
Executive Development Program
PEOPLE & ORGANIZATION
Creating stakeholder value through human capability


Dave's Message
"In today’s fast-changing business world, managing people and organizations is a top priority for everyone involved. Employees want meaningful work and opportunities to contribute. Executives aim for strategic results. Boards care about sustainability. Customers expect alignment with their needs. Investors look for returns. And communities value companies with a strong, positive impact.
The "human" in human resources includes all of these stakeholders. By strengthening human capability—through talent, leadership, organizational design, and HR excellence—HR professionals create value for everyone.
This workshop gives participants the tools and frameworks to do just that. You’ll learn how to design integrated people and organizational strategies using a proven human capability framework. We’ll cover trends and best practices in leadership branding, talent, emerging capabilities, and optimizing the HR function.
By the end, you’ll walk away with:
-
A practical human capability plan tailored to your stakeholders
-
Clear, actionable steps for implementation
-
Stronger skills to make a compelling case for HR-led value
I’ll lead the session using real-world case studies, discussions, practical tools, and assessments—ensuring you leave with both insight and application.
Sincerely,"

What You'll Learn
-
Review, rethink and reinvent your HR function.
-
Understand the strategic value of human capability in today’s AI-driven market.
-
Explore cutting-edge practices in talent acquisition, development, retention, and employee experience.
-
Define organizational capabilities and culture.
-
Leadership branding to align with market expectations.
-
Build a personalized Human Capability Plan with clear actions, ownership, and implementation steps.
November 10, 2025
(16:30 - 21:00) Meet & Greet
Dave Ulrich will kick things off with a comprehensive preview of the next two days, laying the groundwork for engaging discussions. Everyone will be guided through thoughtful questions to build connections. As night falls, we will enjoy a lavish dinner - a perfect end to a day of first meet and great. Transfers will be available between the hotel and the Convento de Cristo.
Program Fee: 5900€ +VAT
Group discounts available (20-35%).
Two-Day Program
Dave will share his experience and frameworks, and answer your questions in an immersive learning experience. 11th & 12th November at Convent of Christ, Tomar
People & Organization Workbook
Receive an exclusive workbook filled with Dave's frameworks and systems, designed to guide your journey.
Meet & Greet
Kick off the program by connecting with Dave and fellow participants on 10th November at the picturesque city of Tomar.
Hotel & Food Included
10th & 11th November accommodation included.
Enjoy all-inclusive meals throughout the program.
Network Dinner Experience
Savor premium cuts of meat grilled to perfection, with music setting the perfect backdrop for engaging conversations. 11th November at Taverna Antiqua.
Airport & Hotel Transfer
Our team will take care of your transportation during the 3 days.
Signed Certificate
Take home a personalized, hand-signed certificate from Dave, verifying your participation and achievement.

Liz Muller, Senior Vice President at Starbucks
"Having met Arc’s team in 2022, I continue to be amazed by the exceptional quality of their programs. The participants are consistently high-class, senior executives from leading companies across the globe, and the content is always deep, relevant, challenging, and inspiring."
Diane Gherson, CHRO at IBM
"Prof. Ulrich bring rich observations and clear advice on the radical changes in organizations and work design, governance, and leadership style needed to thrive in the digital era."
Attendees are senior executives from companies like
November 11, 2025

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Dave's Message
"In today’s fast-changing business world, managing people and organizations is a top priority for everyone involved. Employees want meaningful work and opportunities to contribute. Executives aim for strategic results. Boards care about sustainability. Customers expect alignment with their needs. Investors look for returns. And communities value companies with a strong, positive impact.
The "human" in human resources includes all of these stakeholders. By strengthening human capability—through talent, leadership, organizational design, and HR excellence—HR professionals create value for everyone.
This workshop gives participants the tools and frameworks to do just that. You’ll learn how to design integrated people and organizational strategies using a proven human capability framework. We’ll cover trends and best practices in leadership branding, talent, emerging capabilities, and optimizing the HR function.
By the end, you’ll walk away with:
-
A practical human capability plan tailored to your stakeholders
-
Clear, actionable steps for implementation
-
Stronger skills to make a compelling case for HR-led value
I’ll lead the session using real-world case studies, discussions, practical tools, and assessments—ensuring you leave with both insight and application.
Sincerely,"

.jpg)

What You'll Learn
-
Review, rethink and reinvent your HR function.
-
Understand the strategic value of human capability in today’s AI-driven market.
-
Explore cutting-edge practices in talent acquisition, development, retention, and employee experience.
-
Define organizational capabilities and culture.
-
Leadership branding to align with market expectations.
-
Build a personalized Human Capability Plan with clear actions, ownership, and implementation steps.
November 10, 2025
(16:30 - 21:00) Meet & Greet
Dave Ulrich will kick things off with a comprehensive preview of the next two days, laying the groundwork for engaging discussions. Everyone will be guided through thoughtful questions to build connections. As night falls, we will enjoy a lavish dinner - a perfect end to a day of first meet and great. Transfers will be available between the hotel and the Convento de Cristo.
November 11, 2025
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Program Fee: 5900€ +VAT
Group discounts available (20-35%).
Two-Day Program
Dave will share his experience and frameworks, and answer your questions in an immersive learning experience. 11th & 12th November at Convent of Christ, Tomar
People & Organization Workbook
Receive an exclusive workbook filled with Dave's frameworks and systems, designed to guide your journey.
Meet & Greet
Kick off the program by connecting with Dave and fellow participants on 10th November at the picturesque city of Tomar.
Hotel & Food Included
10th & 11th November accommodation included.
Enjoy all-inclusive meals throughout the program.
Network Dinner Experience
Savor premium cuts of meat grilled to perfection, with music setting the perfect backdrop for engaging conversations. 11th November at Taverna Antiqua.
Airport & Hotel Transfer
Our team will take care of your transportation during the 3 days.
Signed Certificate
Take home a personalized, hand-signed certificate from Dave, verifying your participation and achievement.

Liz Muller, Senior Vice President at Starbucks
"Having met Arc’s team since 2022, I continue to be amazed by the exceptional quality of their programs. The participants are consistently high-class, senior executives from leading companies across the globe, and the content is always deep, relevant, challenging, and inspiring."
Diane Gherson, CHRO at IBM
"Prof. Ulrich bring rich observations and clear advice on the radical changes in organizations and work design, governance, and leadership style needed to thrive in the digital era."
Attendees are senior executives from companies like
30th April 2025
10th November
Imagine walking through the grand halls of the Convento de Cristo, a site where history whispers from every stone, and being greeted by none other than Dave Ulrich. On 10th November, you will join 30 other executives for an unparalleled meeting where Greg will reveal the inner workings of branding with emotion—right in the heart of this UNESCO World Heritage site.
16:30 - 21:00
Dave Ulrich will kick things off with a comprehensive preview of the next two days, laying the groundwork for engaging discussions.
Everyone will be guided through thoughtful questions to build connections.
As night falls, we´ll enjoy a lavish dinner - a perfect end to a day of first meet and great.
Transfers will be available between the hotel and the Convento de Cristo.
Program Overview
A Retreat Inside an UNESCO World Heritage Monument. A Letter Written by Greg Hoffman.
I'm honored to welcome you to the "Branding with Emotion" retreat, a dynamic three-day journey where we'll explore how our brands can forge deeper, lasting connections in the hearts and minds of customers.
The program I'll share with you has been shaped by my 27-year journey at NIKE, where I worked across marketing, innovation, advertising, and design. I witnessed firsthand how the Swoosh transcended its role as a logo to become a symbol of human potential, how "Just Do It" evolved beyond a tagline into a global mindset, and how sneakers transformed into vessels of profound personal connection. Drawing from these experiences, I've designed this program to help you develop the leadership mindset and strategies needed to create powerful emotional bonds between your brand and customers.
Begins with an exploration of emotion's role in distinguishing extraordinary brands from ordinary ones. We'll then delve into "Sparking a Movement" - examining how brands can evolve beyond transactions to become meaningful forces in customers' lives. Through engaging case studies and interactive exercises, we'll push ourselves to create a more audacious vision of our brands' future and discover how to define and amplify each brands' unique personality.
Last day opens with "Dare to Be Remembered", focusing on brand storytelling and cultural relevance. Because no brand story worth telling should be forgotten, we'll examine the principles that make stories resonate and endure. In "Never Play it Safe, Play to Win", we'll explore how to foster a culture of calculated risk-raking that generates bold, innovative ideas. Through case studies and hands-on exercises, you'll gain practical tools to energize creativity within your organizations.
We'll conclude by looking toward the future with "Leave a Legacy, Not Just a Memory", examining how brands can contribute meaningfully to global progress while achieving their business objectives.
I look forward to collaborating with you over these next three days, in the UNESCO Heritage Christ Convent, as we unlock new ways to strengthen our brands and drive business growth through the power of emotion.

Sincerely,


