Build a business around a language the world already speaks.
Thomas Erikson’s Surrounded by Idiots gave 12 million readers the language of Reds, Yellows, Greens and Blues. We’re looking for experienced coaches, trainers and consultants who want to build something bigger than a standalone practice.
The Guide has the offer, the numbers, and what happens next.
You may already know how to help people.The harder part is building a business people recognize, trust and want to buy from.
That’s the part we’ve already built.
Brilliant, and invisible.
You’re great in the room, and you spend too much of your time outside it, chasing cold leads and explaining who you are. Skill was never the question. The problem is quieter than that: on paper, every DISC provider looks the same. Same model, same four letters, same promise. So prospects fall back on the only difference they can measure, price. And that’s a tax, paid every month, in four currencies you can’t easily get back:
Energy
You spend it convincing.
Effort that should go into the work goes into justifying why you're worth the room.
Margin
You discount to win.
Every undifferentiated bid starts a race to the bottom you can't afford to win.
Reach
Every client is a cold start.
Without a name that precedes you, business development never gets easier. It just gets repeated.
Ceiling
Some rooms stay closed.
The largest organizations need a name they can justify internally. Without one, you compete for what's left.
None of this is a talent problem. It’s a recognition problem, and recognition is exactly what a brand can lend you.
The opportunity
The world already knows the language. Become the one who puts it to work.
Millions of people have read Surrounded by Idiots. What they don’t have is someone who can turn that vocabulary into real change. Your clients already know the colors. Show them what to do with them. As Thomas says: “Once you see it, you cannot unsee it.” Millions have seen it. That’s the gap you fill.
We’ve already built the language, the brand and the tools. You build the relationships, the results and the business in your market.
As a certified partner, you never start cold. The room already speaks the language before you walk in.
Blue
Analytical. Precise. Reads the manual twice.
Red
Dominant. Direct. Wants results yesterday.
Green
Stable. Patient. The team’s quiet backbone.
Yellow
Inspiring. Social. Talks first, thinks second.
Books don't get like this from sitting on a shelf.
A reader somewhere used this copy until it started falling apart. There are millions like it. That’s the market you walk into as a partner: people who aren’t just aware of the book. They’re attached to it.
You stop chasing. You start being recognized.
When the name does the introducing, the conversation starts further down the road: past “who are you” and closer to “when can we start.” Here is what comes with partnership. All of it already built.
Blue? We know you want every detail before you trust a word of this. Open everything. Check our math.
Workshops under the brand
Deliver your own sessions with the method, the assessments and the name behind you.
You shape the session around your own clients and your own style, with the framework, the assessment platform and the brand doing the heavy lifting. A fully scripted, ready-to-run workshop program is in development, and partners who want it will be able to add it as a separate step.
The official Partner mark
Use the Partner mark on your website and in your proposals.
Instant recognition, borrowed from 12 million readers. Once certified, you’re listed on the official partner page.
Monthly sessions with Thomas Erikson
Live sessions with the author, every month.
Questions, new material, and what’s working in the field, direct from Thomas.
A worldwide community
Certified partners across the globe.
Compare notes, share materials, and never build alone.
Partner Stories
The first partners, in their own words
David Wheeler
UK · Early partner
“Being an SBI Partner has elevated the quality of the development work I deliver. It’s a powerful community and an exceptional methodology.”
“Throughout my learning and development career, I’ve recommended the Surrounded by Idiots methodology and the DISC framework to strengthen communication and self-awareness within business teams. Becoming an approved SBI Partner earlier this year has been both supportive and enriching, deepening my ability to apply the model in ways that create real impact for clients. It’s a powerful community and an exceptional methodology.
Being an SBI Partner has elevated the quality of the development work I deliver, and I would wholeheartedly recommend the programme to any professional committed to improving human interaction, team dynamics, and leadership capability.”
Saad Qureshi
UK · Early partner
“From day one, I’ve felt like part of the extended SBI family. I’ve even been personally coached by Thomas himself, which was a rare and memorable experience.”
“I feel incredibly fortunate to have seen Thomas’ post inviting new partners to join Surrounded by Idiots. From day one, I’ve felt like part of the extended SBI family. There is a genuine sense of warmth, honesty and belonging, and it truly feels like a partnership. Everyone is united by a shared mission: to help people understand one another and build meaningful relationships.
The induction and onboarding experience as a partner was seamless. We developed a deep understanding of the SBI methodology and learned how to position it, communicate its value and deliver impact for our clients. The SBI team are very open to feedback and innovation, and are constantly coming up with new ways to help partners.
What I especially value is the partner community that SBI is building, where we share examples and tips on a monthly basis. I’ve even had the privilege of being personally coached by Thomas himself, which was a rare and memorable experience. Joining SBI has been amazing, and I’m excited for what’s next.”
Michael Ćaćić-Escalera
UK · Early partner
“Becoming an SBI coach and facilitator has opened doors to so many incredible conversations. In a few short months, I’ve helped C-suite executives and business leaders across a wide variety of industries.”
“Becoming a Surrounded by Idiots coach and facilitator has opened doors to so many incredible conversations! In the few short months since I’ve joined SBI, I have helped C-suite executives, business leaders, and influential decision makers across a wide variety of industries. The feedback is always positive and leaders are grateful to have a new framework to help them understand their teams better.
From Thomas, to Christina, to Eric, everyone at SBI has been wonderful to work with and incredibly supportive on the journey. I’m excited to see how the program grows in the coming years, as we empower others to communicate more effectively.”
How it works
From first call to certified partner
Mutual approval & training
Both parties decide to move ahead. Then the training starts.
Self-paced, with real structure: the full training package plus your 1:1 with Thomas. Most partners should plan for about two weeks.
Certification
A certification call where we confirm you’re ready to deliver.
Then your certificate, official brand assets, and technical onboarding. You’re licensed to deliver under the brand.
You’re ready to build
Workshops, materials, brand rights, partner listing and community support.
Joining from inside an organization?
There's a second door: the Internal license, for putting the method to work in your own teams.
Joining from inside an organization?
There's a second door: the Internal license, for putting the method to work in your own teams.
Not building a business? Bring it inside one.
You work inside an organization, usually HR or People & Culture, and want the method working for your own teams rather than as a business of your own.
- Use the method inside your company: hiring, team development, promotions
- License held by your employer, for internal use
- Same certification, same monthly sessions with Thomas
- Invite-only, like the commercial track
A few honest things before you book
The investment, who this is (and isn't) for, and the science question. We'd rather you read these now than discover them on the call.
A few honest things before you book
The investment, who this is (and isn't) for, and the science question. We'd rather you read these now than discover them on the call.
The investment (commercial)
Partnership is a real business investment: a low four-figure entry that covers your certification training and your first year’s license, and one well-run corporate workshop typically recovers it. After the first year, the license renews annually. No revenue share, no quotas, no hidden fees. Joining from inside an organization? Internal licensing works differently, and the call covers that too.
Who this is (and isn't) for
This is for people who already deliver and want a globally recognized brand behind them. You're likely a fit if you work with people for a living: as a coach, trainer, consultant, or in HR. If you're looking for a passive income product or a quick add-on certificate, this isn't it. Partners run real practices. And a call is not automatic acceptance: the program is invite-only, and we do our own due diligence too.
The science question
Our framework is a practical lens for everyday communication, not a lab instrument, and we're open about that. We never use it to label people, and we'll never tell anyone to hire or fire by color. And when a client asks about the science, you'll have a straight answer: it's a shared language for communication preferences, not a diagnosis, and it earns its place by what it changes in the room.
Questions, answered straight
Cost, commitment, risk, and what happens after you pay. The four things everyone actually wants to know.
Questions, answered straight
Cost, commitment, risk, and what happens after you pay. The four things everyone actually wants to know.
What does it cost, and are there ongoing fees?
How long do I commit for?
What happens if I decide to leave?
How much time does certification take?
Do I need prior DISC experience?
Is my market exclusive?
Will SBI provide me with clients or leads?
What am I allowed to sell and deliver?
Can more than one person in my business be certified?
Can I keep my existing brand and practice?
What support do I receive after certification?
Can more than one person in my organization be certified?
What happens if our certified employee leaves?
Before you decide
The case, in brief.
01
The name is already in the room.
You’re not starting from zero: the name you carry opens doors that would otherwise take years of introductions.
02
One workshop typically recovers the entry.
A low four-figure investment. No revenue share, no quotas. The exact numbers are in the Partner Guide.
03
Early partners can’t be bought in later.
The brand is proven: BBC, Coca-Cola, IKEA, Spotify and Volvo Cars have used the method, and Thomas has personally coached 5,000+ leaders with it. The network carrying it is one year old, and most markets are still open. Partners who join now take a position that compounds. That spot isn’t available at a later price.
A 30-minute conversation.No obligation.
We’ll both find out if this fits. Worst case, you leave with a clearer picture of the market. Best case, your next year looks different. Calls are in English, and we’ll find a time that works in your time zone.
Start with the Partner Guide
Apply below and we’ll send you the Partner Guide: the offer, the numbers, and what happens next. A real person reads every application and replies personally, normally within a day or two. The selection is mutual, so think of this as the start of a conversation.
You’ll get the Partner Guide by email right away — read it first: it’s the foundation every partner builds from, and the booking link comes with it. A real person reads every application, and when one stands out you’ll hear from Eric personally.