Meet Business Coach Wayne Fredin

Retired Military Officer, entrepreneur, business executive, author and trainer.

Watch the video to learn more about me or read more below.

 Who Am I?

Hi, I'm Wayne. On this page, I will give you some insight into who I am, what I have accomplished and why you might consider working with me. Let me introduce myself to you under the following sections

1. My background, qualifications and experience.

2. My core beliefs and values.

3. What I am like to work with.

My Background and Experience

My first career was as a Canadian Army Signals Officer. After four years at Royal Roads Military College in Victoria, which is sort of like West Point in the US, I graduated with a degree in Honours Physics and a commission as a Lieutenant. Over the next nine years I got married, moved nine times including three places in Germany and England, spent over 17 months on three career courses where I was top student on two of them, held both staff and command appointments and was promoted to Major at age 29. I had my fair share of Success but more importantly developed strong Leadership, Planning and Communication skills.

Then a pivot. I left the Army in 1989 and moved into my first job in Industry with a large technology company. I also became an entrepreneur of sorts buying an apartment building as an investment and getting involved in the Direct Sales Industry. I also joined the Reserve Army and after a couple of years as a staff officer, took on two significant command appointments. Later in this phase I partnered with my Father in a business serving the Oil and Gas industry in western Canada. Again I found success, but more important really started to develop my Sales and Team Building Skills and honed my Leadership, Planning, Communication and Presentation Skills.

Then another Pivot. In 2007 I was given the opportunity to be the first VP Sales for a technology company that had just gone public. In that role I was also appointed as General Manager for a newly acquired company and within a year turned many years of losses into a $500,000 net profit and helped grow overall corporate sales revenue by over 25 percent and gross margin of 41 Percent. I went on to lead the sales team for a privately owned company that did business across Canada, serving the public sector and enterprise business. In this role I grew the sales by over 20 percent in the first two years and maintained a gross margin of at least 35%. Finally, I moved into a large enterprise account executive role with one of Canada’s largest public companies. More success but it was in this phase of my career that I really came to really understand Sales Leadership and Business as well as continuing to sharpen my Training, Communication, Presentation and Planning Skills. I published a book called Sales Leadership: Distinctions With a Difference and developed and built the Take Action Sales Academy, an online learning resource.

My most recent Pivot. Early in 2020 my wife and I were having dinner with good friends. In the middle of dinner my friend asked if I had ever considered becoming a business coach. I was dumbfounded and asked him why I should. He said with my background and experience in Business, Leadership, Team Building, Planning and Sales I was ideally suited for this. A couple conversations with John later I realized this was a natural extension to my Sales Training and Coaching and so here I am. I look forward to meeting you in person soon.

My Beliefs and Values

For me it all began on August 14th, 1976 when I arrived at Royal Roads Military College to begin my quest to earn my commission and my degree. Now Royal Roads University, the castle at Roads is an incredible and iconic landmark in the Victoria, BC region. 

Almost 45 years later I still live the beliefs and values taught, reinforced and ingrained in me as a young and impressionable cadet.

Core Beliefs

- Service Before Self

- Respect the Dignity of all Persons

- Obey and Support Lawful Authority

Core Values

- Duty

- Loyalty

- Integrity

- Professionalism

- Personal and Moral Courage

My Beliefs about Business

"If you are not prepared to give up what you've got
To get what you really want..
You'll just have to keep what you've got
Whether you like it or not!"
Wayne Fredin circa 1990

I believe in "teaching a person to fish"

“Give someone a fish and you feed them for a day; teach someone to fish and you feed them for a lifetime.”

This is the difference between coaching and consulting. Consultants provide solutions based on their expertise, often leaving their clients reliant on them. (Here’s a fish.)

As your coach, I will teach you what you need to know so that you will know what to do the next time. We will follow a systematic learning process that forces us to work together until you gain mastery of these strategies, tactics and best practices. (Here’s how you fish.)

I believe in the Socratic Method of teaching and coaching

I follow the “Socratic method” of teaching – asking instead of telling. I won’t tell you what you “should” do. It’s your business and you get to decide what to do.

I’ll provide guidance, feedback, perspective and ask questions to help you explore your options.

The principle underlying the Socratic Method is that people learn through the use of critical thinking, reasoning, and logic, finding holes in their own theories and then patching them up.

My role as a coach is to help you figure out the answer that is right for YOU. Since it is your answer and not mine you are much more likely to take ownership and embrace and act on those ideas.

And when you do, you will get results!

I will not want it more for you than you want it for yourself!

I will work with you but I will not work for you!

I believe that selling is a service if done with integrity.

Many clients struggle in business because they do not want to be seen as the metaphorical 'pushy used car salesman'. Think about this for a moment; nobody likes to be sold to but we all love to buy! If you have ever had a partner or spouse you have made a sale - you sold yourself. If you have ever talked your friends or colleagues into supporting your idea you have made a sale - you sold your recommendation. Selling is about 2 truths..

1. Selling is just 2 things. Find someone to talk to and talk to them. (okay I admit this can be quite complex but the construct is very simple)

2. You cannot control your Results but you can control the Activities that lead to Results.

What is Wayne like to work with?

Wayne tells it like it is!

Wayne will never sugarcoat the challenge. Respectful - always! Brutally honest - absolutely!

Wayne is a great listener!

I really feel like I am heard when I speak with Wayne. He asks tough questions but he hears me out and forces me to be real.

Wayne tells stories!

Rather than just telling me things, Wayne always finds a way to bring his ideas and suggestions to life with real experiences, anecdotes and stories.

Wayne's favourite question is 'So What?'

This will drive you nuts initially but soon you will realize it is at the core of good decision making!

Wayne focuses on Outcomes!

With purpose and structure, Wayne keeps me doing all the little things that ultimately take me towards the results I am looking for. 

Wayne likes to laugh too!

This is hard work but Wayne constantly searches for ways to lighten the mood. It makes everything much more fun. I really look forward to our weekly sessions!

About Take Action Results Coaching

At Take Action Results we work with you using the Socratic method which is a form of dialogue. It is based on asking and answering questions to stimulate critical thinking and to draw out ideas and underlying presuppositions.


Phone +1 778-833-3240


Copyright 2020 © Action Leadership Inc DBA Take Action Results. All Right Reserved.

Terms of Service        Privacy Policy       GDPR

My purpose is to contribute to the personal and financial well being of any person who wishes to benefit from what I offer and I commit to myself and them I shall always be ethical, open, honest and sincere in what and how I fulfill this purpose.

To accomplish this I will

          Risk more than others think is safe

          Care more than others think is wise

          Dream more than others think is practical

And I will expect more than others think is possible.

I will measure my success based on this purpose and this purpose alone, knowing and believing that it’s fulfillment on a consistent and persistent daily basis will allow me to realize all my personal, spiritual, emotional, physical and financial goals.


To be able to retire to spend quality time with my children, grandchildren, family and friends and to be able to travel and golf and give back!

Some Fun Thoughts!

            Vision without Action is just a Dream

            Action without Vision merely passes the Time

            Vision coupled with Action can change the World

This change won’t happen all at once. Making a Difference will happen one moment, one event and one person at a time.

So now is the Time for you to

            Design your own unique Destiny

            Create your own Compelling Vision for your Future

            Allow Ethics, Honestly and Integrity to be your Companions


            Dream Big for there is no Magic in Small Dreams

            Work Hard for there is no Reward in the Easy

            Have Fun for there is no Enduring Success without Joy

I invite you to

            Seize the Day

            Make a Difference in the Lives of Others

            Make it Happen for Yourself

Page Created with OptimizePress