Career, Business & Executive Coach | Mindset & Mental Fitness Coach | DISC® Certified | Mentor

👋 Hi, I’m Monica.Most founders and business owners don’t need more strategy. They need more internal bandwidth.I coach founders to think more clearly, lead better, and run a business that doesn’t burn them out.I’ve spent 30+ years leading teams across corporate and start-up environments, responsible for people, revenue, and operations. I understand the pressure at the top - and what happens when the founder tries to carry it all.Those decades taught me one thing:If the founder is overwhelmed, the business will be too.No strategy fixes a leadership bottleneck.My coaching isn’t generic leadership training. It’s deep, personalised, evidence-based work grounded in performance psychology, neuroscience, and practical leadership experience.Credentials:• ICF-accredited Performance Coach• Neuroscience of Change certified• Positive Intelligence Coach• Certified Neuroscience Coach• CIPD Associate in HR ManagementSince starting my practice, I’ve coached founders and leaders from organisations including Nike, Amazon, Warner Bros, and the NHS -  but my focus now is singular:➔ founders navigating growth, decision fatigue, and the pressure to lead.Does this sound familiar?✔︎ You’re making nonstop decisions but trusting yourself less✔︎ Your team asks for things they should handle alone✔︎ You’re busy all day but key work isn’t moving✔︎ You’re dragged into fires instead of thinking strategically✔︎ Stress is rising and your headspace shrinking✔︎ You want growth but can’t keep leading like thisYou don’t need another masterclass.You need support tailored to you and your business.We work across three layers:1. Lead YourselfBuild the clarity and headspace to make better decisions and stay out of reactive mode.2. Lead Your TeamGet your team thinking for themselves, taking ownership, and solving problems without everything coming back to you.3. Lead Your BusinessMake clearer decisions, cut through noise, focus on what drives progress, and create momentum.Client results:✔︎ Simplified their business → revenue up 40%✔︎ Fixed costly team issues (incl. a £250K mis-hire)✔︎ Rebuilt confidence in communication and leadership✔︎ Stepped out of firefighting and regained thinking time✔︎ Reduced stress at work and at homeClients often say I make complicated things feel simple, and create a space where they can think clearly and make decisions they trust.📩 If you’re ready to lead with more clarity - and build a business that performs without burning you out - book a free 30-minute consultation.

Monica Federico, Assoc. CIPD

You can be a boss without being a leader.
Most founders learn that the hard way.

Building a business is one thing.
Leading one is another.

Most founders get pulled into the work.
I see it with my clients all the time.
Successful. Smart. Still “too busy.”

Almost every founder I coach thinks their problem is lack of time, but it’s usually leadership.

They run operations.
Solve problems.
Put out fires.
And somewhere along the way, the leadership part gets pushed aside.

It usually comes down to three layers:

1. Leading yourself
↳ Your clarity becomes the team’s clarity.
↳ Your emotional state sets the tone.
↳ Your habits set the pace.
Operate from a calm, focused, clear space and everything else steadies.

2. Leading your team
↳ Give direction, not micromanagement.
↳ Don’t get stuck in the weeds. Delegate.
↳ Help your team develop and grow.
Culture and alignment start here.

3. Leading the business
↳ Strategy becomes cleaner.
↳ Decisions get simpler.
↳ You shift from reacting to building.
This is where growth becomes predictable.

Founders often think leadership is something to revisit when things calm down.

But things calm down when leadership becomes the priority.

You can be a boss by default.
Becoming a leader is a choice.

And it always starts with how you run yourself.
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Monica Federico

Founder Leadership & Performance Coach | Helping founders think more clearly, lead better, and build a business that doesn’t burn you out | Based in 🇬🇧 supporting clients worldwide 🌎

Nobody likes to be disliked.

But in leadership, it’s inevitable.

John Lennon said, “Being honest might not get you a lot of friends, but it always gets you the right ones.”

It’s a life principle.

But if we are in charge, it becomes a requirement.

Because when the need to be liked outweighs the need to be honest, our leadership will suffer.

I’ve seen people-pleasing cost leaders more than they realise:

❌ Agreeing to business decisions they didn’t believe in because they didn’t want to upset a strong-headed team member.

❌ Letting unrealistic demands from senior leadership hit their team because they didn’t want to be seen as difficult.

❌ Avoiding giving new hires the guidance they needed because they didn’t want to come across as a micromanager.

People-pleasing isn’t harmless.

It leads to poor decisions.
It leads to underperformance.
It slowly erodes your authority.

The fix isn’t about being blunt for the sake of it.
It’s about leading with clarity, not appeasement.

Here’s where to start:

✅ Know your non-negotiables.
Decide what you will and won’t compromise on before you step into the room.

✅ Prepare for trigger moments.
Before a meeting or one-to-one, ask yourself: “Where could I slip into people-pleasing here?” Plan your response instead.

✅ Speak early.
Address concerns before they snowball.

✅ Separate disagreement from disrespect.
Challenging an idea isn’t the same as undermining the person.

✅ Anchor in shared goals.
Frame honesty around what’s best for the mission.

Being honest, even when it’s uncomfortable, is how you create teams that perform, trust you, and stay aligned under pressure.

Popularity is easy.
Credibility is what gets results.

What’s one thing that’s helped you speak up more as a leader?
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Leadership & Performance Coach | For founders who want to lead with clarity, calm, and strategic focus | Based in 🇬🇧 supporting clients WW 🌎

Your leadership won’t outperform your habits.
And neither will your team.

After coaching leaders and founders across industries, I see the same pattern repeatedly:

👉🏼 Your daily habits become the culture your team works inside.

When leaders are clear, intentional, and grounded, performance rises.

When they’re reactive or stretched thin, the whole system feels it.

Here are the 9 laws I see consistently in high-performing leaders who navigate pressure, build trust, and make better decisions under stress.

Which one is your favourite?
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Leading from the front

Doesn’t require doing every job.

Many still misunderstand what "leading by example" means.

Mainly because they’re stuck in the early-stage version of it.

When your team is small, rolling up your sleeves works.

It proves you’re willing.
It builds trust.
It keeps things moving.

I learned this firsthand.

When I was leading a team of 5, doing everything did work.

But when that team grew to 35, the exact same instinct started breaking things instead of building them.

And I see this pattern in every team that scales:

❌ If you keep doing every job, you stop doing your job.
❌ If you stay everywhere, your team stays dependent.
❌ If you signal commitment through hours, you teach exhaustion is normal.
❌ If you fix everything, they never learn to think without you.

At scale, “leading by example” changes shape completely.

✅ It becomes calm over chaos.
✅ Clarity over noise.
✅ Boundaries over burnout.
✅ Delegation over micromanagement.
✅ Thinking time over constant busyness.

Because your team doesn’t copy what you say.
They copy what you model.

📌 And what you model becomes the culture.

Switching from the old version to the real version isn’t dramatic.

It’s a series of small, deliberate choices that shift how your team operates, even when you’re not in the room.

If you want a team that leads, stop showing them leadership means doing everything.

Show them what leadership looks like now.
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The smartest founders are often the most overwhelmed.

Not because they lack intelligence.
But because their minds never stop generating solutions.

Every problem gets a new tool.
Every challenge gets a new framework.
Every dip gets a new strategy.

More apps.
More advisors.
More methodologies.

It happens quickly.
You see possibilities everywhere.
And the very thing that makes you effective starts to scatter your focus.

When you can see ten ways to solve something, it’s tempting to try all ten.

Meanwhile, the simple answer sits there.
Ignored.

Under pressure, switching to something new gives the mind a quick sense of relief.
It feels like progress, even when it isn’t.

Complexity doesn’t create clarity.
It buries it.

I’ve seen founders stack system on top of system.
Each one made sense on its own.
Together, they created chaos.

The team couldn’t keep up.
The direction blurred.
Momentum dipped.

Mental clarity isn’t about hunting for better solutions.
It’s about creating space to use the ones you already have.

One strategy, fully executed, beats ten half-started.
One clear metric beats a dashboard of noise.
One focused quarter beats a year of pivots.

The founders who operate at their best don’t collect everything.
They commit to what matters.

In a world built to sell you endless solutions, the real power is knowing when to stop adding.

What’s one thing you could pause this week to see things more clearly?
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20,000 followers 🥳
Some call it a vanity metric.
I call it 20,000 humans who chose to be here.

That's the capacity of O2 Arena in London.
That's Madison Square Garden in New York.

Of course, not everyone's online at the same time.
Not everyone reads every post.

But still - it's a community!
And when I think about it like that, it's genuinely humbling.

Thank you so much 🙏🏼

Many of you are relatively new here.
So let me reintroduce myself.

I'm Monica. I'm 56, with a 37-year career behind me – much of it in management and leadership.

That experience comes in handy now.

I work with founders who are feeling the pressure and realising they need to evolve as leaders if the business is going to keep growing.

Over the last 4 years, I've integrated applied neuroscience into my coaching practice.

Always learning something new about how our brains work under pressure.

It helps my clients perform better without the burnout.

I'm based in London, working with clients worldwide.

I mostly work from home, which means I could be anywhere.

And if I had the choice? Sydney, without question.
Lived there for a couple of years in the nineties and it still calls to me.

Some personal bits:

😻 Obsessed with cats (and all animals, really)
🦝 Have one cat, Plato, but would happily add two more cats, a raccoon, and a dog if my lifestyle allowed :)
💄 Own a ridiculous makeup collection. It's meditative, like painting with colour and shape

A nice counterbalance to the strategic thinking I do all week.

Now your turn.

Tell me one thing I should know about you.
What brought you here? What are you building?

Let's turn this number into real connections.

PS: And if you could live anywhere in the world, where would it be?
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3 ways to stop avoiding the hard conversations.

It’s not conflict that makes some conversations hard.

It’s our resistance to discomfort.

Most of us don’t need another course in communication.
We just need to get better at staying in the awkward bits.

Here are three ways that help:

1️⃣ Notice your escape routes.
 • Delaying, softening, or joking to dodge tension
 • All small ways of saying I don’t want to feel this
 • Pause instead. Let the silence do some work.

2️⃣ Stay with the feeling, not the story in your head.
 • Discomfort doesn’t mean you’re wrong
 • It usually means you care
 • Breathe. Name it. Keep going.

3️⃣ Choose honesty over harmony.
 • Awkward moments pass
 • Avoidance lingers
 • The more truth you speak kindly, the more trust you build

The best leaders aren’t fearless.

They’re the ones who can feel the heat 
and still keep the conversation open.

PS: How do you handle the moments that make you squirm?
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Thank you to Loren Rosario for reminding me of this quote 🤍

Failing twice doesn’t make you a failure.

But losing perspective will.

Most people don't spiral because they fail.
They spiral because they forget to zoom out.

A missed target feels like a disaster.
A tough week feels like proof they're not good enough.

But it's rarely the event.
It's the meaning we attach to it.

When stress kicks in, the brain's threat system takes over.
Focus narrows. Confidence dips.

We stop seeing the full grid of wins and zero in on the two red crosses.

That's not failure.
That's distortion.

Here's how to reset perspective when you're in it:

✅ Ask yourself: "What would I tell a client in this exact situation?"
(You already know the answer. You just can't see it for yourself.)

✅ Write down 3 recent wins before analysing any loss.
(Your brain needs evidence that you're not actually failing at everything.)

✅ Set a 24-hour rule before calling anything a failure.
(Most "disasters" look different after a night's sleep.)

High performers don't avoid mistakes.
They manage their state when mistakes happen.

Because when you can hold perspective under pressure, you can handle anything.

PS: What helps you zoom out when everything feels too close?
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Image inspo: psychologyposts_ on IG.

When your head is overloaded, big productivity systems don’t help.

Your brain doesn’t have the bandwidth for them.

I get to this point almost every year.
And I know I’m not alone.

Many of us hit this stage where half of our brain is planning for next year.

We’re trying to tidy up the loose ends of this one.

And we’re noticing the things we thought we’d finish…
and didn’t.🤷‍♀️

It creates a quiet mental clutter that sits in the background.

Nothing dramatic.
Just a little less clarity.
A little more noise.

And that’s when I reach for these tools.

They’re simple.
But they’re effective.

They might sound basic.
But they’re grounded in performance science.
And each one targets a specific mental state.

They work because they help your brain do what it struggles to do
when it’s overloaded.

Five different tools.
Five different states.
About five minutes each.

If your head feels full right now,
pick one and give it a go.

PS: How's your brain doing right now? Just me? 😉
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5 quick & easy ways to declutter your mind

You can’t master the 4 quiet habits.
Without mastering no.5 first.

Plan. Pause. Reflect. Simplify.

They sound simple.
Until real life gets in the way.

That’s why high performers rely on no.5:
the habit that makes them work.

 👉🏼 Saying no to everything that isn’t these four.

You can’t Plan in back-to-back meetings.
You can’t Pause when everything’s urgent.
You can’t Reflect while solving everyone’s problems.
You can’t Simplify when you keep adding more.

The highest performers get this.
Founders, executives, even ambitious juniors.

They protect these four habits.
By declining everything else:

• The meeting that hijacks planning
• The chat that kills pause time
• The “quick question” that breaks reflection
• The new idea that ruins simplicity

They’re not being difficult.
They’re being disciplined.

These quiet habits only work in actual quiet.
And quiet doesn’t happen by accident.

It happens when you guard it.
When you say “not now” to the urgent.
When you choose depth over being liked.

High performers don’t rely on quick fixes.
They protect the habits that matter.

Because that’s what keeps them high performing.

PS: Which of these 4 habits gets interrupted most in your day?
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Red flags get all the attention.
But green flags are what leaders should reward.

Our brains are trained to spot the gap.
The problem.
The risk.
The person who isn’t pulling their weight.

That’s the brain doing what it’s built to do.
It prioritises threat over everything else.

Useful for survival.
Terrible for leadership.

Because when we’re glued to what’s wrong,
we miss what’s working.

We miss our steady performers in the middle.
We miss the green flags that quietly keep everything moving.

And the irony?
What we reward gets repeated.

So this week, try switching the lens.

✅ Spot the green flags.
✅ Name them.
✅ Reinforce them.
✅ Make the good behaviours visible.

People rise when they feel seen for what they’re doing right.
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Earlier this month my brain felt like it had 39 tabs open and a YouTube ad playing somewhere in the background.

I kept pushing… until last week, when I finally had to take my own advice.🤦🏼‍♀️

As a performance coach, I spend my days helping people optimise their minds.

But even I forget that peak performance is not built on hacks.

It comes from recovery.
It comes from maintenance.
It comes from the boring habits most of us overlook.

Looking after your brain is not just about feeling better.

It is about:

- clearer business focus
- better decision making
- better emotional regulation
- being able to show up fully for your team, your work, and the people you care about

So I went back to my own checklist, the simple habits that keep my mind sharp without burning me out.

And as soon as I made a couple of small tweaks, I could feel the difference almost immediately.

So here is my invitation to use the infographic as a little self-audit 👇🏼

You do not need to tick every box on the checklist by Monday.

You can add a change or two per week.

And since it is Friday, consider this your permission slip to start small this weekend.

Give your brain the conditions it needs to show up fully next week.

PS: Happy Friday!
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72% of founders report feeling burned out. 

And it’s not just “the hustle.”

It’s bandwidth overload.

Burnout for founders rarely shows up as “I can’t do this anymore.”

It shows up as:

– Making slower decisions
– Snapping at tiny things
– Losing creative sharpness
– Feeling busy but oddly unproductive
– Carrying the whole business in your head
– Working all day but making no real progress
– Never having space to think beyond tomorrow

That’s not weakness.

That’s cognitive overload from running an entire company on a low bandwidth.

Most founders don’t burn out because of hard work.
They burn out because they’re:

✔️ the chief problem-solver
✔️ the decision engine
✔️ the emotional shock absorber
✔️ the strategist
✔️ the operator
✔️ the culture-setter
✔️ the safety net for everyone else

And you were never meant to hold all of that alone.

Here are 7 signs your leadership bandwidth is overloaded...and what to do before it costs you clarity, your team, or the business.👇🏼

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Sources:
– Startup Snapshot, State of the Startup Report (2023)
– Startup Snapshot & Intel Ignite, Founder Wellbeing Update (2024)
– MindForward Alliance, Wellbeing in Startups (2022)
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The highest performers I know share one secret.
They've lost more deals than they've won.

Not because they're bad at selling.
Because they refuse to sell their integrity.

Sales targets and high-pressure environments are where our values get tested most.

I've seen it throughout my entire career. 
↳ Talented people at every level making dubious choices under pressure.

From founders fudging numbers to junior team members being pushed to bend the truth by leadership.

The temptations are always the same:

• Exaggerating capabilities to close the deal
• Hiding limitations until after the contract’s signed
• Creating false urgency to push decisions
• Omitting information because they didn't ask
• Overpromising timelines you know can’t be met

Here's what people don’t tell you.
Every bent truth is a loan you’ll pay back with interest.

➔ The client you deceive today becomes the damaged reputation tomorrow.
➔ The shortcut that hits this quarter’s target creates next quarter’s crisis.
➔ The impossible promise you make to close the sale becomes the team burnout that costs you your best people.

True high performance isn’t about winning at any cost, but being able to build something sustainable.

And nothing built on compromised values ever lasts.

The highest form of accomplishment?
Standing by your principles when they’re tested.

Even when – especially when – the pressure is on.

Because integrity beats quarterly targets.

Every single time.

PS: What’s the hardest values test you’ve faced in business?
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Leaders alway teach us something.

Sometimes we teach what not to do.

We’re shaped by the leaders we admire… 
and the ones we hope we never become.

It starts early.
Watching the adults around us.

Noticing what lifts people up.
Noticing what shuts people down.
Quietly thinking "Right. I won’t be like that."

And the same thing happens at work.

We learn from the brilliant leaders.
The ones who stay calm, clear, present.

But we learn just as much from the overwhelmed ones.
The reactive ones.
The ones who stopped paying attention.

Those lessons stick.
They shape how we make decisions.
They shape how we treat people.
They shape the culture we create when it’s our turn to lead.

Here’s what most people forget.
Someone has learned from us in the exact same way.

A team member.
A colleague.
A friend.

They’ve watched us at our best and at our worst.
And they’ll carry those lessons forward…
including the ones we never meant to teach.

That reality can sting.
But it’s also the wake-up call most leaders need.

Because it brings the focus back to the only thing we control.
How we show up today.
How we set the tone.
How we correct ourselves when we realise we’ve gone off-track.

Your behaviour becomes someone else’s blueprint. 
Make it worth repeating.

PS: What's a lesson that stood out for you?
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Have all a fantastic week!
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Successful people master one underrated skill.

Saying no to almost everything.

Most people think success comes from doing more.

Taking more meetings.
Chasing more ideas.
Saying yes to more opportunities.

But the best leaders don’t play that game.
They choose subtraction over addition.

Every “no” protects their energy.
Every “no” sharpens their focus.
Every “no” keeps them on the path that matters.

Steve Jobs rejected over 90% of Apple’s ideas.

Not because they were bad,
but because they distracted from the few that would change everything.

The same is true for founders and leaders I coach.
They rarely suffer from a lack of ideas.
They suffer from too many good ones.

If you want more clarity,
start cutting.

Say no to work that doesn’t align.
Say no to clients who drain you.
Say no to meetings without purpose.
Say no to perfectionism disguised as progress.
Say no to busywork that makes you feel productive but changes nothing.

Success isn’t built by doing more.
It’s built by having the discipline to stop.

PS: What’s on your “stop doing” list next week?

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A little important reminder:
Your mind builds your future before your actions do.

Your brain is constantly building mental shortcuts.
And the sentences you repeat become the shortcuts you rely on.

We usually treat our thoughts like harmless background noise.

But your brain is always listening, and always learning.

And the phrases we default to are often these:

“It’s so busy right now.”
“There’s so much to fix.”
“It’s hectic … I must work late.”

They feel accurate.
They feel small.
But repeat them often enough… and they become a filter.

A filter that scans for chaos → notices chaos → reinforces chaos.

Not because it’s the full truth, but because it’s familiar.

This is how leaders end up stuck in constant firefighting mode.

You slowly train your mind to prioritise problems over possibilities.

Here’s a simple 3-step reset to break that loop:

1️⃣ Catch the sentence

Interrupt the pattern by naming the exact phrase you keep repeating.

2️⃣ Reframe it (without pretending everything is perfect)

Swap “It’s chaos right now” with:
“This is a demanding moment, and I can navigate it.”

Same reality.
Different mental instruction.

3️⃣ Redirect your mind toward opportunity

Ask:
“Where’s the leverage point here?”
Your mind will follow the instruction.

This isn’t about being positive.
It’s about taking control of your mental defaults.

Because intentional thinking is a competitive advantage.
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Most businesses get this backwards.

Many moons ago, when I was in corporate, we were going through a major rebrand.

On the surface, the business was doing well.

But underneath, three things were slipping:

• Client retention
• Employee retention
• And the ripple effect: declining customer experience

The obvious instinct
↳ fix the customer journey first

The real solution
↳ fix the employee experience first

So instead of rewriting scripts or tightening KPIs, 
we shifted our focus inward:

• We invested in the team
• We rebuilt the employer brand
• We opened decision-making from the bottom up
• We made development, recognition and communication part of the strategy

Very quickly, it became clear:

✅ When people feel supported, customers feel it too.
✅ You can’t build a strong customer brand on an undervalued or exhausted team.

The lesson I took with me:

✍🏼 If you want better customer outcomes, start internally.

Ask yourself:

• Are people genuinely heard?
• Do they understand the why behind decisions?
• Are we developing them consistently?
• Would they recommend this as a workplace?
• Are our employees true ambassadors of our business and brand?

Because when your people believe in what you do, they take care of your customers.

And your customers take care of your P&L.
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Some days you’re able to be successful.
Some days you’re not.

Some days it’s your turn.
Some days it’s not.

My week wasn’t bad.
It just wasn’t my turn.

And for a moment my mood dipped… 
nothing dramatic, just that wobble we all get.

It passed.
I know how to bring myself back now.

But when we’re ambitious, it’s easy to forget that slower weeks still move us forward.

That’s why I like the message in this video.👇🏼

In sport there’s no real failure.
What we call failure is often just progress we haven’t recognised yet.

Not every day feels like a win.
Not every week feels like progress.
But none of that means we’re off track.

Some weeks are momentum.
Some weeks are maintenance.
And all of it counts.

If this wasn’t your week either, nothing’s wrong.

Enjoy the video and have a lovely weekend!
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Video source: Giannis Antetokounmpo, Milwaukee Bucks post-game press conference, 2023.
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I help people get clarity.
This week, I was the one getting it.

I had an interview for a feature about my work with Executives Diary Magazine.
And it made me stop in a way I haven’t in a while.

Talking things through forced me to look at my own path with fresh eyes.

When you’re deep in the day-to-day, you rarely pause to ask the bigger questions:

Why do I do this work?
What impact am I trying to have?
What actually matters to me as a coach and a leader?

Some answers surprised me - not because they were new, but because I hadn’t said them out loud in a long time.

A few things came up:

→ The calm I bring to clients isn’t accidental. It’s intentional.
→ Helping founders and leaders think clearly is still the most meaningful part of the job.
→ And self-leadership isn’t a concept for me. It’s the thread that’s shaped every chapter of my career.

The interview reminded me of all of that.

Sometimes it takes someone else’s questions to reconnect with your own direction.

So this post is really a thank you.
Not just for the feature,
but for the clarity the conversation sparked.

It’s easy to keep moving and forget the deeper reasons behind the work.

This week gave me a moment to stop, look up, and remember.
And it felt really good.

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Open article: Integrity over Approval: Monica Federico’s Truth about Leadership That Lasts by magazine.executivesdiary.com

Integrity over Approval: Monica Federico’s Truth about Leadership That Lasts

SisterSmart

The CEO told me "Women can't lead"

It was the time to select a VP for the company.

But after 10.5 years of giving it my all, I was shot down with 3 words.

I felt powerless and remained silent at that moment.

It was as if all those whispers of self-doubts I had in my abilities grew louder that day.

But then my boss stepped in.

He pointed out all the ways I was demonstrating my leadership skills before even getting the position.

3 of my peers also came forward nodding along.

They made the case that women CAN lead.

That we have just as much capability as men.

And guess what?

The CEO gave in and agreed to promote me.

Turns out all those years I was sharpening my leadership skills by:

- Building bridges with power players
- Devoting most of my time to high-visibility projects
- Reading brain science for fun and applying it
- Working on mindfulness and my communication skills

But a part of me still wondered...

What if I hadn’t hesitated to seek coaching?

And gotten help in understanding what 'executive presence' means and how I could leverage it in a male-dominated industry?

I could have shown I was VP material way earlier.

All without a decade of stress and frustration.

So after spending 25 years in corporate...

I founded SisterSmart with ONE mission.

→ To empower executives at the Director and VP level

Where I see so many women burn out or quit.

And after 6 years of research and 1300+ coaching sessions...

The 7-step Passport to Promotion Framework entered the picture.

A GO-TO formula that helps you ace your leadership role and make it to VP and beyond.

It’s all baked into my Sisters In Leadership program.

Want to see the kick-ass success stories of women who used it?

Then just hit those links below!

And if you're a female director who is serious about becoming a confident and successful leader recognized for her impact...

Then DM me the word "Rise" to turn it into a reality. 💛

Women’s Leadership Development Coach

Women outperform men in 17 out of 19 leadership skills.

(According to research in the Harvard Business Review)

Our workplaces are in urgent need of leaders who:

→ Can rally diverse minds to create ideas that one brain alone couldn't
→ Care more about boosting their team than hogging the spotlight
→ Inspire everyone to be their best selves and tap into their potential

All the stuff that women are a natural at.

But our path to senior leadership is never easy.

(Especially if you're a female director)

Because it's all too common to get stuck in the mid-level management maze for years on end.

That’s why I've got three aces up my sleeve for you:

1. SisterSmart Podcast

If you're tired of generic self-help advice online then here we dive into real talk, bringing in leadership and gender experts to help you embrace your unique leadership style and tap into your full potential as a leader. (Link in my featured section)

2. Sisters In Leadership Program

This is where you see the magic of an exclusive community of go-getter female leaders like you and the 7-step Passport to Promotion Framework in real-time action and get ready for the VP spot or beyond. The same framework that my clients used to:

☀️ Cut down crazy 60-hour work weeks to a cool 36
☀️ Get promoted to VP with $300k salary + bonus
☀️ Get promoted to Sr. VP after covering 2 modules
☀️ Free up 24 hours per week by increasing productivity

(Scroll below to find out more about the program)

3. 1-on-1 Coaching

Here you'll get my hand-held support to kick those imposter syndrome vibes to the curb, glide through office politics and problems, dive deep into what’s holding you back, and map out a crystal-clear roadmap to ace your role - all without the stress and burnout.

Ready to step into your power and be recognized as the impactful leader you truly are?

Just select an option and let's get rolling!

1-on-1 Coaching 

Sisters In Leadership

Try fitting a square peg in a round hole.

Looks like a total mismatch, right?

That's because it's trying to be something it's not.

And that's exactly what most leadership models today encourage women to do.

→ Teach you how to lead like the dudes 💁🏻‍♀️

Now, don't get me wrong.

I'm all about empowering more women to reach the VP level and beyond by navigating the corporate playfield.

But not while giving up on your authentic leadership style!

I realized there needs to be a program that:

☼ Uses gender socialization theory to help you understand and navigate the double binds

☼ Also equally helps women of color counter biases and thrive in their careers

☼ Has a group of ambitious female leaders in the same shoes as you for empowerment

☼ Has video modules loaded with strategies for every challenge you will bump into in your leadership role

And that's how Sisters In Leadership was born.

An exclusive program + community for female executives.

Don't take my word for how it can supercharge your leadership!

Hear it directly from the members instead:

"This program is not just another thing to add to your to-do list. It's a way to get rid of your to-do list. It's a way to think about things entirely differently and so it's 100% worth it."

- Meg, Global Market Access and Business Development Leader

"If you’re thinking, "Can I afford it?" You can’t afford not to sign up. You will be taught pivotal things that will position you for major life and career growth. It gives you everything you need to be a wiser, calmer, and more empowered leader, enabling you to reach and exceed that next level in your career, life, and relationships.

- Natalie, Regional District Sales Manager, Healthcare

Want to become the next leadership success story?

Just message me the word "Rise" and I'll share the deets with you. 💛

Sisters In Leadership Program

Propet USA

This is where I reunited with my first love.

→ Marketing

It's 2011, the aftermath of the recession.

And I'm on a cross-country drive with my mom and two dogs (in a Golf). That's when an unexpected call arrives.

It's from a recruiter offering me a role in footwear.

I was in my season of saying 'Yes' so of course I took on the job.


Let's just say it wasn't a walk in the park.

My biggest challenge?

Turn an old-school shoe brand into a vibrant, comfort shoe brand for younger demographics. (No problem, that’s my specialty!)

But company politics were messy and trust was as rare as a comfy pair of stilettos.

And the real deal?

Leading a team stuck in their old ways (including seasoned sales team of 65-82 years old)

It pushed me to up my game and explore more about conversational and emotional intelligence.

Instead of embracing the company’s top-down approach...

I chose to lead with empathy and understanding.

And guess what?

My efforts led to the most successful product launch in the company's history.

It paved my way to the VP position where I became the #3 person in the company, leading the largest team.


After spending 5 years there, I stepped out of the corporate scene.

This departure was not an end.

But a new beginning for me.

Because it led me to discover a new vision in life.

→ To contribute to increasing the 32% global share of women in senior leadership roles

By helping women break through glass ceilings, step into their power with confidence and clarity, and lead without burning out.

By showing women how to market themselves in their companies for special projects and promotions.

By proving that we accomplish more with positivity!

And today I delightfully say, I've found my calling in life.

💛

Vice President Marketing

Revision Military

Managed in-house process development and new business projects by working closely with the CEO and senior management team as well as cross-functional department heads in areas such as product development, growth planning, acquisition target research and employee satisfaction.

Director, Business Development

Timberland

Established international marketing plan, new brand positioning strategy for division, regional marketing programs and resource allocation for $100M+ outdoor footwear and apparel division.

Sr. Global Brand Manager

Clarisonic

Led rebranding project from initial market research to production of new packaging and collateral. Developed new product strategy. Conducted consumer insight research to define customer and core market needs.

Product Marketing, Beauty and Dermatologist Channel

Montrail Footwear

Responsible for all aspects of international brand management and marketing programs resulting in 65% company-wide growth and being voted Hottest Footwear Brand by dealers.

Marketing Director

K2 Sports

Full P & L responsibility; accountable for research, development, production, and marketing of ski accessories product line. Improved sales 160% and profit margins by 4%.

Product Manager

Empowering female Directors to become successful VPs with my 7-step Passport to Promotion Framework | 10/12 women aiming for the VP role landed it in under 365 days, my about section shows you how to become the next.

👋 Hi, I’m Jill Avey, Founder of SisterSmart® . And I'm a Professional Certified Coach (PCC), Ivy League MBA graduate... and Leadership Mentor for ambitious women navigating the path to the C-suite.

I help high-achieving women break through the “Stuck VP” phase... and elegantly step into executive roles with clarity, confidence, and authenticity.

💡 Tell me if this sounds familiar:

You’re an accomplished VP or Director with years of hard-won results. But, despite your dedication... you still feel like you’re not being taken seriously.

You’re leading teams, handling high-visibility projects, and solving complex problems. Yet, vague feedback like “be more strategic” or “you need more executive presence” leaves you wondering what more you need to do.

You’re juggling critical responsibilities at work while balancing personal life... and the pressure feels relentless.

You know you’re capable of more. But, the self-doubt creeps in when stakes are high... and it feels like you’re constantly having to prove yourself.

If that sounds like you, know this: 

You’re not broken. You’re just in a system that wasn’t designed for women leaders.

That’s where I come in.

My Signature 7-Step Passport to Promotion™ Framework: 

I combine neuroscience-based leadership strategies with real-world experience to help you move from stuck to unstoppable. 

The 7 Steps:

1. Self-Leadership: Build resilience and confidence
2. Brain-Based Communication: Develop your executive presence and influence 
3. Intentional Career Planning: Create a strategic plan for your career 
4. Confidence Without Burnout: Learn how to advocate for yourself 
5. Authentic Leadership: Lead in a way that’s true to you
6. Mindset Mastery: Break free from imposter syndrome and self-doubt
7. Support Network: Connect with a community of like-minded women

Real Results:

Over 180 clients have secured VP and C-suite roles in healthcare, tech, and finance—often within just months of completing the program.

They report feeling more confident, visible, and valued—and see real results in compensation, influence, and career satisfaction.

🏆 Why Work With Me? I’ve actually been in your shoes. 

After 25 years as a corporate executive, I know what it’s like to navigate high-stakes leadership while balancing personal ambitions and professional expectations. My approach is research-backed, heart-led, and rooted in real experience.

I believe you deserve a leadership journey that’s both successful and sustainable. And I’m here to help you build it.

📩 Send me a DM: Let’s build your path to the C-suite together.

Jill Avey

15 ways the best leaders stay ahead:

1/ Be Coachable:
Regularly solicit feedback and invest in personal development.

2/ Be Strategic:
Think beyond the day-to-day, so you can lead the future.

3/ Be Present:
Carry yourself with confidence and clarity, so others will follow.

4/ Be Emotionally Intelligent:
If you can’t understand people, you can’t lead them.

5/ Be Results-Oriented:
Deliver outcomes because potential doesn’t matter.

6/ Be Financially Savvy:
Understand the numbers to influence the business.

7/ Be a Talent Developer:
If you’re not growing others, you’re not growing the organization.

8/ Be Adaptable:
You’ll be left behind if you resist change.

9/ Be Collaborative:
You limit your impact if you work in silos.

10/ Be Decisive:
Opportunities pass you by if you hesitate too long.

11/ Be Clear:
Communicate with purpose so your message doesn’t get lost.

12/ Be Ethical:
Never compromise integrity, trust is lost fast.

13/ Be Culturally Aware:
Bring people together through understanding.

14/ Be Innovative:
Be the leader who sees the future.

15/ Be Aligned:
If you’re not in sync with the mission, you won’t move it forward.

After coaching 100s of leaders, I’ve learned that leadership isn't about having the most charisma or being the loudest in the room.

It's about these 15 core skills.

Pick one to focus on this week to get started.

 P.S. What would you add as #16 to this list?

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Helping High-Achieving Women Get Seen, Heard, and Promoted | Proven Strategies to Stop Feeling Invisible at the Leadership Table 💎 Fortune 100 Coach | ICF PCC-Level Women's Leadership Coach

Motivational quote graphic with beige background reading 'Be coachable: If you're not open to feedback, you're not open to growth.' Key phrases 'not open' are highlighted in yellow and 'feedback' and 'growth' in turquoise. Bottom right features a circular photo of Jill Avey with LinkedIn icon and text 'Executive Coach'.

How to earn respect in every room (fast)

8 habits that make people trust your leadership in seconds

Looking polished is about more than a fancy title; it’s about showing up with intention when it matters most.

Many capable professionals chip away at their authority through unnoticed habits.

That’s why this topic is central in our leadership coaching: it shapes every interaction.

(Ready to move up? Take the VP Readiness Quiz: https://lnkd.in/gtMw9CzG)

When my clients use these 8 habits, they build trust from the start:

➊ Know your numbers
» Few things signal “not ready to lead” like making it up on the fly.

➋ Sharpen your language
» Each filler word subtly undercuts your presence.

➌ Command your space
» Your body language makes the first impression.

➍ Start with structure
» A clear flow earns instant confidence.

➎ Polish like it’s for the CEO
» Sloppy details quietly erode credibility.

➏ Guard time like money
» Going over time isn’t thorough — it’s inconsiderate.

➐ Respond with calm, not speed
» Staying composed always beats reacting fast.

➑ Make it personal
» Use names. Hold eye contact. Build connection.

Professionalism isn’t perfection.

It’s consistent, deliberate habits that build trust.

Choose one to practice this week — that’s how respect grows.

If you feel ready to move up, take the VP Readiness Quiz to find out where you stand: https://lnkd.in/gtMw9CzG

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No one teaches this in leadership programs

You show up prepared.
You deliver results.
And somehow you still hear: 
“too aggressive”
“not strategic enough”

The research is clear: women leaders face a no-win scenario. 

When I was sure of myself, I was ‘aggressive’. 
When I focused on our mission, I was ‘cold’. 
When I laughed and smiled, I was ‘not serious enough’. 

This is the double bind.

Here's the truth nobody says out loud:
You can be brilliant and still get dinged for your delivery.
You can drive results and still hear you're not strategic enough.
You can advocate for your team and get called emotional.
And none of it is about your competence.

𝗕𝘂𝘁 𝗵𝗲𝗿𝗲'𝘀 𝘄𝗵𝗮𝘁 𝗜 𝘄𝗮𝗻𝘁 𝘆𝗼𝘂 𝘁𝗼 𝗸𝗻𝗼𝘄:
You don't need to shrink. 
You don't need to soften. 
You don't need to become someone else.

You need tactical moves that let you show up fully without paying the likability tax.

𝗦𝗺𝗮𝗹𝗹 𝘀𝗵𝗶𝗳𝘁𝘀 𝘁𝗵𝗮𝘁 𝗰𝗵𝗮𝗻𝗴𝗲 𝗲𝘃𝗲𝗿𝘆𝘁𝗵𝗶𝗻𝗴:

🔸 Lead with strength and warmth.
Open with your decision, then invite perspective: “What am I missing?”
It’s strategic, not playing small. 

🔸 Use clear, direct language.
“Given A and B, I’m choosing C. 
What risks do you see?”
No apologies. No hedging. Just clarity.

🔸 Stay authentic while reading the room.
Your values stay constant.
Your delivery adapts.
That’s not compromise, it’s leadership.

🔸 Tell stories that show the whole picture.
The win and the team behind it. 
Both matter.

🔸 Build your circle.
A mentor. A sponsor. 
A peer group who gets it.
You don’t have to do this alone. 
And you shouldn’t.

This isn’t about fixing you.
You’re not broken.

It’s about refusing to let an unfair system steal your confidence—or your opportunities.
Try one practice this week.
Notice what changes when you stop second-guessing and start using moves built for the reality you’re in.

You deserve to lead without the Sunday-night dread.
You deserve credit for your work.
You deserve to rest knowing you’ve led on your terms.

P.S. If you’re ready to lead on your own terms, join our Sisters in Leadership community—where women are done playing small and ready to rise.

♻️ Repost if you’ve ever left a meeting replaying every word you said.
➤ Share this with a woman you admire

7 Moves to be Seen as Both Effective and Relatable

Your hard work won't save you this time.
I know that's hard to hear.

You've been told your entire career that if you just work harder, stay later, and take on more, you'll be fine.

But the rules changed while you were busy proving yourself.

AI can now do the analysis you spent years mastering. The reports you stay late to finish. The data work that used to make you indispensable.

So what does that leave you?
The messy, beautiful, irreplaceable human stuff.

The ability to:
➙ Read a room and know what's not being said
➙ Build trust when the stakes are high
➙ Navigate conflict without damaging relationships
➙ Lead with courage when the path isn't clear

These are the skills that will matter in the next 5 years.

And most of us have never been taught how to identify them, let alone strengthen them.

That's why I'm hosting a workshop on December 5th called Future Proof Your Career.

In 2 hours, you'll:
✅ Identify your Zone of Brilliance (the skills that set you apart from AI)
✅ Discover your Secret Sauce (what only you can bring to leadership)
✅ Find your Ikigai (where your strengths meet what the world needs)

This isn't theory.
It's a map.

By the end, you'll know exactly how to position yourself for the jobs that require work only humans can do.

I've watched too many brilliant leaders panic because they're competing on the wrong playing field.

You don't need to work harder.
You need to work more human.

December 5th
8-10 PT / 11-1 ET
(recording)

Register here: https://lnkd.in/gufdkFM3

The leaders who thrive in the next decade won't be the ones who can do everything AI does, just slower.

They'll be the ones who double down on being irreplaceably human.

P.S. What's one skill you have that you know AI could never replicate?

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Jill Avey

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