Brandon Hall Group Study to Look at Predicting Performance to Adapt to the Future of Work

Organizations focus predominately on reviewing, rating and rewarding their employees’ past performance. But even the best employee in the past and present may not be the best employee for the future. Organizations need to learn how to identify and develop potential to drive future organizational performance. 

Boca Raton, FL — July 21, 2021

Brandon Hall Group, the leading independent HCM research and analyst firm, recently launched a new study to look at how organizations are changing their approach to performance management to adapt to the future of work.

“Potential is not easy to define or measure. It is often seen as an intangible that separates a good employee from your next visionary, extraordinary performer,” Brandon Hall Group Senior Vice President and Principal Analyst Claude Werder said. “But potential should be, and can be, assessed. Brandon Hall Group believes potential should be assessed in three ways: Capability/Ability, Aspiration and Engagement.

“Assessing all three areas is critical but most organizations can only address capacity/ability. That’s because it is the easiest to correlate with performance and address through traditional learning and development approaches,” Brandon Hall Group Brandon Hall Group CEO Mike Cooke said. “Getting beyond ability to understand someone’s capacity, aspirations and engagement levels requires various types of assessment, not the least of which is tied to managers’ ability to connect regularly and effectively with their employees to understand their capacity, aspirations and level of engagement.”

Organizations that leverage potential as the driver behind succession planning, career development, learning and development and other talent processes will have a competitive advantage. They will have a more agile workforce capable of adapting to a business environment of constant change.

Brandon Hall Group will generate reports and tools to help employers focus more on developing potential to drive critical talent decisions.

To participate in this study, go to Those who complete the research gain immediate access to a Strategy Brief and receive a summary of the results with the study is complete.

— About Brandon Hall Group Inc. 

Brandon Hall Group is the only professional development company that offers data, research, insights and certification to Learning and Talent executives and organizations. The best minds in Human Capital Management (HCM) choose Brandon Hall Group to help them create future-proof employee development plans for the new era. 

For over 27 years, we have empowered, recognized and certified excellence in organizations around the world influencing the development of over 10,000,000 employees and executives. Our HCM Excellence Awards was the first to recognize organizations for learning and talent and is the gold standard, known as the “Academy Awards of Human Capital Management.”

Our cloud-based platform delivers evidence-based insights in the areas of Learning and Development, Talent Management, Leadership Development, Diversity and Inclusion, Talent Acquisition and HR/Workforce Management for corporate organizations and HCM solution providers.

To learn more, visit

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Mike Cooke

Chief Executive Officer of Brandon Hall Group Mike Cooke Prior to joining Brandon Hall Group, Mike Cooke was the Chief Executive Officer and co-founder of AC Growth. Mike held leadership and executive positions for the majority of his career, at which he was responsible for steering sales and marketing teams to drive results and profitability. His background includes more than 15 years of experience in sales, marketing, management, and operations in the research, consulting, software and technology industries. Mike has extensive experience in sales, marketing and management having worked for several early high-growth emerging businesses and has implemented technology systems to support various critical sales, finance, marketing and client service functions. He is especially skilled in organizing the sales and service strategy to fully support a company’s growth strategy. The concept of growth was an absolute to Mike and a motivator in starting AC Growth, in order to help organizations achieve research driven results. Most recently, Mike was the VP and General Manager of Field Operations at Bersin & Associates, a global analyst and consulting services firm focused on all areas of enterprise learning, talent management and talent acquisition. Tasked with leading the company’s global expansion, Mike led all sales operations worldwide. During Mike’s tenure, the company has grown into a multi-national firm, conducting business in over 45 countries with over 4,500 multi-national organizations. Mike started his career at MicroVideo Learning Systems in 1992, eventually holding a senior management position and leading all corporate sales before founding Dynamic Minds. Mike was CEO and Co-Founder of Dynamic Minds, a custom developer of software programs, working with clients like Goldman Sachs, Prentice Hall, McGraw Hill and Merrill Lynch. Also, Mike worked for Oddcast, a leading provider of customer experience and marketing solutions, where he held a senior management position leading the company into new markets across various industries. Mike also serves on the Advisory Board for Carbon Solutions America, an independent sustainability consulting and carbon management firm that specializes in the design and implementation of greenhouse reduction and sustainability plans as well as managing the generation of carbon and renewal energy and energy efficiency credits. Mike attended University of Phoenix, studying Business Administration and Finance. He has also completed executive training at the Chicago Graduate School of Business in Chicago, IL.