The six-page worksheets walk you through the process to use the Core Four questions to begin finding your Becauses. Use it with your whole team. The worksheets have been used by thousands of companies to get started with the Because Framework.
Digital Download.



This is the full 38-page workbook used by Gerry and his team in every live Because Workshop. It includes detailed instructions for all seven steps of the Because Framework, best practices, and pitfalls to watch out for. It includes details about "universal" insights, innovation and execution.
Digital Download.



The most complete, comprehensive way to implement the Because Framework in your company. Includes the full Because Workbook and in-depth video instruction from Gerry every step of the way. Options available for teams of one to teams of hundreds.
Live, virtual instruction from Gerry or his team can be added.

Online Course 2

Starting at $975

FASTSIGNS 2018 Convention Thursday January 17 (174)


Virtual and In-Person Formats

Learn how to maximize influence, close more sales and drive more referrals. As a senior executive for billion-dollar brands, Gerry created strategies, innovations, and advertising that sold billions of dollars of soap, beer, and burgers.

Put that experience to work for your audience.

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Multi-Company Workshops

Find Your Because

Join multiple executive teams for a one-day live workshop to implement the Because Framework. Unlock your Because and implementation plan with Gerry.

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Private Company Workshops

Find Your Because

Bring Gerry or a Because Certified Facilitator to your company for an intensive, custom session. Create your Becauses and implementation plan with 100% focus on your team and your business.

Gerry O'Brion Unlocks the Power of Because

to close more sales in crowded markets

While at P&G, Coors and Red Robin, Gerry led strategy and advertising development that sold billions of dollars of soap, beer and burgers. On the Coors Light brand, Gerry helped launch innovations that grew the brand by $250 Million.

Gerry’s Because Framework has been presented to over 50,000 CEOs, business owners, franchisees and sales teams.

Work with Gerry to unlock the power of Because for your industry or company to become the #1 choice in your market.


They Buy Your

Closing the sale in a crowded market.

Coming October 24, 2023

Sign up to be notified when the book launches.

They Buy Your Because


Would you like They Buy Your Because for the whole team or the whole company?

Want one customized to your company or industry?

Reach out and let us know what you need.