Tina Forsyth

Big news

Tina — Fri, 01 May 2026 18:38:55 +0000

I really had no idea that on April 2nd, 2009… something pretty big was happening.

It was the kickoff call for my very first Certified OBM® training program.

We had 21 people in that first cohort (I just found the original roster of folks who were a part of that very first group)… and I remember being NERVOUS as can be.

Little did I know what Certified OBM was about to become. That it would not only set the standard for the Online Business Manager profession (and become the template for countless similar trainings that have come along since), but it would also become a model for the power of creating a certification program.

In the 17 years since then, over a thousand OBMs have been certified. They in turn have served tens of thousands of business owners. Certified OBMs have become “the magic” operational foundation for countless businesses.

Which brings me to today.

I’m overjoyed to announce that leadership of the International Association of Online Business Managers and Certified OBM has now been handed over – to Amanda Hyde-Pierce — and I couldn’t be more excited about what’s ahead.

Since 2020, Amanda has been part of the community as a Certified OBM, a licensed trainer, and every possible capacity: student, solo OBM, agency owner, behind-the-scenes collaborator.

She knows the OBM world from the inside out and I could not have asked for a better person to pass the torch to.

What makes this moment feel especially right is the timing. In the new AI era, where everything is changing – tools, the way we work, the way businesses are run, and what leadership actually looks like, the need for strategic, human-led operations has never been greater. Amanda understands this and has a clear vision for the incredible opportunity it represents for Certified OBMs and their clients.

With that, I wanted to share the big news. After 17 years, I am stepping out of leadership and thrilled to leave Certified OBM in Amanda’s more than capable hands.

As for me?

Certified OBM has been my greatest teacher… through the highs and the lows. It challenged me. Because of it, I learned to step into my leadership – to own my strengths and face my growth edge. I can’t wait to support more leaders on this journey.

Of course, in 17 years, I worked with some of the most dedicated and smart people in the industry. People who have cared about the Certified OBM community as much as I have. A special shout out to Tiffany Johnson who helped me build the foundation from day one, to Dori Tattrie for her unwavering support of the community and to Jen Caswell and Jen Hazlett for being the ‘magic behind the scenes’ today. I’m also grateful to our Certified OBM Trainer Keldie Jamieson who – alongside Amanda – has been such a caring and committed leader for our students. I’m excited to see the next adventures they will create.

And of course, thanks to my business bestie Andrea J Lee – who was there with me on that very first call back in 2009 and who was the little voice in my ear telling me I could do this and it would be amazing.

Seeing a business through from idea to exit is a unique and empowering experience. It was unexpectedly challenging at times and I’m quite proud of where we’ve ended up.

Now I will have more time to do my favorite thing: help leaders turn their IP into certification/licensing programs that scale… into industry-changing movements and build true wealth. Now that I’ve done exactly that, I’m even more fired up to light the way for others.

I am also leaving myself open to possibilities – giving myself the space and time to exhale and just be – without immediate plans or expectations. I’ll continue to spend my days walking my pups and doing my puzzles, with a bit of golf now that spring has sprung here in Alberta.

Oh, and yes! Time for fun hosting the upcoming Canadian Jigsaw Puzzle National Championships at the end of May, which is being livestreamed (I’ll keep you posted! You can come geek out with me in the exciting world of speed puzzling ;-)

Please join me in celebrating the news – a 17 year legacy and vision has come to a close, with incredible things ahead. Stay tuned for more writing about leadership, scaling and becoming who we are meant to be – perhaps even more transparent now that I have space to process things more deeply myself.

Thank you for sharing the journey in big ways and small.

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The (hidden) thing stopping leaders from launching a certification

Tina — Wed, 18 Feb 2026 17:24:51 +0000

There is an eeek factor that comes into play when launching a certification out into the world.

An identity crisis of sorts.

Because you are shifting from being the delivery mechanism of your IP, to being the steward of your IP.

You are putting yourself out there as a leader. You are saying to the world “this works & the world needs more of it” and inviting folks to be a part of it.

This is a scary step! It brings up all kinds of fear.

“What if folks don’t want it”

“What if I do a poor job of delivering the certification”

“What if the people I certify do a poor job”

And the doozy imo:

“What will people think of me”

If you are anything like me you are a people pleaser at heart. And the worst thing in the world for a people pleaser is to feel like we let someone down.

When I launched the Certified OBM program back in 2009 my biggest fear by far was what would people think of me.

“Who does Tina think she is? Come on now… this is ridiculous. No one wants this. She’s just made up a role that doesn’t even exist.” Etc etc

This was the part that held me back from creating my certification initially. Even after I had the strategy and structure all laid out. Even after I had the plan and people around me who wanted it.

Thankfully I had my biz bestie Andrea J. Lee in my corner to help me work through all of that and to give me a loving kick in the butt.

Stepping into your next level of leadership is one of the hardest parts of creating a certification.

It’s not the planning. It’s not the strategy or the curriculum. Or all the backend things it takes to make an amazing certification.

That’s the easy part – I can lay that all out for you in a day.

It’s taking that deep breath. Stepping out and saying “here it is world”. It’s the easiest part and the hardest part all at the same time.

If you’ve been sitting on a certification for a while here’s how I like to look at it.

This isn’t about you.

It’s about what you’ve created.

The IP that you KNOW works and that is begging to be out in the world in bigger ways.

It’s really not about us at all. We are the stewards of this work and if certification truly is part of our path, then letting fear stop us isn’t only hurting us… it’s hurting all the people around us that can be helped. The folks who get certified and the people they get to help in turn.

What is your IP asking to be in the world? <— that’s what really matters.

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The best model for big visions

Tina — Thu, 12 Feb 2026 19:28:40 +0000

Yes, I’m all about certifications. I believe it’s the best business model for established experts who have a big vision for their body of work in the world.

But even deeper than I take a stand on letting your IP do the work it was created to do.

The online / expert / coaching space is an interesting duck in that it’s all about personal branding. We are our businesses. Our faces and names are on everything that we offer. Folks hire US.

Even when we have leveraged or group programs – they are often still based on US showing up in some way. Especially around the marketing (I know many a highly successful coach / expert who knows for a fact that if they aren’t the face of their marketing they don’t get the same results)

There are two problems with this:

You are trapped in your own success. You may have amazing clients and great income – and if you step away your business will shrink. If people are still buying you it’s pretty hard to step out of that in most leveraged models.
You are stifling the impact of your IP. I’m a strong believer that when we have created something that works – something that you have proven creates results – then it should be out in the world in as big a way as possible.

This is why certification matters. Why it’s the best model for those who have created amazing IP and have a big vision for it.

It’s the best way to get “you” out of the equation – so that you are no longer trapped in your own success – while amplifying the expansion of your IP in the world through other people.

Yes, I’m biased about it because I’ve lived it. I’ve seen firsthand how proven IP and a big vision can change the world for multitudes of people through my Certified OBM program.

Would the OBM world be what it is today if I hadn’t launched that program in 2009? Chances are it wouldn’t.

If you’ve done the hard work of creating your IP and proving its success – what is the next step for you?

And if you haven’t considered certification yet perhaps now is the time to do so… consider this a loving tap on the shoulder.

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Add-On Certifications?

Tina — Thu, 29 Jan 2026 08:35:13 +0000

Not all certifications need to be “roles” – meaning that they turn into the main thing a person does.

In fact, some of the best certifications out there I would classify as “add on” certifications.

Folks get certified in something they can add-on to what they do already.

A coach who gets certified in a particular leadership framework that they can use with existing clients
A service provider who gets certified in a tech tool that they can now include in their service menu
A trainer who gets certified to teach a particular workshop as part of their speaking
A consultant who gets certified to deliver an assessment that fits into their existing packages

If I was to start a new certification today it would fall into this category.

It’s much easier to create. Much easier for folks to learn and master. And ultimately much easier to manage from a brand and reputation perspective.

If you’ve been noodling on certification and feeling like it has to be this “big thing” and encompass the bulk of your work.

Perhaps there is an easier path?

Play with the question – what is the simplest certification I could offer?

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What makes 2026 different (so far)

Tina — Wed, 14 Jan 2026 12:38:16 +0000

There is a choice to be made in 2026.

Sit back and see what happens.

Or chart your own course through the chaos.

I was saying to someone just the other day that there is something different in the air already this year. For me it feels very similar to previous years that were full of uncertainty and yet ripe with possibility.

It’s reminding me of 2009. That was the year I launched the Certified OBM program.

We were fresh off the financial crisis of 2008 and in the middle of a recession. Logic would say, it was NOT a good time to launch something new.

And yet I did. I had 20 people go through the certification that first year and it was the start of what became a movement. Of changing the way folks worked with and supported online businesses. Of business owners finding the folks they needed to run a business with them and not just work “for” them.

What if I had listened to all the nay sayers out there at the time. All the folks who were extra cautious and in “wait and see” mode?

Chances are that the OBM world may not be what it is today. And I don’t say that lightly.

Do I have any proof that this is what 2026 is all about? Nope.

But I do have that *feeling* again… it’s in the air right now. I’m seeing other folks talk about it too.

If you have something you’ve been sitting on. Waiting for the ‘right time’ to bring it out… perhaps now is that time.

If something is calling your name and it just won’t leave you be… perhaps now is the time.

If you have a big vision that you want to see come to life, there is fertile ground all around us right now waiting to be planted.

2025 was a ‘wait and see’ year. We all felt it.

2026 is a ‘make it happen’ year. <– that’s the choice

Because let’s be real. The world isn’t going to settle down anytime soon. So if we continue to wait and see… well, we may be waiting a long time.

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Mission or Movement?

Tina — Thu, 08 Jan 2026 15:40:13 +0000

Do you have a mission or a movement?

We had this conversation this morning in a mastermind that I’m a part of, and something really clicked for me.

I’ve always talked about working with folks who have big missions. But the truth is, I work with folks who are building movements. Who are challenging the status quo. Who are transforming industries. Who are setting the *new* standards for how things are done.

Certification is a brilliant movement model.

1. It creates identity and belonging

When someone becomes certified, they’re not just learning skills—they’re joining a tribe. They get to say “I’m a Certified X” which gives them a badge of credibility and connects them to others who share that designation.

2. It sets a standard

Movements often challenge the status quo by saying “there’s a better way.” Certification codifies that better way. You’re essentially saying, “This is how it should be done,” and creating a shared language and methodology that separates your approach from everyone else’s.

3. It’s inherently scalable through others

Unlike a service you deliver yourself, certification multiplies your impact. Every person you certify becomes an ambassador for your methodology. They go out and apply it, teach it, reference it—spreading the movement without you being in every room.

4. It builds momentum

As more people get certified, the certification itself gains credibility and value. Early adopters validate it, which attracts the next wave, which strengthens it further. That’s how movements grow.

5. It creates ownership

People who invest time and money to get certified have skin in the game. They’re not just consumers of your content—they’re stakeholders in the success of what you’ve built.

This is the power of the certification model. And 2026 is the year to make it happen.

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3 reasons why certification programs fail

Tina — Wed, 17 Dec 2025 10:42:08 +0000

I’ve seen certification programs come and go, and the most common reason I hear from folks who shut down a certification is this:

“The folks we were certifying weren’t doing a good enough job. They aren’t representing our work and brand well.”

If the folks you are certifying aren’t doing good work on the other end it is a huge issue. It affects your brand and reputation.

I don’t blame someone for shutting down a program that isn’t effective, but I certainly hate to see it happen as chances are it’s fixable.

How do you make sure that your certification sets folks up for success, so that they are able to do great work, represent your brand well and achieve the ROI they are looking for?

These are the 3 main reasons I will see certification programs fail.

1 – Letting the wrong folks into the program

You want to be crystal clear on your ideal student avatar and who you let into the program. The challenge with a great certification program is that there will be folks who may want to join, but aren’t actually a great fit. As I lovingly like to say “Just because they want it, doesn’t mean they get it.”

It doesn’t matter how great your training is or how motivated they are to do well, there are certain things that can’t be taught. Be picky about who you allow into your program.

2 – Your training is not based on adult learning best practices

Watching a series of online videos and coming to a Q&A call is not an effective learning experience (even though many of us – myself included! – were taught to do it this way.) It’s important that your training provides the opportunity for integration and application throughout the journey, so your folks come out the other end not just “knowing” stuff but having applied it.

3 – Your testing process isn’t deep enough

I had this conversation with a client just yesterday. For the most part, an online, multiple choice quiz is not a strong enough testing process. All that it proves is that they know enough to answer the questions (or to look it up quickly) but it doesn’t show you that they actually know how to do the work. A solid testing process demonstrates their abilities, it doesn’t just test their knowledge.

These are exactly what I work on with my clients as we design their certification programs from scratch or as we work to improve an existing program.

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No launching required?

Tina — Wed, 03 Dec 2025 12:48:25 +0000

One of my favorite certification model strategies is what I call the ‘no launching required strategy’. (yes please!)

Here’s how it works:

You build your certification in as ‘a next level’ in your existing offer suite.

Folks come into your initial program where they’re learning your ‘stuff’ and applying it to their own business. They see results. They have a great experience.

This leads to an interesting opportunity on both sides:

Your clients want more from you – because they’ve had a good experience.
And you would like to have a ‘next level’ for them to continue their journey with you.

Certification can be that next level.

When folks have a great experience in your programs, they often want to take what has worked so well for them and help others with it too. This is where certification kicks in.

There are 2 main benefits to this model:

People will already be familiar with your methodology because they’ve already done a program with you and proven that it works.
It’s much easier to invite existing clients into a ‘next level’ program than it is to keep launching to new prospects. Your certification marketing can be as simple as reaching out to existing clients who meet certain criteria and inviting them to join. No big fancy launches needed.

I have a client who restructured her existing programs into different levels with certification as the advanced option. She messaged me to say it’s working beautifully!

Another client is keeping certification on the backend as a ‘by invite only’ offer for those who do the work and qualify. She’s excited by not having to do big launches!

Certification does not have to be “another program that I need to launch again and again – ooof”

What if – instead – it fit naturally into the flow of what you are offering already?

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Do I really need to wait 3 years?

Tina — Mon, 24 Nov 2025 17:45:34 +0000

I just hopped off a call with someone who asked:

“Tina, do I really need to wait 3 years? Is it ever OK to create a certification around something that I haven’t been doing yet for that long?”

Believe me I get it… we ALL want things to happen quickly. I am one of the least patient people I know

But here’s how I look at it:

It is out of integrity to certify others in something that you haven’t yet proven over a period of at least 3 years.

Put yourself in the shoes of the person who may want to be certified by you. Would they prefer to be certified in something that has been proven over a period of time? By working directly with clients and seeing consistent and repeatable results?

Or something that may be pretty darn cool but isn’t proven yet at that level?

I daresay most would choose the first option.

Not to mention, a premature certification is one of the riskiest things you can do for your brand. What if it turns out that your IP isn’t as effective as you promised? That can cause problems and could irreparably affect your reputation.

I’m fully aware that if I ‘broke’ this rule it would open up the door for so many more people to come into my Ready, Set, Certify program now. There is money I’m leaving on the table by enforcing my ‘at least 3 years’ rule.

And I’m 100% fine with that… because I know I’ll still be here down the road when they are ready. When they have passed that 3 year mark and it’s time to bring their certification to life.

Integrity is everything.

If you’ve passed that 3-year mark with your proven methodology and certification is calling to you, let’s talk.

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I’ve changed my mind about these success principles…

Tina — Fri, 31 Oct 2025 22:14:11 +0000

I’ve always been a personal growth junkie. I remember buying my first personal growth book in my early 20s and falling in love with the whole concept of how to better our lives.

Part of what I love most about being in business is that it is a personal growth journey. I’ve grown the most and learned more about myself through my business than I have in any other aspect of my life (with parenting being a close second).

AND there are aspects of personal growth – specifically mindset principles – that I once believed in and no longer do.

I have taken many personal growth programs over the years. Everything from week long, in-person camps (anyone else do all the Harv Eker courses back in the day?) through to year-long business building masterminds and more courses than I can count.

And in all of these scenarios there were success mindset principles – or beliefs – that I’ve been taught.

Things that I used to take in as gospel but now have come to realize aren’t always true or helpful. In some cases they can be downright harmful.

The first one is:
“How you do anything is how you do everything”

Ooooo how I used to beat myself up over this one!

To me this meant that I needed to be perfect and show up at 100% of my effort all the time, or success wouldn’t come my way.

And I don’t know about you, but that is an exhausting and impossible effort. If I was having a rough day and wasn’t giving my all, I would find myself going down the well worn path of “I’m not good enough” (which is one of my core limiting beliefs).

Likewise, what about the things I’m simply not good at? If I suck at something, doesn’t that then mean that I suck at everything?

It’s a dangerous loop to find yourself in if you aren’t careful – putting the pressure of having to be ‘perfect’ and to give our best at all times in order to succeed.

When in fact, we can create plenty of success being our messy, not always perfect and not always showing up 100% selves.

I’m proof of this. There are many days where I’m not operating at my best. Days where I’m feeling unmotivated and its hard to even just do the basics (especially as a woman who has been navigating the journey of peri / menopause these past few years…)

And then there are days where I’m on fire and it’s like “watch out world, here I come!”

Success is an up and down journey. It doesn’t require us to be perfect and 100% on all the time. We can be messy and have rough days and still create something amazing for ourselves, our teams and our clients.

I’m curious… do you have a mindset principle that you used to believe in but no longer do?

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