Add a rigorous authenticity framework to your practice. Not another assessment. An operating system.
Become certified to deliver the Esse Quam Videri™ framework — proprietary instruments, a structured 90-day process, and a methodology that gives your clients something to work with long after the engagement ends.
Esse Quam Videri — to be, rather than to seem
EQV is a complete methodology for closing the gap between who a leader is and how they lead. Developed by Dr. Frank Diaz from 20+ years of instructional design and leadership coaching, the framework rests on three core principles.
Actions reflect core values — decisions use values as a filter, not as decoration on a wall.
Interactions are honest and open. Stakeholders experience genuine engagement, not performance.
Growth aligns with authentic potential. Risk-taking reflects real aspirations, not external validation.
The instrument suite you'll be licensed to deliver
What certified coaches actually get
Certification isn't a credential for your wall. It's a licensed product you add to your practice — with everything you need to deliver it from day one.
A complete delivery system
Facilitator guides, client workbooks, debrief scripts, and score interpretation tables. You don't build this — you license it and deliver it.
Proprietary instrument access
The Pre-Flight, PSS, Gap Inventory, and Compass are not publicly available. Certification is the only way to administer them with clients.
A structured 90-day process
The EQV engagement model is built around a 30/60/90-day architecture. Clients know what to expect; you know what to deliver at each stage.
A shared vocabulary
Wisdom Theater. Unicorn Syndrome. No-Spin Zone. Proprietary language that makes complex concepts immediately actionable — and memorable after the engagement.
Directory listing + co-marketing
Certified coaches are listed in the EQV directory, referenced in Dr. Diaz's content, and eligible for referrals from CCDA Group engagements that exceed capacity.
Recurring revenue for your practice
The 90-day model builds in natural renewal points. The Trajectory Tracker makes client progress visible — extending engagements without having to sell an extension.
Three levels. One growing practice.
Start where you are. Advance when you're ready. Each tier unlocks additional instruments, delivery rights, and revenue opportunities.
EQV Associate Coach
- Pre-Flight Diagnostic + EQV Compass licensed use
- 3-day live virtual intensive (12 hours)
- Facilitator guide + client workbook
- 1 supervised client delivery with faculty review
- Digital badge + EQV directory listing
EQV Certified Practitioner
- Full instrument suite — all 6 diagnostics including PSS and Org Health Index
- 6-week blended cohort program with live sessions
- 3 supervised client deliveries with debrief
- Full 90-day program delivery rights
- Co-marketing inclusion + referral listing
- Quarterly faculty Q&A sessions
EQV Master Practitioner
- Everything in Practitioner tier
- Licensed to train Associate-level coaches
- Organization-wide workshop delivery rights
- Revenue share on coaches you certify
- Priority on Dr. Diaz co-branded engagements
- Input on framework development
From application to first client delivery
Discovery call
20 minutes with Dr. Diaz or EQV faculty. We confirm fit — for you and for your clients.
Enrollment
Select your tier, complete the application, and secure your cohort spot. Cohorts open quarterly.
Training
Live virtual sessions, self-paced modules, instrument deep-dives, and case study walkthroughs.
Supervised delivery
Deliver EQV with a real client. Faculty observes and debriefs. Your certification depends on this, not an exam.
Certified
Badge issued. Directory listed. Licensed to administer instruments and deliver the full framework.
One certification. A practice that compounds.
The Practitioner tier — what it unlocks
The Practitioner certification gives you a structured, repeatable engagement model that commands premium positioning — because you're delivering a named methodology with proprietary instruments, not generic coaching.
Clients who complete a 90-day EQV engagement have the Compass, the Trajectory Tracker, and a language for what they experienced. That's a product they can reference and return to — extending engagements naturally and generating referrals.
The annual renewal fee keeps you current with framework updates, new modules, and peer case sharing from the certified coach community. Your practice grows with the framework.
Be first. Shape what this becomes.
The founding cohort isn't just training — it's a collaboration. You'll receive a reduced rate, direct access to Dr. Diaz throughout the program, and your feedback will shape the certification curriculum going forward. We're looking for 10 experienced coaches who want to add a rigorous authenticity framework to their practice and are willing to tell us what works.
Apply for the founding cohort →Applications reviewed personally by Dr. Diaz · Cohort starts Q3 2026
Dr. Frank Diaz, Ed.D.
Educational leader, instructional designer, and leadership coach with over 20 years helping individuals and organizations align values with actions. After leadership roles at Logan University, Houghton Mifflin Harcourt, and Pearson, Dr. Diaz founded CCDA Group in 2022 to address the gap between who leaders are and who the pressure of leadership pushes them to become.
The EQV Framework is not a theory. It is the distillation of two decades of observing what happens when leaders try to lead from a self they don't fully recognize.
Frequently asked
Do I need a specific coaching background to apply?
No. EQV certification is designed for coaches across backgrounds — executive coaching, organizational development, HR, leadership development, and independent practice. What matters is that you work with leaders and want to deliver a structured, instrument-based methodology. The application helps us understand your context and confirm fit.
How is this different from MBTI or DiSC certification?
MBTI and DiSC measure personality traits — they describe who someone is. EQV measures the gap between who someone is and how they're leading. It's action-oriented and forward-looking: the output is a 90-day plan, not a profile. The instruments are designed for coaching engagement, not HR assessment.
Can I use EQV instruments without the full certification?
No. The instruments are proprietary and only licensed for use by certified coaches. Certification ensures you can administer, score, and debrief the instruments in ways that are useful to clients rather than confusing.
How do I find out about certification investment and availability?
Investment details for all three tiers are shared directly during the application process. To get started, apply at the link above or DM Dr. Diaz at eqvframework.com. He reviews every application personally and responds within 5 business days.
What does the supervised delivery requirement involve?
You deliver EQV with a real paying client during the training period. An EQV faculty member reviews your debrief session (via recording or live observation) and provides structured feedback before issuing your certification. This is the quality gate — not an exam, but a proof of delivery.
What does annual renewal include?
Renewal keeps your license active, your directory listing current, and gives you access to framework updates released during the year — new modules, revised instruments, updated facilitator guides. For Practitioner and Master tiers it also includes quarterly faculty sessions and access to the peer case library.
What rate should I charge my clients for an EQV engagement?
That is entirely your decision — EQV does not set a floor or ceiling on what certified coaches charge. What the certification does is justify premium positioning: you are delivering a named methodology with proprietary instruments and a structured 90-day process, not generic coaching. Certified coaches receive guidance on engagement pricing as part of the marketing toolkit delivered at certification.