Groove Build
Most experts pour everything into the book, the idea, or the framework.
But when it's time to deliver it live - to execs, audiences, or clients - they fall back on a deck that doesn't land.
It's not about lacking expertise. They just don't have the tools (or time) to turn it into a high-impact, interactive session.
That's where Groove Build comes in.
Groove Build is based on insights from my Groove Theory newsletter, where I explore creative development and session design. From insights to implementation.
What is Groove Build?
Groove Build is based on Groove Theory, a creative development framework that helps subject matter experts, advisors, and creative leaders turn their intellectual property into interactive, high-impact live sessions - including workshops, keynotes, and strategic off-sites.
It's rooted in learning science, storytelling, and real-world facilitation, built on five core elements:
- Structure → Shape the idea → Move from fog to form without losing your voice. Turn scattered thinking into something usable and repeatable
- Rhythm → Find the flow → The pacing and timing that keeps audiences engaged from start to finish. When you find your flow, you know when to push and when to pause
- Modality → Choose the vessel → Turn expertise into repeatable formats that land across platforms. Sometimes an idea wants to be a workshop, sometimes a keynote, sometimes a conversation
- Presence → Bring yourself into it → Show up authentically and engage with what's actually happening. Presence isn't about performing—it's about genuine connection
- Signal → Clarify what matters → Distill your message into something that sticks and spreads. In a world of infinite content, clear signal cuts through the noise
Whether you're evolving a webinar, upgrading a core session, or building a flagship offer from scratch, Groove Theory ensures your ideas don't just inform—they transform.
How we do it: Co-Development
Groove Build Co-Development isn't just coaching or advisory - it's an immersive, collaborative process to build, refine, and package a high-value session that's ready to deliver and scale.
How it works
- Built Together → We co-develop your session, aligning it with your expertise, brand, and business goals
- End-to-End Build → From structure and story to interactivity and delivery, we develop the full experience
- Hands-On, Not Just Advice → You get a premium-grade, fully packaged session—ready to deliver, sell, and scale
- Skills That Stick → You'll leave with the tools to evolve and expand your session as your business grows
Why This Approach?
- More hands-on than coaching, more strategic than a course
- Tangible, ready-to-use deliverables by the end of the process
- Designed for premium delivery and high-value clients
The Process
This isn't just about designing slides - it's about creating a high-impact, revenue-generating session that positions you as a sought-after expert, engages senior leaders with premium interactive learning, and becomes a repeatable, scalable asset for your practice.
Phase 1: Foundations
Included in all options
- Audience alignment, positioning, and pricing discussion
- Workshop transformation map (what it delivers, how it works)
- Initial session outline + experience sketch
You walk away with clear direction and structure for your session.
Phase 2: Experience Design
Part of every engagement—this is where the experience comes to life
- Activity design (discussion prompts, exercises, breakout flow)
- Storytelling and participant journey mapping
- Slide flow + interactivity layering
We turn your raw ideas into an engaging, teachable experience.
Phase 3: Build + Polish
Included in Full Build + Premium
- Final deck outline + light design guidance
- Speaker notes or facilitation script
- Optional rehearsal or delivery coaching
You get a deliverable-ready, professional session you can confidently sell and run.
Phase 4: Go-to-Market & Scale
Premium only (or optional add-on)
- Workshop positioning + pricing strategy
- Sales language, value prop, ideal client profiles
- Post-launch planning, licensing, and scaling strategy
You don't just build a great workshop—you build a repeatable asset that grows with you.
Options
Essentials
Timeline: 3–6 weeks
What's included:
- 6 x 90-min working sessions
- Weekly async design & development (2-3 hrs/week)
- Core structure and experience (draft outline, 1-2 activity concepts, slide flow guidance)
- Priority access via email
💡 Best for: Experts who need a structured co-development process and are comfortable refining and scaling the session on their own.
Full Workshop Build (Most Popular)
Timeline: 4–8 weeks (flexible based on your schedule)
Everything in Essentials, plus:
- 2 additional working sessions
- Delivery-ready workshop pack (outline, timing cues, intro/outro script)
- Final 1:1 practice session
- Slide flow + visual refinement recommendations
- Go-to-Market & Positioning Strategy
💡 Best for: Experts who want a fully built, polished session. Includes guidance on how to position, price, and pitch your session to target clients.
Premium Strategy & Build
Timeline: 6–10 weeks (flexible based on your schedule)
Everything in Full Build, plus:
- Additional working session
- Bespoke storytelling, case studies, or scenario design
- Custom-designed slide deck
- Exclusive follow-up strategy session (30-60 days post-launch)
💡 Best for: Experts serious about scaling this into a repeatable, revenue-generating asset.
About Me
Groove Theory is my creative development framework. I'm Howard Gray—an experience designer, presentation coach, and founder of Wavetable, a studio that's worked with brands including EY, The New York Times, WeTransfer and Publicis Groupe.
I'm an ICF-certified coach, longtime SXSW advisory board member, and have designed and delivered over 300 live learning experiences for Fortune 100s, fast-growth startups, and leading creatives.
My sweet spot: helping experts and thought leaders turn complex IP into clear, engaging, and repeatable live sessions that people actually remember.
What they say
From Workshop Leaders & Speakers
"Howard is an absolute master at his craft when it comes to "workshop coaching”. His knowledge and suggestions are brilliant and his guidance has helped me refine and elevate my workshop content. I HIGHLY recommend you work with him - you will be very pleased with the results."
– Jeff Salzenstein - Keynote Speaker & Former ATP Top 100 Tennis Pro
From the Executive Suite
"Howard's facilitation exemplified an impressive blend of creativity, analytics, and empathy... He has the unique ability to remain agile, sharp, and calm within ambiguous circumstances."
– Fortune 100 Workshop Participant
From the Workshop Floor
(Fortune 100 participants across finance, tech, and media)
- "Always excellent at explaining and making things easily understandable"
- "Fun, dynamic, hands-on, funny, great energy, and full of information"
- "Engaging, humorous, conducive to learning, helpful, personal, understanding"
Frequently Asked Questions
How is this different from other workshop coaching?
Most workshop coaching focuses on delivery skills - how to present better. Groove Build is about co-development - we actually build your session together from the ground up. You're not just getting feedback; you're getting a fully designed, ready-to-deliver experience plus the skills to evolve it over time.
What if I'm not sure which option is right for me?
Start with a consultation call. We'll discuss your goals, timeline, and current materials to recommend the best fit. Most people with existing content choose Full Workshop Build, while those starting from scratch often go with Premium. Essentials works well if you're comfortable handling the final polish yourself.
Do you work with teams or individual experts?
I primarily work with individual experts, consultants, and speakers. However, I do take on select team engagements for agencies or small consultancies looking to develop signature client offerings. Team projects typically require custom scoping and pricing.
Ready to build something that moves people?
Want to explore working together? → Book a consultation call
Your expertise deserves more than another forgettable presentation. Let's build something that transforms.