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Managing Personal Change with the SCARED-SO WHAT model
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Managing Personal Change with the SCARED-SO WHAT model
  • Home
  • The Model
  • THE APP
  • Books / Contact Us
  • Academia
  • FAQ
  • About

About the Team

Dr Grant Van Ulbrich: Founder of Scared So What personal change management model, author, coach.

Founder: Grant Van Ulbrich, MSc, Certified ILM Coach, and Doctor in Sales Transformation

A native from the U.S. State of Kansas, Grant embraced personal change and followed in the steps of his grandfather, father, uncles, and brother in serving in the US Navy. Post military service, Grant continued his journey by championing sales leadership roles in the multi-family apartment community throughout the San Francisco Bay Area before following his true passion for the sea in the cruise industry.


With over 20 years selling and sailing across oceans, Grant has served most years working onboard cruise ships and shore side in leadership roles in sales, operations, revenue and launched the first modern luxury retail travel outlets at sea with Celebrity Cruises and Royal Caribbean International. He also launched the cruise industry’s first office of Diversity and Inclusion, and now is leading the way within the sales transformation sector for the Royal Caribbean International for the EMEA, APAC, LACAR global regions.


Living in central London, England area, Grant continues his sales academic and professional career by leading in continuous sales transformation and change management. He is the first member in the travel and tourism industry to graduate the master's MSc in Professional Practice Leading Sales Transformation with Consalia, Ltd., and Middlesex University, and with honors. He is also the first doctor in sales transformation in the industry through the Doctorate Professional Studies by Public Works at Middlesex University of London. And he is a certified sales transformation coach through Consalia and the Institute of Leadership and Management.  Grant is also a Founding Fellow of the Institute of Sales Professionals.

Claudio Martinez, Managing Director

Claudio hails from Venezuela and the United States, but now makes London his primary home where he serves as the managing director of Scared So What Ltd.


Educated with a degree in Journalism and Public Communications, Claudio has a long career in sales management, events management, and served as an on air talent for a local radio station in Caracas, Venezuela.   In his current role, Claudio maintains the operations, sales & marketing, app functionality, and PR services for the application and publishing representation for our books and business consulting services.

Vision and Mission for SCARED SO WHAT personal change model and change management consultants

Vision & Mission

Vision: To be the change management leaders that focus on the individuals' needs to champion their success.


Mission: To champion people's ability to learn how to manage personal change wherever they may be.

The Oxford Review

The Oxford Review

Dr. Van Ulbrich is a proud member of The Oxford Review where research is reviewed and shared with other academics and business community members in order to share the advancement of knowledge and collaboration.

The Institute of Sales Professionals

The Institute of Sales Professionals

Dr. Van Ulbrich is a Founding Fellow of the Institute of Sales Professionals, an organisation accredited with the government of the United Kingdom, in the advancement and professionalization of persons within the sales community.  Bringing sales ethics to the forefront and championing further sales education, accreditation, and leading with the highest credentials possible.

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