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About Effective Intelligence

For almost 50 years, Effective Intelligence has empowered people with the tools they need to transform their decision-making.

Understanding your own thinking processes is the key to making your best decisions. Effective Intelligence maps your path to extraordinary results!

Here’s a brief timeline to show our evolution:

1977: Work begins

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1985: Global adoption

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2000: Trust founded

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2021: CEO joins

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Founder Jerry Rhodes set up the Rhodes Effective Intelligence Trust in 2000, to establish a thriving future for the ground-breaking work he began in 1977.

CEO Jay Canning joined the Trust in 2021 to take forward its aims for digital services after the impact of Covid.

The Trust has licensed Associates throughout the world, who deliver Effective Intelligence to a broad variety of businesses and individuals.

The Effective Intelligence Associate Master Trainers have undertaken a strenuous programme of Accreditation with Jerry Rhodes.

Jerry has also personally trained all of the Effective Intelligence Associates.

Jay Canning



CEO: Jay Canning

The Rhodes Effective Intelligence Trust is led by Jay Canning.

A Londoner with a diverse professional background, he brings digital marketing, technology and language skills to extend the global outreach of Effective Intelligence.

As CEO, Jay’s mission is to expand our vitally relevant work as the world faces a fast-developing and uncertain future.

In the midst of the current revolution in Artificial Intelligence (AI), Effective human intelligence has never been more important for all of us to establish.

Jerry Rhodes

Founder: Jerry Rhodes MA Oxon DipEd

J D Rhodes, known as Jerry Rhodes, focuses on advanced training and development for the continued global expansion of Effective Intelligence.

Rhodes’ business background is extensive. His work at the sharp-end shapes the structure and content of Effective Intelligence. It deals with real work. Savvy HR directors and proactive leaders recognise the benefits this brings.

Effective Intelligence grew out of Rhodes’ pioneering research into raising organisation performance through creativity and innovation.

A joint project with PHILIPS (Royal Philips Electronics) established new standards in Skilful Thinking. It laid the foundations for Rhodes’ action research with a widening circle of international companies.

Since 1985 Effective Intelligence has been adopted by significant companies in the USA, Canada and South America, Europe, Scandinavia and England.