on a winning team, you carry that with you forever. You know what it feels like when everyone on the floor is locked in and executing at the same level. You also know immediately when that's missing.
When I moved into software and IT, I saw that same gap everywhere. Talented people. Smart teams. Good intentions. But no shared standard. No system. No culture of execution. They had the talent to win — they just didn't have the playbook.
- THE PROBLEM I KEPT SEEING
TALENT WITHOUT
A SYSTEM IS JUST POTENTIAL
In IT, the pressure is relentless. Deadlines, shifting priorities, team friction, leadership gaps — it never stops. And most leaders are trying to manage all of it without a real framework. They're reacting instead of executing. Surviving instead of winning.
"Most IT leaders have everything they need to build a championship team. What they're missing isn't talent - it's the system that turns that talent into consistent execution."
I built DeadThree because that system didn't exist for IT leaders. There was no coaching built specifically for the software world — the sprint culture, the product pressure, the technical complexity, the human dynamics underneath all of it. So I built it.
- THE FRAMEWORK
THE SDE FRAMEWORK
AND THE EMPOWERED PRINCIPLES
Everything at DeadThree is built on three non-negotiables: STANDARDS. DISCIPLINE. EXECUTION. That's the SDE Framework — the foundation every championship team is built on. You define what excellence looks like. You build the habits that make showing up non-negotiable. Then you execute at the highest level, every sprint, every quarter, every season.
Layered on top is the EMPOWERED curriculum — nine leadership principles that teach your leaders how to actually live out the SDE framework. Encouragement. Mindset. Purpose. Ownership. Winning. Empathy. Results. Execution. Decision-Making. These aren't buzzwords. They're the behaviors that separate teams that talk about winning from teams that actually do it.
- WHY THIS WORKS
THIS IS THE
MOST IMPORTANT WORK I DO
I'm not here to give you a course and disappear. I'm a coach. That means I'm in it with you — building the standard, holding the line, and pushing your team toward something they didn't think was possible when we started.
My mission is to serve 100 companies, empower 1,000 leaders, and impact 10,000 people. That's not a marketing number — that's the scoreboard I wake up looking at every single day. Every conversation, every coaching session, every keynote moves that number. And I'm just getting started.