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Certification & Licensing


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Certification & Licensing


We certify and license consultants, coaches, trainers, teachers, psychologists and virtually any professional advisor to offer Polarity Thinking™ concepts, practices and tools to their clients and customers.

independent practitioners

Add Value to Your Client Offerings

Learn how the PACT™ Process, Polarity Map® and Polarity Assessment™ supplement and support all the work you are currently doing. We offer open enrollment programs in-person, online and through one-on-one support applying the PACT™ to a client engagement. Levels of certification include:

Consulting Organizations

Co-brand Polarity Concepts, Practices & Tools

If your organization is interested in learning more about becoming a Polarity Partnerships Strategic Partner, let us share with you our business model for supporting Your Mission & Margin.

We build your capacity to deliver Polarity Thinking™ programs and services to your clients while protecting and enhancing your identity, brand and reputation in the marketplace. We support you in:

  • Bringing new Polarity Thinking™ offerings to your clients

  • Integrating Polarity Thinking™ into your existing client offerings including services, programs, products and approaches

  • Broadening your client engagements and increasing revenue streams associated with delivery of these programs and services

Client Organizations

Become a More Effective Organization Immediately and Over Time

The Polarity Approach to Continuity and Transformation (PACT)™ and The Polarity Assessment™ can increase your organization's effectiveness at any level - from individual leaders and contributors to large scale enterprise-wide change initiatives. Polarity Partnerships builds the capacity of internal organization resource teams and innovation champions to apply Polarity Thinking™ concepts, practices and tools to their most critical objectives. Contact us to learn more about how your organization can reduce its reliance on external consultants and coaches. 

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Licensing Levels, Benefits & Fees


Licensing Levels, Benefits & Fees


Polarity Partnerships licenses individuals and organizations to use the Polarity Map®, principles, the Polarity Assessment™, the 5-Step S.M.A.L.L.™ process and misc. tools and resources commercially. In the spirit of leveraging the tension between, "Meeting Our Customers Unique Needs" AND "Fairness for All," we have developed licensing categories – each with common and unique benefits & fees to accommodate a diverse range of individuals and organizations that want to leverage Polarity concepts, practices and tools in their commercial offerings. 

  • Individual Practitioner License: Consultants, coaches, trainers and professional advisors who want to include a substantive integration of Polarity theory, practices and tools in their commercial offerings to clients. This license requires no special training or certification. It supports the use, with clients, of the Polarity Map® & Principles and the resources on the Polarity Resource Portal (excludes the ability to create Polarity Assessments™). Annual Licensing Fees: $250/year 

  • Certified Practitioner License: This license requires an Individual Practitioner to be certified in Foundations and Professional Applications. First year licensing fees are included in the cost of certification. It supports the use of the Polarity Map® & Principles, the resources on the Polarity Resource Portal and the use of the web-based Polarity Assessment™. Annual fees include one small Polarity Assessment™ (valued at $900). Annual Licensing Fees: $450/year 

  • Individual Strategic Partner: This license requires an Individual Partner to be certified in Foundations and Professional Applications. It supports the use of the Polarity Map® & Principles, the resources on the Polarity Resource Portal and the use of the web-based Polarity Assessment™. Annual Licensing Fees: $3,000/year and Partner benefits include:

o Presence on Polarity Partnerships’ web site as a Strategic Partner 

o Unlimited Polarity Assessment Marketing Demos 

o One large or two small Polarity Assessments (value up to $3,825 value) 

o Potential to offer certification in Foundations and Professional Applications in Polarity Thinking (demonstrated experience required) 

o Additional volume discounts on Polarity Assessments™ 

o Reduced fees for Polarity Partnerships’ delivery and coaching as needed 

o Passive royalty revenue sharing opportunities 

o For a nominal pass-through fee: May “white label” the Polarity Resource Portal* 

  • Strategic Partner Organization: Consulting, coaching, training and educational organizations that are including a substantive integration of Polarity theory, practices and/or tools in their commercial offerings. This license requires at least one person in the Organization to be certified in Foundations and Professional Applications in PACT™, and/or for any resources delivering substantive Polarity related offerings to become certified. It supports the use of the Polarity Map® & Principles, the Polarity Resources on the Resource Portal and the use of the web-based Polarity Assessment®. 

Strategic Partner Annual Licensing Fees vary depending on the size of organization and its client portfolio, how it intends to embed Polarity into its current and future offerings and the number of resources it needs to train. Partner benefits include: 

o Presence on Polarity Partnerships’ web site as a Strategic Partner 

o Unlimited Polarity Assessment Marketing Demos 

o One large and one small Polarity Assessment (a $4,725 value) 

o Potential to offer certification in Foundations and Professional Applications in Polarity Thinking (demonstrated experience required) 

o Reduced certification costs and start-up license good for 18 months 

o Additional volume discounts on Polarity Assessments™ 

o Reduced fees for Polarity Partnerships’ delivery and coaching as needed 

o Passive royalty revenue sharing opportunities 

o For a nominal pass-through fee: May “white label” the Polarity Resource Portal 

o More Details 

  • Client Organization Memberships & Client Organization Licensing: Client organizations who want to leverage Polarity theory, practices and tools internally to make them more effective immediately and over time. No special training is required to access the Polarity Resource Portal at a Basic User level. Annual Licensing Fees vary depending on the size of organization and number of desired user accounts and start at $1,000/year. Resources for employees include: 

    • Step-by-step guidance and resources related to Seeing, Mapping, Assessing, Learning and Leveraging Polarities immediately and over time 

    • o Introductory & overview video tutorials to build awareness of what Polarities are, how they impact our aspirations & challenges and how our responses to them can generate vicious or virtuous cycles 

    • o A Public Library of Polarity Maps® for common polarities experienced by individuals, teams and organizations 

    • o Personal and Organizational Polarity Map® Libraries so individuals, teams, divisions and the organization as a whole can track and build upon their Polarity insights and actions 

  • Non-Commercial, Personal and Low/No Fee Use: When you want to use our Polarity Map® & Principles in K-12 teaching, academic research and publishing, or for volunteer work, etc. in which you are working for low/no fees, discounts from 30% - 100% will be applied. Polarity Partnerships is committed to supporting and joining you in making a positive difference in your community.  

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Licensing Policy & Sourcing Guidelines


Licensing Policy & Sourcing Guidelines



 Polarity Partnerships, LLC Licensing & Sourcing Policy 

Polarity Partnerships, LLC licenses individuals and organizations to use the Polarity Map®, principles, the Polarity Assessment™, the 5-Step S.M.A.L.L.™ process and misc. tools and resources commercially. We realize the term “licensing” means different things to different people and seek to clarify what “licensing” means to Polarity Partnerships. Our guidelines and underlying purpose associated with our licensing model are described below: 

  • Purpose: Ensure proper acknowledgement of the source of the Polarity Map®, principles and associated processes and resources developed by Barry Johnson & Polarity Partnerships, LLC.

    • It is sufficient when sharing content to include the following sentence in a legible format on the Polarity Map® (either in the Polarity Map® graphic or bottom of a page where the Polarity Map® is portrayed): 

Polarity Map® is a registered trademark of Barry Johnson & Polarity Partnerships, LLC. Commercial use encouraged with permission. 

  • Purpose: Protect the integrity of the Polarity Map® in its most current form.

    • Your Polarity Map® should include the all key elements of the Polarity Map® including the quadrants, infinity loop, poles, use of the word AND between the poles, synergy arrows, GPS, DF, prompts in the Map, and when reprinted in color, maintain the original colors in the Polarity Map®. We encourage you to include the Action Steps and Early Warnings field when appropriate as they are an integral part of the Polarity Map® and 5-Step S.M.A.L.L.™ Process. 

  • Purpose: Protect our licensees and Strategic Partners and the investment they make in bringing Polarity IP to market.

    • Polarity Partnerships has a clear licensing mechanism and minimum requirements 

  • Purpose: Collect modest licensing fees to pay for the support and resources provided by Polarity Partnerships, LLC.

    • Our licensing fees are minimal to reduce barriers to entry (starting at $250/year for individual practitioners) and we have a policy that no one is turned away for lack of funds. We discount our fees to work within any budget realities. There are no fees associated with personal and non-commercial use of our IP. 

Sharing of Polarity IP 

We seek to minimize the effort and complexity of our licensees and Strategic Partners sharing of the Polarity Map®, principles and associated tools, processes & resources. We simply ask that when sharing elements of the Polarity System™ with their clients, students and/or customers that Licensees and Strategic Partners: 

  • Ensure proper acknowledgement of the source of the Polarity Map®, principles and associated processes and resources developed by Barry Johnson & Polarity Partnerships, LLC.

    • It is sufficient when sharing content to include the following sentence in a legible format on the Polarity Map® (either in the Polarity Map® graphic or bottom of a page where the Polarity Map® is portrayed): 

      • Polarity Map® is a registered trademark of Barry Johnson & Polarity Partnerships, LLC. Commercial use encouraged with permission. 

  • Protect the integrity of the Polarity Map® in its most current form.

    • Your Polarity Map® should include the all key elements of the Polarity Map® including the four quadrants, infinity loop, poles, use of the word, “AND” between the poles, synergy arrows, GPS, DF, prompts in the Map, and when presented and/or printed in color, maintain the original colors in the Polarity Map®. We encourage you to include the Action Steps and Early Warnings field when appropriate as they are an integral part of the Polarity Map® and 5-Step S.M.A.L.L.™ Process. 

Strategic Partnerships: It is our intention to build Strategic Partnerships with individuals and organizations to increase the scope, scale, and sustainability of our mutual missions and margins. Some of our Partnership principles and practices include: 

  • We approach our Partnerships from a frame of mutual “Optimal Desired AND Minimum Required.” Each Partnership is adapted to fit the unique needs of a particular Strategic Partner while respecting fairness and consistency among Partners in a global marketplace. 

  • We build the visibility and credibility of our Strategic Partners. We feature their organizations on our websites, their work on the Polarity Resource Portal, give Practitioners, Strategic Partners and Clients a platform at our Learning Community, and provide additional marketing tools (such as Marketing Assessments for Partner websites and social media). We also refer work and collaborate with our Strategic Partners. 

  • We encourage all licensees to make the Polarity Resource Portal available to their clients. To strengthen brand identity and protect the client relationships of our licensees we provide “white labeling” of the Polarity Resource Portal for minimal to no cost 

  • We have policies and systems in place to avoid competing with our licensees and Strategic Partners in the marketplace and to protect the integrity of the relationships our licensees have with their clients, students and/or customers. These processes & systems have been developed through trial and error and require good faith effort and assumed positive intent on the part of all parties to work effectively. 

  • We realize Partnerships grow and thrive through mutuality and collaboration. We are committed to the continued evolution of our policies, practices and agreements as we learn with and from one another.