Who is #BeYourselfAtWork?
The first global movement dedicated to helping everyone to be themselves at work.

Changing the working world
#BeYourselfAtWork is the first global movement dedicated to helping everyone to be themselves at work. We know that organisations and the people within them thrive when they are able to be them.
Know your values and you'll know you. iAM helps people to define their character, their values, all in their own words, so that they can lead, manage and be themselves at work. You can also use iAM to bring your organisation's values to life and to be recruited for who you are as well as what you know.
Liz Villani
Founder of #BeYourselfAtWork and iAM

We Are Authentic
We know that long-term fulfillment comes from being able to behave honestly and authentically, without having to adapt our personalities to meet our own and others’ expectations. We don’t just encourage others to do this, we lead by example - owning our true and best selves and encouraging others to do the same.
We Champion Being YOU
This is the touchstone of everything we do. To be yourself, you need to know yourself. Our values shape everything we do.
We want everyone to have that unshakeable sense of who they are, use their work to experience being themselves, and flourish in that experience.
The Science of iAM
Self-concept is the overarching idea we have about who we are - our 'who am I' - and includes cognitive and affective judgements about ourselves.
It is influenced by biological and environmental factors, along with social interaction. We form and regulate our self-concept as we grow into adulthood based on the knowledge we have about ourselves.
It is multidimensional and can be broken down into individual aspects, our iAM values.
Self-concept is related to several other “self” constructs, such as self-esteem, self-image, self-efficacy, and self-awareness. In the link reached using the button below we explain the important differences.
“The individual’s belief about himself or herself, including the person’s attributes and who and what the self is.”
The influential self-efficacy researcher Roy Baumeister (1999) defines self-concept.
Our Story
For over a decade we have been helping people to be themselves at work. From Courageous Success, to the global movement Be Yourself At Work.
















Our Story
For over a decade we have been helping people to be themselves at work. From Courageous Success, to the global movement Be Yourself At Work.
2012
Courageous Success
The launch of Courageous Success, the seed of BY@W by founder Liz Villani.

World's
First
World's
First
The iAM prototype leap frogs traditional assessment tools introducing 'values'.

2015
Around
The World
iAM launches in the UK, US and Australia.

100%
Validation
100%
Validation
Validation study proves a 100% user agreement with iAM dynamics.

2019
iAM For LMS
The first iAM SCORM file is loaded for in-house Learning Management Systems.

2020
New iAM Programmes
Launch of iAM Culture, iAM Teams and iAM 360.

2022
BY@W
Launch of the movement that champions inclusive working environments.

iAM Early Careers
Early Careers
Launch of dedicated iAM for Early Careers Programmes.

iAM For Managers
iAM For
Managers
Launch of an iAM to help Managers to shine.

2023
2023
will see the launch of self created iAM plus the #BeYourselfAtWork app making iAM available to everyone.

Work is more than a job. It is an opportunity to experience who you are and make your unique difference.
#BeYourselfAtWork Movement
0%
of people start feeling unhappy less than 6 months into a new role.
0%
of jobseekers say work happiness is important when considering a future employer.