An unusual name for a rigorous system
12 Bear Secrets isn't a metaphor dressed up as a framework — it's a behavioural science model that happens to draw its clearest evidence from bears. Here's the research behind it, and how it's structured.
THE SCIENCE
Self-starting is a natural mammalian behaviour. Get the conditions right, and people — like bears — act decisively, proactively and innovatively, without needing to be told.
Bear expert Jennifer Vonk's comparative psychology research (Oakland University, USA, 2012–present) shows bears demonstrate flexible problem-solving, initiative without instruction, and context-sensitive decision-making. These aren't cute anecdotes — they're the same behavioural markers used to define human proactivity: the ability to self-start, anticipate needs, and act autonomously.
Professor Sharon K. Parker's proactivity research (2007–present) — Parker is the field's leading authority — identifies three conditions under which human proactivity reliably emerges:
- Believe — I believe I can act proactively, and that doing so will drive my goal success
- Energised — I act on that belief, rather than just holding it
- Reasons — I have durable reasons to keep going when it gets hard
We added a fourth factor, based on direct field experience across three decades of change delivery: Attuned — I act in a way that takes my people with me, not just myself.
Bears act when their environment is clear, meaningful and safe. Your people are mammals too. Get those conditions right, and self-starting stops being something you have to manufacture — it's what naturally follows.
The academic grounding
The 12 Bear Secrets model isn't a metaphor bolted onto opinion. It's built on my 30 years of proactivity research and practice, including work at:
- Henley Business School (prize-winning MBA research)
- Harvard Kennedy School
- The Oxford Scenarios Programme
- The Oxford High Performance Leadership Programme
- Cambridge Judge Business School
The model's core structure draws on the ongoing work of two leading researchers in their fields. Jennifer Vonk PhD, is recognised as a leading authority on the comparative psychology of humans, bears and other mammals. Professor Dr Sharon K Parker, is the world's leading authority on proactivity. As you'd expect, the content of the 12bearsecrets model continues to be tested and refined with clients in genuinely high-stakes environments across the private, public and third sectors.
What Humans and Bears share
When it comes to coming through crisis and tough change, humans can learn a lot from bears:
- we grow and adapt our mindset and toolset to the challenges we face;
- we're high-impact; transforming the 'territory' we're in;
- we generate side-effects from our efforts, which help or harm others;
- we value economy of effort;
- we have clear rules of engagement (even if we forget that sometimes);
- we hate losing!
- we must be able to 'feed': to fuel ourselves for today, tomorrow and what lies ahead;
- we have huge ability to nurture and fuel others;
- we often carry scars;
- we're survivors!
We leverage these realities directly through the 12 Bear Secrets leadership system — they're the reason the metaphor holds up under scrutiny rather than just sounding memorable.
Below we outline the 12 Bear Secrets that will make your goal success more predictable, repeatable and personally sustainable
12 Bear Secrets : fuel the roots to gain the fruits
As leaders and stakeholders we have clear views on the outcomes we want - and don't want - from our operations and change initiatives.
Many of us have strong opinions on the changes in values, behaviours and local environments (sub-cultures) that will form and enable that change success.
But here's the reality: how equipped and skilled are we at actually bringing about the changes within ourselves and others that will result in those outcomes?
How good are we at nourishing the roots that will result in the fruits we're after?
Beyond that: how have we framed our work environment (sub-cultures) to support our desired ways of upgrading how we lead ourselves and influence others?
Our clients have fed back that their experience of work - and their results - have been immensely improved through adopting even just two of the 'secrets' tools to uplift their decision-making and leadership.
In our interactions:
We'll bust some key leadership myths (and self-leadership myths) by summarising the latest research on each bear secret, and what that means for us as leaders and led;
We'll explore inspiring true stories (bear and human),
We'll engage with practices and behaviours (NOT manipulations) that:
1. change results on the ground, on a personal and group basis (e.g. through sharpening interactions and interpersonal results)
2. change the environments (sub-cultures) that you operate in (e.g. by equipping you with valuable, easy to use tools that give you and your people greater impact with less time and effort)
The 'B' in 12 BEAR Secrets: Believe You Can Impact
To be effective in our proactivity (getting on, and staying on, the front foot) we must have a sound basis for believing that our proactivity will lead to our goal success. The self-leadership and influencing Practices in Bears Secrets 1 - 3 are research-backed and proven ways to fuel this vital 'root' of goal success, in ourselves and in those we lead and influence.
Bear Secret 1: 'Fuel Calling'
INSPIRED by the Gobi Bear (Ursus arctos gobiensis).
COVERAGE:: Calling, Identities, Disruptions, Getting back on track
Bear Secret 2: 'Embrace Talk'
INSPIRIED by the Sloth Bear (Melursus ursinus)
COVERAGE: Self-Talk, Gossip, Malicious Talk, Reputation
Bear Secret 3: 'Clarify Paths'
INSPIRED by the Kodiak Bear (Ursus arctos middendorffi).
COVERAGE: Hope (Goal Clarity, Path Clarity, Agency), handling risk and uncertainty. This includes installing our (highly confidential) Scenarios Tool into your team.
The 'E' in 12 BEAR Secrets: Energised to Impact
To make effective impact, belief is not enough. We and our people (those we need to lead, with and without authority) must be Energised to act wisely on that belief. The Practices in Bears Secrets 4-6 are evidenced and practical ways to Energise ourselves and others for goal success.
Bear Secret 4: 'Spread Power'
INSPIRED by the Grizzly Bear (Ursus arctos horribilis).
COVERAGE: 'Power' Assets, Cultivating Personal Power, Power Sharing, Taking back Power
Bear Secret 5: 'Treasure Autonomy'
INSPIRED by the Polar Bear (Ursus maritimus).
COVERAGE: Autonomy without Chaos, Fueling Autonomy
Bear Secret 6: 'Grow Impact'
INSPIRED by the Spectacled Bear (Tremarctos ornatus).
COVERAGE: Innovating Frontline Impact, Fuelling Outliers
The 'A' in 12 BEAR Secrets: Be Attuned to Impact
The biggest factor in someone behaving proactively is a personailty trait called 'proactive personailty'. But that comes with a downside: compulsive behaviour that looks like 'ants in the pants proactivity' or 'bull in a china shop' proactivity. This approach often causes more damage than the value it delivers. The Practices in Bears Secrets 7-9 give us the upside of proactivity (dubbed 'wise proactivity' in the research) to reduce the risk of counter-productive approaches.
Bear Secret 7 'Align Valued Goals'
INSPIRED by the Moon Bear/ Asiatic Black Bear (Ursus thibetanus).
COVERAGE: Valued Goals, Alignment, Innovation
Bear Secret 8: 'Cherish Dignity'
INSPIRED by the Sun Bear (Helarctos malayanus).
COVERAGE: The impacts of Dignity, Cherishing Dignity, Dealing with Dignity Violations
Bear Secret 9: 'Love Deal-making'
INSPIRED by the North American Black Bear (Ursus americanus).
COVERAGE: Enlarging the Cake, Authentic deal-making. Recovering 'deals' that have gone wrong.
This includes installing a (highly confidential) Deal- Tool into your team environment.
The 'R' in 12 BEAR Secrets: Reasons to Impact
The Practices in Bears Secrets 10-12 are research-backed ways to fuel Reasons to keep going - and keep impacting - for goal success. When things get really tough.
Bear Secret 10 'Fuel Significance'
INSPIRED by the Himalayan Blue Bear (Ursus arctos pruinosus).
COVERAGE: Fueling Significance, Dealing with Significance Violations
Bear Secret 11: 'Satisfaction'
INSPIRED by the Giant Panda (Ailuropoda melanoleuca).
COVERAGE: Satisfaction Practices, Deep Rest, Assurance
Bear Secret 12: 'Expand Legacy'
INSPIRED by the Grolar/Pizzly Bear (no scientific name).
COVERAGE: Legacies, Innovating Legacy, Never Too Late