Build the conditions for people to develop.
One organization, four areasThe MAX Potential Project is the parent organization connecting people, programs, and opportunities through a shared commitment to purposeful development. We help people and organizations learn, adapt, and grow.
Where we focus
Coach and leader support
Observation, reflection, and feedback for the people responsible for others’ development, starting from their real environment.
- Learning and individual development
- Coaching and leadership
Program design
Connect a program’s structure, activities, and communication to what it is trying to develop.
- MAX Potential Basketball applies the approach through programs, coaching, and player development
- MPBC runs basketball programs on its own site
Organizational development
Make priorities and responsibilities clear enough to act on, and build routines for reviewing what is working.
- Knowledge lives with one person
- The work is disconnected
- What gets measured isn’t what matters
Partnerships
Work with organizations that bring delivery, relationships, or complementary expertise, with clear ownership and shared learning.
- Recreation departments: coach preparation, player-development pilots, and program support
- Scope and availability by conversation
A current opportunity · Recreation departments
A better basketball season starts with the people shaping it.
Volunteer coaches need practical support. Families need clear expectations. Program leaders need an approach that fits their community, courts, staff, and season.
We’re opening conversations with recreation departments about coach preparation, player-development pilots, and program support—starting with what is already working and where help would be useful.
The core belief
Read the manifestoPotential is not achieved by having the answers. It is developed by creating environments where better questions can be asked, better decisions can be made, and people can continue to grow.
The approach
One approach, applied at every scale.
See the current environment, design what comes next, build the conditions that support it, put them into practice, and keep growing from what you learn.
See the full approachStep 01 of 05
See the current environment
A coach
Observe the decisions practice asks players to make.
Listen before proposing. Look at the people, the environment, what is already working, and the constraints that matter.
A coach: Players struggle to make decisions in games.
- See the current environment:Observe the decisions practice asks players to make.
- Design what comes next:Choose one recurring game situation.
- Design the environment:Design a representative practice task.
- Put it into practice:Run the task in practice and pay attention to what happens.
- Continue growing:Review whether players recognize the situation more clearly in play.
Illustrations of the approach, not claims about completed client engagements.
The coach and organization lines are illustrations of the approach, not claims about completed client engagements.
Ideas put into practice
Where the work stands.
MAX Potential Basketball
A real-world application of our development approach through basketball programs, coaching, and player development.
Recreation basketball partnerships
Coach preparation, player-development pilots, and program support, starting with what is already working.
Work with people and organizations
Coach and leader support, program design, and organizational development. Scope and availability by conversation.
MPBC runs basketball programs on its own site. Project partnerships begin with a separate conversation about your organization’s needs.
See where the work standsInsights & resources
Thinking from the work.
Six Questions for Reviewing Your Program
A one-page review of whether the setting you lead is helping people develop.
When development depended on one coach’s memory
How a short-staffed, schedule-dense season turned player development into a shared system, and what that has not yet shown.
The MAX Potential Manifesto
The story behind the Project
Experience. Purpose. Perspective.
Tahj Holden’s perspective draws on life as a parent, player, coach, and former financial advisor—experiences that each, in different ways, centered on helping people make decisions and grow.
The Project grew from loss, reflection, and a question that continues to guide the work: how do we create environments that help people grow?
Tell us what you’re building.
Whether you’re developing people, improving a program, exploring a partnership, or working through an organizational challenge, we’d like to understand what you’re trying to accomplish.
Start a conversation