Polarity Partnerships

What Polarity Partnerships does

Polarity Partnerships is a privately held business management consulting firm founded by Barry Johnson, the creator of the Polarity Map® methodology in 1975, operating as Barry Johnson & Polarity Partnerships, LLC. The company teaches and licenses a proprietary both/and framework for managing chronic organizational tensions: the Polarity Map®, the 5-Step S.M.A.L.L. Process (See, Map, Assess, Learn, Leverage), the Polarity Approach to Continuity and Transformation (PACT™) certification, and a family of assessments. Its core 'technology' is a methodology productized through assessments, a Cloud-based Polarity Resource Portal with map libraries and facilitation guides, multiple certification delivery formats (on-demand, online facilitated, in-person retreat, hybrid), and an upcoming AI-assisted application called UNIPACT slated for 2025.

The company monetizes through a tiered licensing architecture: individual practitioner licenses at $300/year, organization licenses starting at $1,000/year, and Strategic Partner licenses at $3,000-$5,600+/year (Sole Props to large organizations), with additional revenue from certification program fees, custom assessments, and book sales (And: Volume One and Two). Distribution combines direct website and enterprise sales, a global network of 100+ Strategic Partners (including Center for Creative Leadership, Accenture Workday Practice, and George Mason University), a Certified Practitioner Directory spanning 15+ countries, and event-driven cohort programs delivered across global time zones.

Polarity Partnerships serves three primary customer segments: individual business leaders and executives addressing chronic strategic dilemmas; executive coaches, consultants, and trainers who license the methodology to differentiate their offerings; and larger organizations including healthcare systems, government/non-profits, and academic institutions. The firm maintains offices in Sacramento (HQ), Washington DC, Grand Rapids, Jacksonville, and Colorado Springs, and has been operating without disclosed external institutional investment.

Name

Polarity Partnerships

Legal name

Barry Johnson & Polarity Partnerships, LLC

Website

https://polaritypartnerships.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Polarity Partnerships is a privately held consulting firm that licenses the proprietary Polarity Map® and 5-Step S.M.A.L.L. Process methodology through certifications, assessments, and a network of 100+ Strategic Partners serving coaches, consultants, and organizational leaders worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Certification Programs: Revenue from PACT™ certification programs offered in multiple formats: On-Demand self-paced, Online Facilitated (cohort-based), and In-Person Retreat formats. Includes Mastery and advanced certification levels.
2. Individual Practitioner Licensing: Annual licensing fees for Basic and Certified Practitioners to use Polarity Map®, resources, and assessments. Basic license $300/year; Certified Practitioner license $300/year (first year included in certification cost).
3. Strategic Partner Organization Licensing: Annual licensing fees for consulting/training organizations: Sole Proprietors/LLCs at $3,000/year; Boutiques, Divisions, and Large Organizations starting at $5,600/year. Includes website presence, assessment demos, co-branding opportunities, and potential to offer certification.
4. Organization/Client Licensing: Internal use licensing for client organizations starting at $1,000/year, providing access to the Polarity Resource Portal, step-by-step guidance, video tutorials, and Polarity Map® Libraries for employees.
5. Publications and Products: Sales of books including 'And: Volume One – Foundations' and 'And: Volume Two – Applications' by Barry Johnson and Polarity Practitioners. Also PDF versions and bundle packages.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels8 records

Core offering

Polarity Partnerships offers consulting, certification, and licensing services centered on the proprietary Polarity Thinking® methodology developed by Barry Johnson. The firm sells PACT™ certification programs in multiple formats (on-demand, online facilitated, in-person retreat), licenses its Polarity Map® framework and 5-Step S.M.A.L.L. Process™ to consulting and training organizations, and provides Polarity Assessments™ and a cloud-based Polarity Resource Portal for leaders, coaches, and organizations to manage persistent interdependent tensions.

Product overview

Polarity Partnerships offers a comprehensive suite of products and services centered around Polarity Thinking methodology, which supplements either/or thinking with both/and thinking. The core offerings include the Polarity Map® (the foundational visual framework), PACT™ Certification programs (delivered via on-demand eLearning, facilitated online, or in-person retreats), and Polarity Assessments™ tools. These are supported by the cloud-based Polarity Resource Portal containing libraries, workshop designs, and practitioner resources. Additional products include SOAR Foundations and micro-credential programs for specialized applications. Upcoming for 2025 is UNIPACT, an AI-assisted dual-strategy development app. The company also publishes books including 'And: Volume One – Foundations' and 'And: Volume Two – Applications' by Barry Johnson and Polarity Practitioners.

Differentiator

Problem solved

Functional benefit

Products and services

• PACT™ Certification Program The company's primary certification program teaching the Polarity Approach to Continuity and Transformation methodology using the 5-Step S.M.A.L.L. Process to leverage polarities for solving problems, pursuing opportunities, and building strengths. Available in three formats: On-Demand self-paced eLearning, Online Facilitated cohort-based sessions, and In-Person Residential Retreat. Open to consultants, coaches, trainers, and organizational leaders.
• SOAR Foundations On-demand eLearning program using the S.O.A.R. Process (Sharing intent, Owning impact, Affirming alignment, Restoring relationships) for addressing workplace conflicts constructively. Designed for budget-conscious practitioners, leaders, and teams.
• Introduction to Polarity Practice On-demand introductory eLearning course for unlocking Both/And Thinking, grounded in PACT and the 5-Step S.M.A.L.L. Process. Designed for business leaders, coaches, and consultants who want foundational exposure before pursuing full certification.
• SOAR Facilitation Micro-Credential Micro-credential program equipping participants to lead conflict transformation using the SOAR toolkit and facilitate creative collaboration. For practitioners who want to add SOAR facilitation to their service offerings.
• Custom Polarity Assessments™ Micro-Credential Micro-credential program for differentiating coaching and consulting offerings through use of custom Polarity Assessments to define, measure, and sustain desired outcomes. Targeted at Certified Practitioners.
• Polarity Resource Portal Cloud-based portal providing Polarity Map® Libraries, 5-Step S.M.A.L.L. Application™ tool, ready-to-use and customized Polarity Assessments™ for Individuals, Teams, and Organizations, a 300+ page Facilitation GuideBook, Presentation Slide Decks, Tutorial Videos, Case Articles, and recorded Webinars. Available to licensed Strategic Partners, Certified Practitioners, and client organizations.
• Polarity Thinking® Licensing Program Annual licensing program for individuals and organizations to use the Polarity Thinking™ methodology, Polarity Map®, and associated tools commercially. Tiers include Basic Practitioner ($300/year), Certified Practitioner ($300/year), Strategic Partner Sole Proprietor/LLC ($3,000/year), Strategic Partner Boutique/Division/Large Organization (starting $5,600/year), and Client Organization License (starting $1,000/year). Includes access to the Polarity Resource Portal, website presence, co-branding, and revenue-sharing opportunities.
• UNIPACT AI-assisted dual-strategy development app for leaders, teams, and organizations that combines generative AI and knowledge retrieval capabilities with Polarity Thinking methodology to navigate polarity challenges. Scheduled for 2025 release as an upcoming offering within the Polarity Resource Portal.
• And: Volume One – Foundations (Book) Paperback and PDF book by Barry Johnson covering the foundations of And-thinking and Polarity Management. Represents learnings and refinements since his 1992 book 'Polarity Management: Identifying and Managing Unsolvable Problems.'
• And: Volume Two – Applications (Book) Paperback and PDF book by Polarity Practitioners covering practical applications of Polarity Thinking principles and methodologies. Companion volume to And: Volume One.

Quantifiable outcome

• Organizations applying Polarity Thinking achieve measurable results in strategy execution, culture alignment, and performance outcomes

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

24 partnerships are on record, tiered regional, flagship and core.

• Big Futures Inc.regionalStrategic or Co-development Partner · 1 January 2016Supports and inspires individuals and entrepreneurial businesses to achieve Moon Shots through Moon Project Program. Launched Nexus Project integrating Polarity Thinking as nexus point for inner and outer growth factors.
• The Leadership AllianceflagshipStrategic or Co-development Partner · 1 January 2015Launched by Geneva Centre for Security Policy and Center for Creative Leadership to help individuals, organizations, and communities advancing peace and security improve their effectiveness. Uses experiential approach based on 'There is no learning without change; there is no change without learning.'
• Innovative OD Center (IOC)coreStrategic or Co-development Partner · 1 January 2010First institution in China to introduce OD professional theory and practical course system integrating Chinese and Western innovation. Has established long-term strategic cooperative relationships with leading international OD institutions.
• BSEAregionalStrategic or Co-development Partner · 1 January 2008Strategy and Performance Management Consulting and Training firm facilitating companies, government departments, and not-for-profit organizations to develop and implement transformational strategies and performance management systems.
• Center for Creative Leadership (CCL)flagshipStrategic or Co-development PartnerCCL offers exclusive focus on leadership education and research, equipping clients worldwide with skills to achieve more through creative leadership. Polarity Thinking is integrated into CCL programming to help clients think and act beyond boundaries that limit effectiveness.
• Accenture Workday Practice (formerly Sierra-Cedar)coreStrategic or Co-development PartnerDelivers innovative change management services to Workday clients, leveraging distinctive data-driven insights and Polarity Thinking principles to help organizations prepare for and manage business, organizational, and workforce transitions.
• IOC Consulting Ecosystem Team (IOCC)coreStrategic or Co-development PartnerCommitted to exploring organizational development practices integrating Chinese and Western wisdom and future-oriented ecological organizational operation models. Helps companies achieve key leaps and organizational breakthroughs.
• SEBRAEregionalStrategic or Co-development PartnerBrazilian micro and small business support service working to transform entrepreneurs' lives and environments. Located in every state in Brazil, supporting small businesses throughout Paraná for over 45 years.
• Center for the Advancement of Well-Being (CWB)coreStrategic or Co-development PartnerInterdisciplinary center at George Mason University dedicated to helping individuals and organizations thrive in complexity and uncertainty. Offers Polarity Thinking Certificate Program.
• Key Executive Leadership ProgramscoreStrategic or Co-development PartnerDevelops extraordinary leaders with passion for public service. Programs are applied and based on relevant theory, structured to create shared learning environments where executives apply learning immediately in their workplaces.
• FCC ServicescoreStrategic or Co-development PartnerBusiness services and consulting firm providing governance, leadership development, conferences, thought leadership, strategic talent management, and risk management for over 40 years.
• Leadership Forum Community (LFC)coreStrategic or Co-development PartnerLifelong learning community where individuals and organizations connect to further the practice of conscious leadership. Uses experiential, innovative learning experiences, mentorship, and personal rejuvenation to enhance the leadership journey.
• MissingLogic, LLCStrategic or Co-development PartnerEquips individuals and healthcare organizations with game-changing logic, principles, and processes to leverage tensions and differentiate them from problems to be solved. Focus on achieving Quadruple Aim in healthcare.
• Chalmers BrotherscoreStrategic or Co-development PartnerCertified ontological coach, best-selling author, and leadership/organizational consultant helping clients build new foundation for dramatic, sustained improvements through language, conversations, and self-awareness.
• SixSEED PartnerscoreStrategic or Co-development PartnerGuides forward-thinking healthcare leaders to create sustainable, transformational change. Customizable multi-prong approach focusing on increasing leader, team, and system-level capacities to respond effectively to challenges.
• The Bonnie Wesorick Center for Health Care TransformationcoreStrategic or Co-development PartnerEndowed center at Grand Valley State University's Kirkhof College of Nursing promoting interprofessional collaboration. Home to the Interprofessional Institute for Polarity Thinking in Health Care.
• Frew & AssociatesregionalStrategic or Co-development PartnerExposes leaders to foundational performance and leadership concepts through High Order Thought framework promoting higher clarity of thought. Uses Polarity Thinking to help clients meet complex business challenges.
• Real Time Strategic ChangecoreStrategic or Co-development PartnerGlobal consulting firm specializing in helping organizations create fast and lasting results using values including fast/lasting change, predictable outcomes/flexible processes, and clear guidance/innovative solutions.
• The Center for Character-Based LeadershipregionalStrategic or Co-development PartnerFocuses on character development work with awareness of larger performance culture. Works with leaders to identify and focus on cultural levers that make real difference to performance culture.
• Opposite StrengthsregionalStrategic or Co-development PartnerPsychological system applying Polarity Thinking concept to psychology of individual and organizational growth. Based on pioneer work of Dr. J. W. Thomas, using three pairs of opposite psychological strengths.
• Threshold AssociatesregionalStrategic or Co-development PartnerFacilitates transformational change in organizations and communities through stakeholder engagement, large-scale change processes, and leadership development. Addresses 'messy opportunities' using Polarity Thinking.
• The Institute for Polarities of DemocracycoreStrategic or Co-development PartnerLeverages theoretical Idealism and practical realism. Dr. Bill Benet's Polarities of Democracy unifying theory is powered by practice tools and processes of Dr. Barry Johnson/Polarity Partnerships.
• The Initiative Advancing the Blue and Black PartnershipregionalStrategic or Co-development PartnerMission to heal community-police relationship and create safer communities. Works with local leaders, communities, and law enforcement to create scalable solutions for systemic change.
• Partnership AdvantageregionalStrategic or Co-development PartnerSupports continued growth of organizations and builds capacity of leaders to navigate uncertainty and change. Uses proprietary Five Leadership Practices framework for leadership development and organizational consulting.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• FranklinCovey: FranklinCovey sells proprietary leadership and effectiveness methodologies (e.g., The 7 Habits) through certification programs, training, and enterprise licensing — directly comparable to Polarity Partnerships' certification and licensing model for Polarity Thinking.
• The Ken Blanchard Companies: Ken Blanchard Companies licenses and certifies partners in proprietary leadership methodologies (SLII, etc.) through training, certification programs, and global partner network — structurally analogous to Polarity Partnerships' PACT licensing ecosystem.
• Crucial Learning: Crucial Learning (formerly VitalSmarts) commercializes proprietary leadership and communication methodologies (Crucial Conversations, Crucial Influence) via training, certification, and licensing — a close analogue in niche methodology monetization.
• Wilson Learning: Wilson Learning develops and licenses proprietary leadership, sales, and human performance improvement methodologies through certified consultants and global partners — comparable in business model and training-product focus.

Broad incumbents

• Center for Creative Leadership (CCL): CCL is a flagship leadership development research institution that integrates Polarity Thinking into its programming. As both a named strategic partner and an incumbent in the broader leadership development space, CCL overlaps significantly with Polarity Partnerships' domain.
• DDI (Development Dimensions International): DDI is a global leadership development firm offering proprietary assessment, training, and certification programs to enterprise clients — overlapping with Polarity Partnerships across leadership methodology, assessment, and certification.
• Korn Ferry: Korn Ferry is a global organizational consulting firm offering executive coaching, leadership development, and assessment services at enterprise scale — a broader incumbent in the same consulting category where Polarity Partnerships operates.
• BTS: BTS provides leadership development and business acumen simulations, assessments, and consulting for enterprises worldwide — comparable as a methodology-driven leadership development consultancy serving similar buyer personas.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/polaritypartner
• Facebookfacebook.com/PolarityPartnerships
• LinkedInlinkedin.com/company/polarity-partnerships

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Polarity Partnerships