Founder's Message: Why I Do This Work

Transformation starts with people. Always.

Hi, I’m Indra. I founded AFA because I believe real transformation doesn’t start with frameworks. It starts with people.

After more than 30 years working across 46 countries, I’ve seen the same truth everywhere. Organizations don’t fail because they lack strategy. They struggle because people aren’t aligned, heard, or equipped to navigate change together.

What I love most is helping teams move from guarded to grounded, from overwhelmed to intentional. That happens when we slow down, listen first, and build solutions that reflect the real rhythm and values of each organization.

Our work at AFA is about equipping leaders and teams to think critically, act intentionally, and adapt wisely across borders, roles, and systems. Yes, we talk about agility, but not as a buzzword. For us, agility means responding with clarity, leading with integrity, and staying human in complexity.

I do this because I’ve seen what’s possible when learning comes before leaping and when people lead with intention, not imitation. If you’re ready to build something that lasts, grounded in humanity and globally relevant, let’s begin.

With clarity and care,
Indra

Tailored Solutions for Sustainable Growth

Corporate Training

Our programs build practical skills while laying the groundwork for lasting change. Designed for real-world impact, each experience delivers immediate value and long-term growth. Whether through offsites or virtual formats, we meet your team where they are and help them move forward together.

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Coaching

We offer strategic coaching that helps leaders and teams grow with intention. From inclusive leadership to high-performance habits, we tailor each engagement to your goals. Whether 1:1 or group-based, our coaching fosters sustained individual and organizational evolution in every context.

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Consulting

Our consulting begins with context—yours. We co-create solutions that are values-driven, practical, and rooted in your culture. With global experience across industries and geographies, we help you lead change that is meaningful, measurable, and uniquely your own.

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5 Reasons to Partner with AFA

Tailored To Your Needs: Solutions built around your people, not a playbook.

Let by Experts: Decades of hands-on transformation leadership, globally.

Change that Lasts: We help you embed agility and alignment, not just talk about it.

Results You Can Measure: From productivity to retention, we deliver business outcomes.

True Partnership: We don’t consult. We collaborate deeply to drive your success..

Transformative Change Made Simple

At AFA, we understand that meaningful transformation begins with building trust and capability. Our approach offers a flexible pathway to organizational change:

Start with a Signature Program: Address a specific need while experiencing our approach firsthand
Deepen with Connected Learning: For greater impact, our 3X approach connects multiple programs over time
Commit to Comprehensive Change: Organizations ready for deep transformation can explore our year-long I2I journey

With close to 100 years of combined experience, we equip leaders with the tools and mindset to create more agile and responsive organizations. Our clients report measurable results including 40% increases in team productivity and 50% decreases in project overruns—turning everyday working groups into collaborative powerhouses.

What we believe:

Collaboration Builds Stronger Solutions
Change works best when it’s built with people, not delivered to them.

Flexibility Honors Context
There’s no single way to grow. We adapt to fit your culture and reality.

Pragmatism Serves People First
Effective solutions are the ones people can actually use and sustain.

Adaptability is a Human Skill
We foster mindsets that evolve with change, not just react to it.

Sustainable Change Uplifts Everyone
The only meaningful transformation is the kind that lasts and includes.

Revolutionizing the Way Organizations Transform

AFA provides impactful training programs, coaching, and consulting to help your organization create high-performing teams operating in a safe, inclusive culture.

We help you to create solutions by first clearly identifying the problems worth solving.

Explore our programs and discover your path to organizational excellence.

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Or schedule a strategy call with our CEO, Indra A. Books, to talk through how we may help.

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How We Co-create Solutions With You

At AFA, we provide tailored consulting, coaching, and training services to help organizations drive value-driven change. Whether you're looking to transform your team, your department, or your entire organization, we can help.

Testimonials

Happy Clients

Attending the Art of Inclusive Leadership training was truly eye-opening. I believe every leader aiming to elevate their impact should experience this. It’s more than a session—it’s a shift in mindset. The idea of empowering yourself to empower others stayed with me. As someone committed to uplifting others, especially artists, this session was a timely reminder to lead from within. This was quality time spent investing in myself, and I’m leaving recharged and ready to lead with greater purpose. Thank you.

K. Blankson

CTO

Indra is someone who is capable of not just advocating for, but implementing meaningful change in an organization. She has an excellent ability to meet teams where they are and work with them to overcome the roadblocks that keep them from getting to the place they want and need to be. She has seen it all before and has an answer for it all.

A. Blomeke

Developer/Analyst

We wouldn’t have the team we do, without your thoughtful guidance and patience. We wouldn’t be where we are in the project, without your gentle nudging and brilliant leadership. And the stories! I will definitely miss the stores! I can’t thank you enough for all you’ve done.

J. Dahlquist

Managing Director

Indra is wonderful to work with, and has exceptional expertise in mentoring, coaching, and leading teams. She is consistently motivated to transform workplace culture through her passions in Agile practices. I was impressed by her ability to manage and coach even the most complicated teams, creating long-lasting team camaraderie and efficiencies.

R. Das

Proposal Manager

Having been trained in more traditional, rigid, PMP standards, it was remarkable how much more practical and effective the agile process turned out to be. Indra's influence on how we do business will long outlive our shared contract and has already spread its virtues to other areas of the organization. I will continue to default to her leadership and expertise as I progress in my own understanding of the agile process.

J. Osborn

Manager

Agile. Mentor. Leader.

These three things come to mind when I think about Indra Books. She had this magnetic attraction derived from her confidence, compassion, and determination to keep the team moving forward.

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