Investing In Your Employees: Denitresse Ferrell Of Culture Refinery On The Benefits of Offering Continuous Professional Development (CPD) Initiatives For Employees
An Interview With Chad Silverstein
Engagement — When employees feel valued and invested in, they’re more motivated and committed to their work. This leads to higher productivity and better-quality output.
Investing in team development has become increasingly crucial for forward-thinking companies, who understand that their greatest assets are their people. From implementing innovative training programs and wellness initiatives to cultivating a supportive work environment, these strategic investments play a vital role in enhancing employee satisfaction and retention. As the business landscape evolves, mastering effective methods to support and retain employees is pivotal for achieving long-term success. I had the pleasure of interviewing Denitresse Ferrell.
Denitresse Ferrell is an international speaker, executive coach, and seasoned leader with a proven track record in driving organizational success. As the CEO and founder of Culture Refinery, she works with her team to unleash the collective genius of marginalized talent through culture design and transformation. With over two decades of experience in Fortune 100 companies, her expertise in leadership development, DEI, and strategic planning empowers individuals and teams to thrive.
Thank you for joining us. To start, could you share a little about yourself, and how you got started?
As a kid, I struggled to figure out the answer to the question, “What do I want to be when I grow up?” It wasn’t until my late thirties that I finally figured it out, and what got me there was coaching. I spent the last 12 years of my corporate career in manufacturing focusing on corporate strategy, new product development, and other key areas. What was unique about my journey was that the organization I worked for trained a cohort of internal executive coaches, and I was one of them. This experience of coaching other leaders during major transitions sparked my love for empowering others, and helped me discover my true passion.
In January 2020, just before the pandemic hit, I decided to leave my corporate job and start my own business. I wanted to help people be their most authentic selves in the workplace. In the US, those from traditionally marginalized backgrounds often feel the need to conform to majority standards. This constant need to fit in takes a toll on mental resources, hindering creativity, innovation, and productivity. Having struggled with this myself throughout my corporate career, I wanted to make way for others. But in launching my coaching practice, I quickly realized that while motivating individuals to be authentic was important, it wasn’t always safe for them to do so — there is a reason why people conform.
Therefore, the challenge was twofold: helping individuals tap into their full brilliance and creating spaces where they could show up authentically. This dual mission gave birth to Culture Refinery, with the motto “Cultivate Culture, Unleash Genius.” We believe that by creating accepting and open spaces, people can tap into their full potential and unleash their genius. Imagine a world where everyone could be their most brilliant selves — what could we achieve in terms of technology, innovation, and creativity?
Leveraging our firsthand experience as organizational leaders, Culture Refinery collaborates with executives, managers, and teams committed to excellence. We understand that a thriving workplace culture requires competent and skilled employees, effective professional development, and an intentionally supportive environment. Our custom solutions address challenges such as talent attrition, team dysfunction, employee disengagement, and leadership ineffectiveness.
What was your biggest challenge in those early days?
In the early days, the toughest thing was undoubtedly wearing every hat imaginable. As the head of a bootstrapped, service-based business, I was the marketer, accountant, IT support, and salesperson, all rolled into one. With limited resources and the added pressure of launching during COVID, I had to quickly learn what I didn’t know and prioritize what mattered most.
Ultimately, I had to embrace constantly pushing forward, even when things felt chaotic. The biggest challenge was being willing to give up this notion of perfection in favor of bold action, even if that bold action was sometimes a little messy!
Was there anything specific that inspired you to prioritize CPD initiatives in your company?
I believe that professional development is a shared responsibility. Organizations should provide the resources, managers should offer guidance, and individuals should take the initiative.
When we talk about CPD, we often focus on the future — the next job, the new skills. But I believe it should be embedded in our daily work. It’s about asking ourselves: What can I do better today? How can I sharpen my skills? By making development a habit, we become more adaptable, more valuable, and more prepared for whatever challenges come our way.
I’ve always seen development as a continuous process, not a destination. It’s like refining a piece of metal: the more you shape and polish, the better it becomes. My background in manufacturing taught me the importance of structure and strategy in this process. We’ve created a process to identify skills, set goals, and leverage resources effectively. This ensures that development is integrated into our daily work, rather than an afterthought.
At Culture Refinery, this mindset is central to everything we do. We believe that by investing in our employees’ growth, we’re investing in the future of our organization. It’s a win-win: a more developed workforce leads to a more innovative and successful company.
Can you explain why this is important for the success of a business?
CPD is absolutely critical for business success in 2024 and beyond. Think about it: technology is evolving at lightning speed, customer needs are shifting, and the workforce itself is changing. If your business isn’t keeping up, you’re going to fall behind.
Continuous professional development helps us stay agile and responsive to these changes. It empowers your team to solve problems creatively, develop new skills, and collaborate more effectively. Plus, it’s essential for retaining top talent — people want to work in environments where they can grow and learn.
By investing in your employees’ development, you’re also investing in your business’s future.
Can you please share with us, and briefly explain the first major initiative you started that directly benefited your employees?
We leverage CliftonStrengths assessments for our team — it’s an excellent tool for discovering how individuals tick, and how those strengths come together to create a high-performing team. It’s worked so well for us that we actually implemented a similar process with clients.
A standout example was a client rapidly expanding their business operations team. We guided them through a series of workshops to uncover their strengths, understand how they complemented each other, and optimize their teamwork. The real testament to the program’s success is that years later, we have members of that team regularly reach out to us to share that they still reference their strengths when tackling new projects. They use it to determine the best roles for team members and to integrate new hires seamlessly. It’s incredibly rewarding to see this tool become a cornerstone of their collaboration and productivity.
Do you have an example of a situation where you didn’t get the result you were looking for, and tell us what happened as a result?
In early 2021, we partnered with an organization looking to rebrand itself as a racial equity leader. We developed a comprehensive, year-long plan, but unfortunately, we encountered a significant roadblock: lack of executive buy-in.
Despite alignment with HR and the existing DEI team, the executive director wasn’t fully committed to the plan. This hindered our ability to execute the crucial initial phases of the project, which focused on in-depth auditing and assessment. We ended up delivering workshops, which is a standard approach in the industry, but it felt like a superficial solution.
While workshops are valuable, they’re not a standalone solution for systemic change. We believe in a collaborative and iterative approach, where we work closely with organizations to embed equity into their daily operations. Our ideal process involves a deep dive into an organization’s culture and systems, followed by ongoing partnership to implement lasting change. In this case, we felt like we only scratched the surface.
What has been the most impactful CPD initiative you’ve seen other companies offer, and how did it inspire or influence your own approach?
One of the most impactful CPD initiatives I’ve seen was a safety program called SafeStart. It was unlike any other training I’d experienced in my two decades in corporate America — what set it apart was its incredible focus on behavior change. The program wasn’t just focused on delivering information on workplace hazards… it was truly about creating a culture of safety. Everyone in the organization, from top to bottom, received the training. There were even resources for families to engage with the material at home.
But the real magic was in the accountability piece. Each employee was tasked with sharing a safety-related story at regular intervals. This consistent practice reinforced the key messages and made safety a part of everyday conversations. It was a brilliant way to embed the training into the company culture.
This experience definitely influenced our approach to CPD. Although our programming materials are dramatically different, we also prioritize holistic culture shifts based on really embedding within an organization through our programs. After we leave, a key feature of our work is providing clients with tools and frameworks to sustain learning beyond the training itself.
What challenges might companies face when implementing these initiatives, and how can they overcome them?
Often, companies approach professional development like ordering off a menu. They select a program, consume it, and expect immediate results. This ‘check-the-box’ mentality misses the mark. To truly impact behavior, we need to treat professional development as a large-scale change management initiative. It’s not enough to deliver a generic program — it must be tailored to the specific challenges an organization faces. If we don’t understand the unique needs of the audience, the learning won’t stick.
To overcome this, we focus on integration — how do we ensure that what’s learned in the workshop translates into real-world actions? This might involve coaching, performance management adjustments, or other support systems
Can you share a story of an employee who significantly benefited, and how it affected their performance or career trajectory?
We recently partnered with a major unit within a Fortune 100 manufacturing company to bolster its leadership capabilities. We focused on crucial skills like emotional intelligence, power dynamics, and building psychological safety. These are crucial in any leadership role, but they became even more critical as the unit suddenly found itself navigating a particularly challenging situation: mass layoffs.
The team was instrumental in helping their organization weather the storm. Through our CPD initiatives, they developed strategies to protect the well-being of remaining employees, but the most impactful outcome was fostering a sense of community and support.
Our time together really underscored the power of CPD initiatives for this kind of preparation. By investing in leadership development, this team was better equipped to handle a crisis and maintain a healthy company culture even when the water got choppy.
Could you please list the “Top Five Benefits of Offering Continuous Professional Development (CPD) Initiatives For Employees”? Can you explain what you mean?
- Engagement — When employees feel valued and invested in, they’re more motivated and committed to their work. This leads to higher productivity and better-quality output.
- Retention — By providing opportunities for growth and development, organizations can keep their top talent engaged and satisfied. A strong CPD program demonstrates a commitment to employee success — fostering loyalty and reducing turnover. (Kaye and Giulioni’s book Watch Them Grow or Watch Them Go provides a lot of excellent context here!)
- Productivity — As employees develop new skills and knowledge, they become more efficient and effective in their roles. If you want increased output, improved problem-solving, and better decision-making, you also want to prioritize CPD.
- Innovation — When employees are encouraged to think creatively and explore new ideas, they’re more likely to come up with innovative solutions that give their organization a competitive edge.
- Profitability — Ultimately, these benefits translate into improved financial performance. Engaged, retained, productive, and innovative employees contribute to increased revenue and profitability.
How do you measure the success and ROI of these CPD initiatives?
By gathering data on employee satisfaction, performance review ratings, promotions, attrition, and productivity in the wake of implementing a CPD initiative, you can reveal a lot about its impact on your organization.
Looking forward, how do you see the role of CPD evolving in the next 5–10 years?
Professional development is going to be absolutely essential for survival in the next 5–10 years. Our world is changing at an unprecedented pace, and if you’re not constantly learning and growing, you’re going to fall behind. The speed at which industries and technologies are evolving means that the skills you need today might be obsolete tomorrow. It’s a relentless cycle of learning and adapting, and the companies that prioritize the development of their people are the ones who will stay ahead.
What advice would you give to business leaders who are hesitating to make these changes?
CPD initiatives are not a cost — they’re an investment in your company’s future. Leaders who hesitate to prioritize the development of their people are risking higher turnover, decreased innovation, and a less agile workforce. When your team is equipped with the skills and knowledge to anticipate market changes and solve complex problems, your organization becomes more resilient and competitive. It’s a strategic move that pays dividends in the long run.
Can you share any upcoming initiatives or plans you have for further investing in your employees?
We’re really excited about a few new initiatives we’re launching to help other organizations with their CPD in 2025. First, we’re rolling out a program called Cultivate Leaders, specifically designed to help equip new managers with the tools and knowledge to excel in their roles. Second, we’re introducing Unleash Genius, a career development program aimed at empowering individuals to take ownership of their professional journeys. We believe in providing employees with the resources and support they need to reach their full potential. We’ll also continue to offer our Culture Champions program, which offers leaders the tools they need to foster a more inclusive workplace, and our Cultivate Teams programs, which help team communication and allows them to collaborate more effectively.
How can our readers follow your work?
I’m on LinkedIn as Denitresse Ferrell, and you can keep up with Culture Refinery there too!
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein, a seasoned entrepreneur with over two decades of experience as the Founder and CEO of multiple companies. He launched Choice Recovery, Inc., a healthcare collection agency, while going to The Ohio State University, His team earned national recognition, twice being ranked as the #1 business to work for in Central Ohio. In 2018, Chad launched [re]start, a career development platform connecting thousands of individuals in collections with meaningful employment opportunities, He sold Choice Recovery on his 25th anniversary and in 2023, sold the majority interest in [re]start so he can focus his transition to Built to Lead as an Executive Leadership Coach. Learn more at www.chadsilverstein.com
Investing In Your Employees: Denitresse Ferrell Of Culture Refinery On The Benefits of Offering… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.