About

Rob Aston

Creator and founder of Zoom-Out. Agile coach, trainer and author, with over 20 years of leading and coaching teams and individuals.

Rob Aston presenting at a Zoom-Out workshop, standing beside a screen that reads “Rob Aston, Zoomologist”

Rob Aston is an experienced Agile Coach and the founder and creator of Zoom-Out. He has had a passion for performance and happiness at work for many years.

He has been leading and coaching teams and individuals for over 20 years, and is fascinated by how much more control we have than we tend to realise over our own happiness and personal effectiveness.

Rob is also the author of The Zoom-Out Mindset.

Qualified Personal and Business Coach Certified ORSC Coach (Organisation and Relationship Systems Coaching) ICAgile Certified Professional - Agile Coaching
My Story

How Zoom-Out began.

Back in 2015, I was working in and around London as a “Happy Work Coach”, offering one-to-one coaching, in-house workshops and community sessions. At the same time, as an Agile Coach with software development teams, I created a workshop and began writing a book called Developing Happiness, partly motivated by evidence showing a strong correlation between happy teams and high-performing teams.

The idea was simple. Participants imagined they were an elite, cross-functional software team hired to build a new product: “Human 1.0”. This product had just one requirement:

As a human
I want to be happy

During the workshop, participants were shown “pull requests” written in Java: snippets of code that could potentially be added to the Human 1.0 system. Their job was to decide whether to accept that logic into the codebase, symbolically, into the mind of Human 1.0. The underlying message? If we wouldn’t allow this logic into the mind of Human 1.0, why on earth do we allow it into our own?

Some of the example metaphors:

// Conditional happiness if (this condition == true) then BeHappy(); // Delayed happiness when (this event happens) then BeHappy();

One metaphor in particular stood out: Zooming Out. The idea of stepping back to see the bigger picture when we’re stuck or overwhelmed.

To my surprise, this Zoom-Out idea resonated more than anything else in the workshops. People would email or tell me, unprompted, how zooming out helped them deal with work challenges, relationship issues, or everyday life challenges.

That feedback nudged me to pause the Happy Work Coaching path, put Developing Happiness on the back burner, and pivot fully into creating and exploring Zoom-Out. The Zoom-Out Mindset is one of the outcomes of that journey.

Why I wrote the book.

I’m not immune to getting unhelpfully zoomed in on things, to my own detriment and sometimes to the detriment of the people around me. I wrote the book as much for myself as for anyone else. I also wrote it for my sons, in the hope that they will find value in it as they navigate their own unfolding journeys through life.

The Zoom-Outs in it are ones I’ve personally used and found helpful. Some come from ancient philosophies or modern sciences. Some from coaching, workshops and conversations. Others are entirely my own creation.

I’m not a professional psychologist, neuroscientist, philosopher, anthropologist, Buddhist, Taoist, or Stoic. But I am someone with a deep curiosity and passion for all of those fields. Professionally, my journey has encompassed software engineering, music, art, writing, business analysis, systems thinking, management and leadership, professional coaching, training, agile coaching, mindfulness, CBT, and wellbeing. Many Zoom-Outs are influenced by these areas too.

I hope the Zoom-Out approach helps you, makes you think, and makes you smile along the way.

About the book →

Experience

From software engineering to agile transformation.

An experienced and certified Agile Coach, Kanban Management Professional, trainer and agile delivery lead. An in-depth understanding of software product development at the team level and at scale and the craft of software engineering. Passionate about helping organisations deliver maximum value for customers and the business. Equally passionate about helping individuals and teams maximise their agility, impact and resilience.

Agile Coach (permanent)

YouView Ltd · April 2020 – September 2025

Spearheaded the evolution of agile practices during a pivotal phase of investment growth and product diversification. Championed and embedded agile methodologies within teams and at scale, transforming delivery across the portfolio for complex, multi-team initiatives.

  • Elevated team performance as a dedicated Scrum Master for development teams, fostering self-organisation, continuous improvement, and consistent delivery of high-quality product increments.
  • Forged strong partnerships with Product and Technical Owners/Leads, coaching them on agile principles to optimise teamwork, backlog refinement, prioritisation, and overall delivery effectiveness.
  • Developed and delivered targeted agile and Kanban training programs, upskilling numerous teams and individuals, thereby enhancing organisational agility and efficiency.
  • Architected and implemented a scalable agile operating model for large, customer-driven initiatives. This included Freely, YouView’s landmark initiative (15 teams), directly resulting in its recognition by senior executives as the “most organised initiative in YouView’s history” and “the first major initiative to launch on time!”.
  • Leveraged data-driven insights and visualisation tools (metrics and charts) to empower teams and team-of-teams with robust forecasting, realistic scoping, and effective sequencing decisions. This drove delivery predictability from below 70% to above 90%.
  • Introduced a Portfolio Kanban system, providing unprecedented visualisation of all roadmap development work, leading to improved flow and strategic alignment.
  • Served as the principal subject matter expert for Agile tooling (e.g., Jira, Advanced Roadmaps, Miro), optimising configurations, workflows and promoting best practices to enhance team effectiveness.
  • Strategically guided the Agile Coach team by providing vision and proactively identifying opportunities to adapt coaching approaches and our roles to drive tangible business success and agile maturity.
  • Championed and optimised remote and hybrid working, successfully introducing Miro and delivering comprehensive staff upskilling sessions to ensure seamless remote and hybrid productivity. Facilitated the creation of hybrid working Team Charters.

Agile Transformation Coach & Release Train Engineer (contract)

Dentsu Aegis Network · July 2019 – Feb 2020

Recruited as an Agile Coach by the CTO (alongside a SAFe Trainer) to accelerate delivery of a business-critical £35M technical platform. Within five months, drove a significant uplift in team dynamics and output, prompting the CTO to report to all staff that “Collaboration and velocity have increased exponentially!”.

  • Orchestrated a large-scale agile transformation, transitioning over 300 multidisciplinary professionals across four continents from siloed component teams to the Scaled Agile Framework (SAFe).
  • Successfully launched a complex Large Solution Train, encompassing multiple Agile Release Trains (ARTs), to streamline the development and delivery of the new platform.
  • Provided coaching and mentorship across all organisational levels, empowering roles including the CTO, Program Managers, Business Owners, Product Managers, Developers, DevOps Engineers, Scrum Masters, Architects, QA, and UX designers to effectively adopt and excel within the SAFe framework.
  • Stepped into the pivotal role of Release Train Engineer (RTE) for a key Agile Release Train (50+ individuals across 4 teams), leading PI Planning, facilitating system demos, fostering continuous improvement, and ensuring alignment with the overall program objectives.
  • Drove measurable improvements in delivery cadence and cross-functional collaboration within the ART through hands-on leadership, impediment removal, and the cultivation of a shared commitment to SAFe principles and practices.

Agile Coach (contract)

Lloyds Banking Group · Aug 2018 – July 2019

Drove agile adoption as the Lead Agile Coach within key business areas (Labs), significantly enhancing collaboration and accelerating delivery pipelines. This impact was recognised by the Head of Operations, who stated: “We would have been months behind where we are now without Rob.”

  • Championed and guided business areas (Labs) through their Agile Transformation journey, fostering a culture of continuous improvement and responsive delivery.
  • Provided comprehensive coaching and mentorship to diverse teams and individual roles (Programme Managers, Project Managers, Product Managers, Product Owners, Stakeholders, BAs, Systems Thinkers, Business Designers, and Developers).
  • Strategically reshaped work intake and prioritisation processes to align directly with customer and business value streams, ensuring development efforts were focused on the most impactful initiatives.
  • Reshaped team structures around value delivery, fostering cross-functional collaboration and optimising flow to accelerate the realisation of business outcomes.
  • Successfully implemented the Scaled Agile Framework (SAFe), including orchestrating and facilitating impactful Program Increment (PI) Planning sessions to align multiple teams on shared objectives.
  • Established and led a dedicated team of internal change agents, empowering them to collaboratively identify and implement continuous improvements across the agile ecosystem, thereby embedding sustainable change.

Scrum Master / Agile Coach (contract)

Hive – British Gas – Centrica · Sep 2017 – July 2018

Scrum Master for the cross-functional feature team responsible for Hive’s “Connected Home” devices support within iOS, Android and Web apps.

  • Coached the team in the Agile mindset, principles and practices.
  • Optimised the flow of value using Kanban (Initiatives, Epics and Stories).
  • Facilitated Scrum events (Daily Scrum, Sprint Planning, Review, Retro, Overall Retro).
  • Aligned the team with other teams & stakeholders (goals & dependencies).

Agile Coach (contract)

Schroders · Mar 2017 – Aug 2017

Agile Coach in the core Agile Transformation team as part of the SAFe roll-out.

  • Coached a new SAFe Agile Release Train.
  • Coached and trained roles (Release Train Engineer, Scrum Masters, POs, Senior Leaders).
  • Provided hands-on facilitation and coaching at the SAFe PI Planning events.
  • Acted as a Scrum Master, leading by example and coaching teams through practical demonstration.
Earlier Roles

More detail available on request. Message Rob on LinkedIn.

Jun 2016 – Mar 2017Agile Coach · Bookatable
Mar 2016 – Jun 2016Agile Coach · Barclaycard
Jan 2015 – Nov 2015Scrum Master · Telegraph Media Group
July 2014 – Jan 2015Scrum Master · The App Business (Mobile App Agency)
Aug 2013 – July 2014Scrum Master · The Financial Times
July 2012 – Aug 2013Scrum Master & Product Owner · News UK / News International
Oct 2010 – July 2012Business Analyst · BBC / BBC.com
May 2008 – Sep 2010Technical Product Manager & Product Owner · The Workshop Ltd
Feb 2001 – Apr 2008Development Manager / Head of Technology · ZOO Digital Group plc
Jan 1999 – Jan 2001Software Engineer & Lead Developer · Kazoo 3D plc (startup)
Jan 1994 – Dec 1998Software Engineer & Lead Developer · Lightwork Design Ltd (startup)
Certifications & Qualifications

Qualified, certified and still learning.

  • ✓ Qualified Personal and Business Coach
  • ✓ Certified ORSC Coach (Organisation and Relationship Systems Coaching)
  • ✓ ICAgile Certified Professional - Agile Coaching
  • ✓ Certified Scrum Master
  • ✓ Certified LeSS Practitioner
  • ✓ Certified SAFe 5 Agilist
  • ✓ Certified Kanban Management Professional
  • ✓ Certified ISEB Business Analyst
  • ✓ Class 1 BSc (Hons) Applied Software Engineering

Away from work

My interests are varied and include personal and team productivity, wellbeing and resilience, drawing and visualisation, happiness at work, music (writing and performing), writing and technology.

Let’s build stronger minds, one perspective at a time.

Interested in a workshop for your team, or just want to say hello?