Proflict
A Founders Guide to Positive Conflict


Release
Spring 2026
Proflict® is a unique set of leadership principles that transform
conflict from a source of friction and fragmentation into a
catalyst for clarity, creativity, and conscious growth.
Based on over 10 years of research in start-up dynamics, human psychology and
direct experience working with hundreds of founders and teams across 3 continents
this breakthrough book introduces a game-changing methodology that will change
your understanding of effective human interaction under pressure.
THE VALLEY OF CONFLICT
The book introduces The Valley of Conflict, a new paradigm in understanding conflict.
Under pressure, we don´t rise to our highest thinking - we default to our oldest wiring.
These reactions are perfect for survival, but terrible for strategic thinking, creativity and
collaboration.
The Valley of Conflict charts the path our emotions take us down when we loose
perspective, or worse, loose control. A path that rarely leads us to where we really
want to go.
THE 5 Ps of POSITIVE CONFLICT
When we learn to notice the triggers and understand how they affect us, we
can transform our experience, and that of others, when conflict arises.
The 5 Principles of Proflict show you how to take control by learning the core principles
that will elevate your leadership and guide your team to better interactions, deeper trust
and better decision making.
The book explains these simple yet powerful principles:
1. PAUSE - The Gateway to Mastery
2. PRESENCE - Leading from the Inside Out
3. PERSPECTIVE - The Art of Productive Reframing
4. POSSIBILITIES - Unlocking the Creative Energy of Conflict
5. PARTNERSHIP - Bonding Beyond the Agreement
Complete with case examples and exercises to put into practice, The 5 Principles of
Proflict will change the culture and trajectory of your organisation, while elevating
your leadership potential.