We help people discover and develop their strengths to continually improve how they live their lives – at home, at work, at school and in relationships – creating a better world for all of us.

And we do this by focusing on YOU.

Unlike other coaches, we don’t just help you solve what you came to us for. We help you become ready to achieve any possibility, even ones that haven’t been thought of yet. We help you identify and deal with the challenges that block you from achieving your goals. And we educate you in how to be aware, self-aware and self-managed.

Our mindfulness coaching prepares you to know and embrace who you are and use your abilities to wisely respond to what work and life sends you. You can’t always control what happens, but you can learn how to effectively, intentionally and successfully respond to it.

The Forte Factor coaches are certified ICF or Greatness Zone Professional Coaches. We are trained to help you define your goals, assess where you are, and provide tools, education and guidance to help you close the gap between where you are and where you want to be.

Jay Forte
MBA, CPC, CGC, ELI-MP – Founder, Coach, Educator, Author

A previous financial executive and corporate educator, Jay is a certified professional and executive coach, consultant, speaker and founder of The Forte Factor and Greatness Zone Professional Coaching. He is a nationally-ranked thought leader on performance and potential, and author of two books: Fire Up! Your Employees and Smoke Your Competition, and The Greatness Zone – Know Yourself, Find Your Fit, Transform the World.

Jay’s purpose in life is to help others discover, develop and live what is best in them, to discover their “Forte,” – their special something that brings them great joy and makes the world a better place. This creates a world of people living and working at their greatest potential. Coaching provides the structure, process and guidance to help each of us develop into our greatest selves to raise the quality, happiness and impact in life.

Jay’s favorite thing about coaching is sharing self-awareness, self-management and option-building tools with his clients, and helping them learn how to identify and connect their greatest abilities to opportunities in work and life. This process enables clients to find their fit – to feel confident, capable and successful in their decisions, and to lead bigger, bolder and better lives.

An avid writer, gardener and cook, Jay has three daughters, three grandsons and a granddaughter. He spends his time between New England and South Florida.

You can find Jay on LinkedIn and Twitter.


Kristin Allaben
CGC – COO and Confidence and Possibilities Coach

“You’ll never know what’s possible unless you have the confidence to know and be yourself.”

Kristin is the COO of The Forte Factor and a Certified Greatness Zone Professional Coach (CGC) specializing in confidence and possibilities. Life has a funny way of testing each of us and each test can challenge our confidence in every aspect of life. Kristin’s coaching style helps you regain your self-confidence and pursue possibilities you never thought possible.

A former PR executive, Kristin has more than a decade of communications experience ranging from business to tech to healthcare industries.

She is an avid reader and writer, and enjoys running, playing soccer and raising her three sons. She lives in Massachusetts with her husband and kids.

You can find Kristin on LinkedIn and Twitter.

Are You Ready for Coaching?

Contact us for a free, no obligation 15-minute introductory call.

No selling, no pressure. Just a conversation about what’s happening with you and how coaching could equip you to be better, bolder and braver in all aspects of your life.

You are your life’s owner – you drive. Are you headed where you want to go?


Contact us.

What are Your Strengths?


The 3AboutMe Talent Assessment is a free resource designed for anyone over the age of 14 to help identify your three core talents, along with a short list of practical every day words to help you better understand yourself.

Gaining this insight early on is a profound advantage to living your best life from the start.

Talent and Performance Style Assessment

We created the Talent and Performance Style Assessment tool to help you better understand who you are at your core. This tool is used in all of our coaching and our programs on hiring and development. It is also available to everyone to easily identify their natural abilities (talents and strengths). You can’t develop and use your greatest abilities if you don’t know what they are.

Subscribe for motivation to keep showing up as the best version of yourself.

The Leading Edge
Monthly insights to help you enhance your performance and reach for life’s greatest possibilities

The Power Within
Weekly inspiration to help you tap into your strengths and achieve your potential