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Maximising Contribution. Maximising Return.

At Contribution Compass we believe that people should do what they are good at and what they naturally love. One cannot be all things to all people – and this is especially important to consider when running a successful business. When you take on multiple roles (that should ideally be taken on by the team) it is firstly, nearly impossible to be objective, and secondly does not result in business success.

New businesses often start out with an individual who is the sole shareholder, sole director and manager, etc. The problem with this sort of set-up is that the company is entirely reliant on the skill, ability and good health of that individual. Individuals land up in these dictatorship roles when they start up companies, the companies grow or people join companies and are promoted or recognised for a specific skill, and then appointed as a director. Thus, they are not making use of their natural energy to its full potential.

One of the underlying scopes that Contribution Compass takes into consideration is ‘natural energy’. Natural energy is referred to as the way in which you naturally act and operate. It is most easily observed in critical moments when people respond in a particular way reflective of their underlying natural energy. Usually a critical or defining moment is a brief or intense pressure or turning point in which the decision that is made or action taken dramatically impacts one’s journey positively or negatively. It is by default that one will respond from one’s natural energy as instinct kicks in.

The concept ‘contribution’ comes into practice as it relates to the part played by a person or company in bringing about a result or helping something to advance. The concept of natural energy acknowledges that different people will naturally be more effective at different aspects of a business’ activities. So, when there is a balance of natural energy around the table and when there is a defined methodology to leverage their respective contributions, there will be effective flow for all.

For many, the thought of change is downright scary. Introducing new structures and methods within a corporate environment may be seen as changing the already accepted ways of doing things. But it is important to remember that when there is balanced natural energy around any table, the flow is a lot more effective and in turn results for both the directors and business as a whole.

On a personal level, maturing your understanding and application of natural energy is critical for your development as an individual, to maximise the opportunities available to you and to support the growth of those around you, both personally and professionally. This understanding therefore adds as much value to your family and home environment as it does to the team or business that you are part of.

The 4 Natural Energies

Activating energy

(North) accelerates and ignites change, bringing innovation and the ability to initiate new projects. It tackles obstacles head-on, solves problems and sees new opportunities missed by others. This energy sparks activity, drives others forward and maximises the view of the bigger picture and the visionary future ahead. When not in balance, Activating energy can push so hard that the team is left exhausted. Indeed, those who operate within this energy just consider this collateral damage in the process. It can quickly destroy value through its drive to relentlessly create and not finish what is started or to not build the team to support it.

Inspiring energy

(East) ignites the spark in others, rallying the team to support the shared vision while striving to excel, individually and collectively. It hears the voice and sentiment of the people in the team and builds engagement, rapport and team spirit, as well as connecting in others around them and their network to rally behind the same cause. This energy maximises the talent of a group and fires them up to get moving. When not in balance, Inspiring energy can result in too much attachment to the feelings of others and the inability to focus on the specifics required to achieve the result. It can quickly destroy value through the inability to hold the team accountable and not getting tough when required.

Sustaining energy

(South) brings others’ ideas to life through the implementation of those ideas and the nurturing of their growth over the long term. It is grounded in reality and understands the elements, resources and pace required to achieve sustainable growth. This energy maximises value through the consistent application of the right effort and the persistent commitment to completion. When not in balance, Sustaining energy can get bogged down in the limitations of the current reality and long- standing routines that no longer serve. It can quickly destroy value through doggedly following the tried and tested and resisting the breakthrough moment.

Refining energy

(West) brings a refining eye and razor-sharp detail, cutting through the noise and identifying risk with a factual and data-based perspective. It has the ability to assess and solve complex problems, while optimising efficiency and return. This energy maximises value through analysis and the testing of solutions with a considered approach that focuses on continuous improvement. When not it balance, Refining energy can get lost in the numbers and analysis, losing perspective of the vision and becoming too risk averse. It can quickly destroy value through being out of touch with the people in a team and the human dynamics at play.

Meet the Team


Paul Avins
Partner and Shareholder

Paul Avins is one Europe’s most sort after business growth experts with an impressive 17 year track record of helping clients to Scale their Sales, Transform their Team and Power the Profits of their companies. He has also authored five business books to date and created a number of in demand online training courses and events. As a Champion profile, Paul is in flow in his role as Marketing and Sales Director, driving the brand awareness, attracting new partners and raising awareness of our industry leading tools and training.


Caryn Ravic
General Manager

Caryn is client and delivery obsessed. She prides herself on her ability to manage complex projects and deliverables, while making sure that resources are carefully managed and risk is mitigated in a timely manner. Her role as Manager ties in well with her profile, as a Cultivator is known to guides and shapes the growth of  the business through a subtle influence that seeks to adjust, refine and develop.


Lesley Dearing
Head of Partner Support

After an award winning career in the corporate world, Lesley joined Team Dynamics Global with Paul and is now the Head of CC Partner Support for Europe and the Middle East. As a Connector profile, she is passionate about making sure partners get everything they need on time to succeed with our tools.

The 8 Contribution Compass Profiles


A Catalyst is a person who naturally brings change through accelerating a reaction or interaction, getting raw substance to interact in a vibrant and new way. Catalysts are dynamic, stimulating, driven and inciting. They excel at getting something going with energy, and are often found starting new businesses, leading a new project or taking an existing project into its next big step. They easily plug into the world of ideas and into a vision of the future. Naturally innovative, they bring new ideas and creative approaches into any team. Catalysts are often found in product or service development, several at a time, where they bring their new ideas to life and explore innovative concepts at a pace difficult for others to keep up with.


A Champion is a person who, like a thunderbolt or a strike of lightning, shakes up the status quo and stirs up people to pay attention to the message they herald. Using their personal credibility, Champions shine light on the cause they rally for and incite others to join them. They are vibrant and exciting, and the call they make to pay attention is hard to resist. They excel at taking a proven idea and broadcasting its value to a wide audience, garnering support and enthusiasm. Once they are confident that the idea is powerful and worth shining a light upon, they bring a magnetic quality that attracts attention. Champions are often found in brand ambassador, sales and marketing roles, where they naturally sell a product, concept or brand through their inner conviction that it has value.


A Coach is a person who ignites the fire and passion of others to work together as a team focused on bringing a central idea to life. Coaches bring warmth, energy and inspiration, which lights up the path for others so that they may strive for personal excellence and team success. They excel at understanding people deeply and being tuned to their emotions and what their team really need in order to overcome challenges. Coaches are often found rallying teams and developing talent, and are often involved in roles focused on leadership, networking, customer acquisition or recruitment.


A Connector is a person who brings people, ideas and resources together, and like a lake into which all rivers flow, they have a special gift that can unite the right people at the right time and place. This ability to connect is driven from a combined understanding of what people really need and the resources and opportunities available that may best serve those needs. They excel in communication and being able to talk through ideas, challenges and solutions to create a collective way forward. Connectors are the quintessential diplomats and can often be found at the negotiating table or at networking events, where their extensive networking relationships support building bridges between people and resources.


A Custodian is a person who has the ability to nurture and support the ideas of others and bring them to life, while guarding and protecting the assets and resources under their care. Their gentle and supportive energy is grounded in their understanding of reality, resources, timing and practical considerations. They excel in their ability to get tasks done, maintain routines and honour commitments and deadlines, while ensuring that the right activity delivers tangible results. Custodians are often found in operational and customer service environments where timing, a sense of urgency, routine activity and a service ethic are paramount.


A Cultivator is a person who guides and shapes the growth of a team, project or enterprise through a subtle influence that seeks to adjust, refine and develop. Just as a plant grows and strengthens through a flexible response to its environment, so too does a Cultivator make incremental adjustments in their environment to achieve long-term, sustainable growth. They excel in their ability to manage complex projects and deliverables, while making sure that resources are carefully managed and risk is mitigated in a timely manner. Cultivators are often found in project management environments where the careful balance of people, time and money is a critical skill.


A Conductor is a person who, just like the conductor of an orchestra, uses their focused and efficient energy to direct the singular instruments of the orchestra into a unified and optimised collective. With the wave of a baton, the conductor keeps the whole orchestra in rhythm and in tune. So too does a Conductor excel at making sure a process or function runs optimally and efficiently. With a natural affinity for analysis and data, a Conductor is able to find meaningful insights through information and the analysis thereof. Indeed, they revel in solving problems through logic and fact. Conductors are often found in research, quality management, production and accounting fields, where the numbers, graphs and data feed tell a story of their own.


A Calibrator is a person who ensures that the instruments used to create value are continuously refined and adjusted where necessary. These instruments could include the business model, the systems or technologies, the methodologies utilised or any kind of tool required or applied in the delivery of the promise. This kind of energy is relentless in its pursuit of continuous improvement and incremental refinement. Calibrators excel when they can tinker with how the system works and experiment with new approaches to old problems. They are often found in engineering and information technology fields due to their knack for fine-tuning many different types of systemic structures.

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