STANDARDS 2018-01-28T23:03:03+00:00

Standards of Excellence in the development of training, coaching and consulting programs and systems serve as a road map to recognize the leader in the HRD field. Standards of Excellence criteria apply to all practice segments of program/system development.


AATD Standards are based on more then 30 years of competency research, sponsored by major companies (TOYOTA, 3M, DuPont, B.A.T) and an award-winning instructional system design. AATD is internationally  recognized for developing the first competency pool of 100 competencies in Europe with detailed definitions, based on behavior indicators collected through observation of 3,000 managers and salespeople. This groundbreaking research project led to the STAR Sales and Management Competency Assessment and Training Program.


ROI INSTITUTE: Dr. Jack Phillips
The industry waited nearly thirty years for Jack Phillips to come along, who expanded on Kirkpatrick’s idea and developed a system to calculate ROI. Kirkpatrick truly was brilliant in his ability to grasp this concept, and had he developed tools to concretely analyze his abstract ideas, there would be no talk of Jack Phillips and the ROI network today.Neither of these highly respected experts has outlined the fact that the quality of benefits derived from training and development is generally the most important part of this process.

ITD INTERNATIONAL: Dr. Herbert J. Kellner
Consequently, the reasearch team at ITD International and AATD under the direction of Dr. Herbert J. Kellner developed the Value of Investment System. With ROI, Jack Phillips greatly improved upon Kirkpatrick’s model. At last, with the arrival of the Value of Investment system, it is possible to subject training & development to a critical, qualitative analysis. This type of analysis takes into consideration derived benefits and paints a complete picture of the effects of training and development.


Dr. Kellner pioneered the Value of Investment System in Germany and trained leading training directors, business and performance consultants and business coaches in this revolutionary method to evaluate training and development projects. He also wrote the book on Value of Investment (VOI) that will be published in English very soon. The Value of Investment System is the natural progression of the works of Donald Kirkpatrick and Jack Phillips.

BASE MEASURES: The Four Step Plan
Donald Kirkpatrick revolutionized the world of training and development, when he first introduced his methods for evaluating continuing education programs. His four step plan for rating training and development curricula is applicable and continues to be implemented by many in this field. For several years, however, critics have noted that Kirkpatrick’s model does not sufficiently delve into the effects of specific training programs on a company’s success.

Therefore, Jack Phillips improved upon Kirkpatrick’s concept and added a fifth step. This additional step specifically analyzes the financial results of training programs and thereby emphasizes the Return on Investment (ROI). Thanks to Jack Phillips, the business world has been able to relate better to the world of training and development. Naturally, managers are more familiar with the language of ROI, than with the voodoo scrutiny of the training directors. However, many continue to resist this trend and insist that learning and training are in a league of their own and should not be subjected to conventional, corporate analyses.

Determining actual benefits of investing in training and development is quite complex from both technical and methodological standpoints.  The Return on Investment (ROI) is merely a part of the entire process that we call Value of Investment.  ROI calculations demonstrate whether an action is justified financially.  With the VOI mindset, we are conscious of the fact that in many situations, the ROI may show a negative result, however, the given training may be of great value and nonetheless should be carried out.