While working on a enterprise agile transformation with a global telecom organization, a fellow coach, Erik Meade told me I *should* go to AYE. AYE was an experimental conference hosted by Esther Derby,  Don Gray, Johanna Rothman, and Steve Smith, and Jerry Weinberg. 

The experience of the first session based on Virginia Satir’s work was profound enough for me that the story of it became the first chapter of the Lean Change Management book (2012, 2014) 

During a one-on-one session with Esther Derby, I was excited to go back to my client and inflict what I learned on them. Esther calmly said; “Jason, it isn’t about you” and my perspective toward change had permanently shifted.