How do you create sustainable performance in teams navigating constant change? Holly Cook, co-founder of the Australia-based consultancy North, has spent the last decade doing just that with the Strength Deployment Inventory® (SDI®). Through her work with leaders, teams, and organizations across the private and public sectors, Holly has developed proven strategies for embedding the SDI into organizational culture. We met with her to learn more about her experiences and her approach to maximizing the SDI’s impact.

Holly’s introduction to the SDI began during her time at KPMG and has shaped her approach to strengths-based development. When she co-founded North three years ago, it naturally became a key part of her business.
“We embed it in everything we do,” she explained.
North specializes in sustainable high performance, offering executive coaching, team development, keynote speaking, and more. The SDI is woven into team workshops, coaching sessions, and long-term development programs as an enabler that supports North’s sustainable high-performance framework.
“It’s integral to building performance in teams and fostering collaboration,” Holly said.
Describing how North introduces the SDI during virtual and in-person workshops, Holly shared, “We start with individual and team debriefs. The SDI becomes a language we embed throughout our programs.”
For example, in six-session team workshops, the SDI insights are revisited regularly to deepen understanding and application over time.
Transforming Team Dynamics in Government Agencies
Holly’s impact is particularly notable in her work with Queensland’s government agencies. Over the past two years, she has introduced the SDI to half the agencies in the region, helping them navigate organizational changes and build stronger collaboration.
“Government departments are constantly shifting,” she said. “The SDI helps teams integrate, collaborate, and adapt.”
For example, she described working with a department undergoing a merger, where team members from different groups used the SDI to uncover their motivational differences and find common ground. The result was smoother transitions, improved understanding, and stronger relationships. Her efforts create a ripple effect, with individuals and managers bringing their SDI experience into new roles and advocating for its adoption within their teams.
Building Understanding and Trust with the SDI
Holly highlighted the SDI’s ability to foster understanding within teams, particularly around motivations, strengths, and conflict.
“The anchor and buoy metaphor is foundational,” she explained. “It’s really insightful because people realize that behaviors stem from genuine motivation. Now they know how to engage with each other, or they understand why there has been conflict in the past.”
She also emphasized the power of exploring overdone strengths.
“This is where I see the greatest moments of change,” she said. “When clients understand how their strengths can be perceived negatively, we discuss that the answer is not to stop using your strengths. The answer is to bring awareness to them, seek permission to dial them up, show the good intentions you have. But also, be open to feedback about when others experience them in a way that creates conflict. That really leads to more authentic connections within the team.”
The SDI Platform’s Compare feature further enhances these insights. Holly described it as a “gamechanger,” providing participants with a private space to explore relationships with colleagues.
“I’ve had clients tell me they’ve used it to repair relationships with people they’ve had conflict with because they now understand that person’s motivations better,” she said.
Practical Tips for Fellow Practitioners
For those new to the SDI, Holly’s advice is straightforward: start with the basics.
“Focus on understanding the core concepts and how they align with your clients’ needs,” she recommended.
She also stressed the importance of repetition.
“Reinforce key concepts in every workshop. For many participants, these ideas are new and require unlearning old habits. Repetition helps them internalize the SDI’s language and principles, allowing them to apply them effectively.”
Another recommendation is to focus on what resonates most with clients.
“Spend time on motivations and conflict sequences,” Holly advised. “These are often the moments where participants experience real breakthroughs.”
Lastly, Holly encouraged leveraging resources like the SDI mobile app to extend the learning experience beyond initial training.
“The app helps clients revisit their motivations and insights, keeping the SDI language alive in their daily routines,” she said. “Using the Compare feature within the mobile app makes it easy for participants to sustain their growth and apply SDI concepts in real time.”
Embedding the SDI in Organizational Culture
By revisiting the SDI regularly and introducing it at different layers of the organization, Holly and the North team help create lasting change.
“As more employees adopt the SDI, it becomes part of the organizational DNA and creates a shared language that strengthens collaboration and trust across the board,” she explained.
She highlighted the ripple effect that occurs when the SDI is effectively embedded. Teams begin to internalize its principles, making it a core part of how they work together and fostering a culture of sustained collaboration and mutual respect.
Looking Ahead
Reflecting on her journey with the SDI, Holly said she appreciates its continual evolution.
“The improvements over the years have made it even more effective,” she said. “The ability to adapt the tool for different contexts and the support from the SDI team have been invaluable.”
Through her work at North, Holly continues to empower leaders and teams, ensuring the SDI remains a vital tool for collaboration and performance. Her insights can help other SDI partners create the same impact through embedding the SDI into their clients’ organizational cultures.