Most leaders build a business

The best ones build something that continues without them.

You’ve spent years building momentum.
True Cycle helps you lead with clarity, scale with confidence, and exit on your terms.

True Cycle Coaching Mountain biking completing the cycle
Where Are You in the Cycle?

Three programs. One complete cycle.

Wherever you are, we help you move to the next stage.

LEAP

Build Your Team
You’ve built a business on your expertise. Now scaling it requires stronger leaders, tighter team alignment, and a company that can grow without you.
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LEGACY

Leadership Upgrade
A valuable exit starts long before a sale. We help you reduce owner dependence, strengthen leadership, and prepare the business to transition on your terms.
View Program

EXIT

Exit Planning
Leaving the business is one transition. Deciding what to do next is another. We help you create clarity, purpose, and direction for the chapter after the business.
View Program
Meet Joseph Lerner

True Cycle’s Head Coach

Joseph Lerner founded True Cycle Coaching after 20+ years building, leading, and exiting businesses across manufacturing, technology, and professional services. He grew his companies from the inside out – scaling teams, strengthening operations, and creating the kind of enterprise value that made a profitable exit possible. He’s been the operator who couldn’t scale, the leader who had to rethink his approach, and the owner who needed a plan for what came next.

He coaches from experience, not theory. True Cycle’s methodology integrates the proven frameworks of Marshall Goldsmith’s stakeholder-centered coaching, Adam Grant’s rethinking principles, Simon Sinek’s purpose-driven leadership, and Brené Brown’s authentic leadership work  translated into practical, industry-specific programs that produce measurable results.

  • Certified Marshall Goldsmith Stakeholder-Centered Coach
  • Predictive Index Certified Practitioner
  • Exit Planning Practitioner – Walking to Destiny Methodology
  • Founder & CEO, True Cycle Coaching, Inc. · San Diego, CA
Joseph's Story
Find your Staring Point

Take our 30 second quiz to find your starting point.

Where Are You in the Cycle?

Three programs. One complete cycle.

Whatever stage you're in, we'll help you discover what it takes to move through it.
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Quit Bosses, Not Jobs

Testimonials

"I credit the program for recalibrating my professional and personal compass. The program introduced tools and methods to break the cycle of unconstructive patterns and create behaviors that allowed me to identify and achieve goals"
LEAP Graduate
"The [True Cycle] model focuses on the whole picture and the way that your business is serving your life. I appreciate the reflection on life goals and the accountability- I am truly grateful for working with Joe"
Jeremy Steding
CEO, 1836 Kratom
"Initially, I expected a management training/coaching program that was no different from my previous experience. However, it was more holistic and out-of-the-box, self-reflective, and vulnerable."
Andersen
Managing Director

Don't Take Our Word for It.

Hear from Jeremy Steding, CEO
How the Work Gets Done

Coaching that Activates Both Sides of the Brain.

Problem Solving
Strategic Planning
Team Alignment

Most coaching is purely cognitive — you talk through a problem, you analyze it, you leave with a plan on paper. The trouble is, the leaders who need change most are often the ones best at rationalizing why change isn’t necessary.

True Cycle integrates LEGO® Serious Play® methodology into select programs as a facilitation approach that bypasses the rational defense mechanisms that protect the status quo. When leaders build physical models to represent their challenges, strategies, and team dynamics, they access insights that conversation alone rarely surfaces.

This is bilateral thinking — the same cognitive principle that makes kinesthetic learning and creative problem-solving more durable than lecture-style training. It is not a novelty. It is a scientifically validated methodology used by the world’s most demanding organizations.

Bilateral Thinking

Physical model-building activates spatial and kinesthetic cognition alongside verbal reasoning — producing insights that pure conversation rarely surfaces. Leaders see their challenges from angles they didn’t know existed.

Strategic Play

Strategic Play sessions are facilitated engagements — not workshops. Every participant builds, every voice is heard, and the shared model becomes a neutral artifact that the team can examine without ego or hierarchy distorting the conversation.

Durable Change

Insights anchored to physical experience are retained longer and acted on more consistently than those from purely verbal coaching. True Cycle uses Strategic Play to accelerate alignment, surface hidden conflict, and create shared mental models that hold.

Lego® Serious Play® Methodology

Problem Solving | Strategic Planning | Team Alignment
LEGO Serious Play is a facilitated methodology that gets teams out of their heads and into their hands, unlocking insights and alignment that no whiteboard session ever could.
From scrappy startups to established enterprises, teams across industries have used Serious Play to break through stuck points, build trust, and move forward together. Yours can too.
True Cycle Coaching our clients

Our Clients:

Begin the Conversation

Your Transformation Begins
with One Conversation.

Schedule a complimentary 45-minute assessment with Joseph. In one session, you’ll know exactly where your business stands and what your next chapter looks like.

Begin the Conversation

Which program is right for you?

Schedule a complimentary 45-minute assessment with Joseph. One conversation reveals exactly where you stand and which program fits your moment.

Schedule An AssessmentSee How it Works