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Executive/Founder Coaching with Deborah Choi - Empower Your Leadership Journey

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I’d love to be your new business coach.I've been building businesses (6x) over the past 20 years, and it’s a privilege for me to help fellow founders grow and succeed. A coaching session with me is non-judgemental, hands-on, and energizing.

Hi! 👋🏾 I'm Deborah Choi.

I’m a Managing Director at Founderland, Europe’s fastest growing community for the most under-represented founders. I’ve been in team, product and program leadership positions at startups and publicly traded companies since 2003. I’ve founded six companies (sold one), raised venture capital, and have been a sought after advisor and consultant to 100’s of fast-growth startups across Europe, South America and Asia.

Like any coach, I have my sweet spots. 🍭

There are a few core topics I’ve helped people explore with success, especially with questions like: “I want to understand why I keep getting in my way” or, “I’ve got an idea that feels really big, and I’m trying to figure out where to start”.

“Deborah genuinely cares about her client´s success and will support you to succeed. Having sessions with her felt like working in a team aiming to reach the same goal: launching my very first business as a solo founder.”

"I experienced time and time again when speaking with Deborah her gift to see things beyond the shallow level and to probe me on the hidden intentions that lay behind certain actions and thought patterns… Our sessions helped me to take the right action and see through some of my patterns that don't serve me."

"Deborah had an innate ability to reflect aspects of myself and my experiences that I couldn't see on my own… Her broad and diverse experience created a garden of wisdom that I’ll carry with me throughout my entrepreneurial journey."

"Deborah's coaching was exactly what I needed - a perfect blend of challenge and support that helped me refine my business plan and build my self-assurance. Her approach was both insightful and empathetic, providing not only practical advice on strategy and goals but also addressing the personal aspects of entrepreneurship… I'm convinced that my business would not have reached its current level of success without her guidance and continued support."

Client Testimonials

This is something I hear often, especially from high performers. Together we’ll unpack where that voice comes from, and I’ll share practical tools I’ve used with founders and executives to quiet it. The aim is not to erase self-doubt completely, but to stop it from running the show so you can step into opportunities with clarity and confidence.

scrabble, scrabble pieces, lettering, letters, wood, scrabble tiles, words, quote, wisdom, nothing endures but change, change, adapt


“I feel like an imposter, even when I achieve my goals.”

When everything feels possible, focus becomes the hardest part. I help clients identify which opportunities align with their values and long-term vision. We’ll map out the trade-offs, design milestones that keep you accountable, and build a strategy that makes growth feel intentional, not overwhelming.

“I want to grow, but I’m not sure which path to take.”

I’ve raised venture capital myself and coached founders through pre-seed to growth rounds. We’ll break down the fundraising process into practical steps: building your story, targeting the right investors, and designing a process that protects your time and energy. You’ll leave with a plan that feels both strategic and doable.

A clean, professional certificate invites recipients to experience the True North Multipurpose Space, an inspiring setting within Deliberate Directions' Boise penthouse. Framed by minimalist design and a sleek black ceramic bowl, the certificate suggests clarity, intention, and a commitment to growth. Ideal for executive sessions, leadership retreats, or mastermind groups, this space supports high-level strategy and meaningful connection.

“I need to raise money, but I don’t know how to start.”

Your brand is already present in how people experience you. I help you take ownership of that narrative so it feels authentic and aligned, not like a performance. We’ll work on your voice, your presence online and offline, and the signals you send so you’re seen the way you want to be.

“I want to build a personal brand that doesn’t feel fake.”

Sometimes the obstacle is strategy, sometimes it’s mindset. I work with clients to diagnose where they’re stuck and create tools that get them moving forward again. That could mean restructuring goals, reframing limiting beliefs, or introducing new systems that allow you to scale without burning out.

“I keep hitting the same walls in my business.”

Sales and marketing are often the most daunting parts of running a business. I support clients in finding approaches that feel natural to them, while still driving growth. That could mean refining your story, identifying the right channels, or creating offers that convert without you feeling like you’re pushing.

This rich detail shot highlights figs, blackberries, grapes, prosciutto, and chocolate-covered almonds layered artfully on a rustic wood board. Each item is thoughtfully placed, creating a luxurious yet approachable spread designed to energize and delight guests at Deliberate Directions events. It's a visual and culinary celebration of care, quality, and connection.

“I don’t know how to market and sell without it feeling forced.”

Do you have any of these questions?

Schedule your personalized session with Deborah to start transforming your leadership journey today.

Connect directly with expert coaching tailored to your unique professional path.

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Operator and ContactDC Coach GbR Schönhauser Allee 140 10437 Berlin Germany Contact: deborahkchoi AT gmail DOT comGDPRDC Coach GbR (hereinafter "Deborah Choi") is aware of the importance to ensure the confidentiality and lawful processing of your data when you visit our website. We use the terms set out in the General Data Protection Regulation ("GDPR"):Personal data: means any information relating to an identified or identifiable natural person ("data subject"); an identifiable natural person is one who can be identified, directly or indirectly, in particular by reference to an identifier such as a name, an identification number, location data, an online identifier or to one or more factors specific to the physical, physiological, genetic, mental, economic, cultural or social identity of that natural person.Processing: means any operation or set of operations which is performed on personal data or on sets of personal data, whether or not by automated means, such as collection, recording, organization, structuring, storage, adaptation or alteration, retrieval, consultation, use, disclosure by transmission, dissemination or otherwise making available, alignment or combination, restriction, erasure or destruction.Data subject: the person whose personal data is being processed.Controller: means the natural or legal person, public authority, agency or other body which, alone or jointly with others, determines the purposes and means of the processing of personal data; where the purposes and means of such processing are determined by Union or Member State law, the controller or the specific criteria for its nomination may be provided for by Union or Member State law.Consent (of the data subject): means any freely given, specific, informed and unambiguous indication of the data subject's wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing of personal data relating to him or her.

Last updated: 01.08.2025By booking a session, purchasing a coaching package, or downloading a digital product on this site, you agree to the following terms:<ul><li>Coaching Services All coaching sessions are delivered virtually unless otherwise agreed in writing. You are responsible for attending your scheduled sessions on time. Sessions canceled with less than 24 hours’ notice may be forfeited.</li><li>Coaching Packages Coaching packages of 5 sessions must be used within 6 months of the purchase date. Any unused sessions after this period will expire and cannot be carried over, refunded, or transferred. Rescheduling is possible within the 6-month period, subject to availability. Packages are non-refundable once purchased.</li><li>Digital Products All digital products, including PDFs and guides, are non-refundable. Once purchased, you will receive immediate access via download link. Please ensure you review the product description before purchase.</li><li>No Guarantees Coaching is a collaborative process. While every effort is made to support your growth, results depend on your own commitment, follow-through, and circumstances. No outcomes are guaranteed.</li><li>Intellectual Property All content provided on this site or through coaching remains the intellectual property of Deborah Choi. You may not reproduce, share, or republish it without written consent.</li><li>Contact For questions related to bookings or purchases, please email: deborahkchoi [AT] gmail [DOT] com.</li></ul>

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“There are few people I have worked with that are as dedicated and passionate about their work as Deborah is.”

My name is Deborah and I am currently a Managing Director at Founderland, Europe’s fastest growing community for the most underrepresented founders. I’ve been in team, product and program leadership positions at startups and publicly traded companies since 2003. I’ve founded six companies (one acquired), raised venture capital, and have been a sought after advisor and consultant to 100’s of fast-growth, venture-backed startups in Europe, South America, Tel Aviv and Asia. I’ve worked in Chicago, New York, Zurich and now Berlin.Born in Nigeria, I grew up in the US as a daughter of hard-working immigrants. I studied Political Theory and American Politics at the University of Chicago. I consider myself a ‘lifelong learner’ and have always had my nose in a book, since the age of three (hyperlexia).I've benefited from leadership coaching in my career and realize how valuable it can be to figure things out, think things through, and explore your inner truth. I've also made scores of mistakes and learned life lessons the hard way over the last 20 years of working and nearly four decades of life experience.It's a privilege for me to help founders and founders-to-be, grow and succeed with a lot of the things I've seen firsthand, as well as many things I've never experienced but can help you unpack as your coach. I’ve been told numerous times that I’m a great listener and my super power lies in my ability to help you hone in on your own guiding voice. A coaching session with me is non-judgemental, constructive, empathetic and energizing.

Nice to meet you! 😊

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Start your transformative leadership journey with personalized coaching tailored to your unique challenges and goals.

Select either a one-time, 90-minute virtual coaching session, or a five session package for us to meet every two weeks. When booking either into my calendar, if you are not seeing dates that suit you, please email my team at hello@deborahchoi.co to secure your preferred dates.

Learn how to foster a culture of resilience and adaptability within your organization to thrive in dynamic environments.

Building Resilient Teams

Collaborate on creating actionable growth strategies tailored to your business goals and market opportunities.

Strategic Growth Planning

Develop authentic leadership skills and communication strategies to inspire your team and stakeholders effectively.

Mastering Leadership Presence

Get personalized guidance to smoothly transition into new roles or industries with confidence and clarity.

Download Mega Bundle 5,000+ awesome stock photos with commercial license With 16 categories | Perfect for websites, ads and marketing campaigns in South Asian countries. Get access at 50% discount on www.fotos.pk

Navigating Career Transitions

We'll talk about you and your background for 10-15 mins, then spend the rest of the time on the top issue you're facing, how you're thinking about it, explore different choices you can make, pros and cons, and key assumptions.

Single Session (90 minutes) with Deborah Choi

The package is recommended if you’re seeking support with really multi-layered personal strategy and planning. This is a package of five sessions, each lasting 60 minutes. In the booking process you will select the date and time for the first session, and the next four will be discussed and planned during or directly after the first session together.

5 Session Package (60 minutes each)

Three people meeting to discuss app development.

Mapbox Uncharted ERG (mapbox.com/diversity-inclusion) created these images to encourage and enable everyone in tech to represent LGBTQIA+ people at work, including collaboration and teamwork, leadership, design, engineering, and mobile development. These photos are free for anyone to use, as long as the use contains attribution to Mapbox. For more information see bit.ly/QueerTechPhotosAnnounce. For the full collection visit https://bit.ly/3chojW5



Speaking is one of the most effective ways to build credibility, grow your audience, and attract aligned opportunities. Yet many professionals get stuck in unpaid panels, vague visibility, and unclear value. From Free to Fee is a practical guide to change that. It shows a clear, tested path to get paid to speak, whether starting out or raising your rates, drawing on two decades of building ventures, speaking internationally, and coaching experts to turn visibility into revenue.

From Free to Fee

This 47-page digital guide covers:<ul><li>Your niche: How to define what you speak on, and who it’s for</li><li>Your message: Why most bios miss the mark and how to fix yours</li><li>Your rates: What to charge, when to raise it, and how to say it</li><li>Your brand: Building a recognisable speaker identity (without rebranding your life)</li><li>Your reach: How to get listed, pitch, and book paid opportunities—without waiting to be discovered</li><li>Your leverage: When to say yes, when to decline, and how to protect your time</li></ul>

What You’ll Learn

You're likely in the right place if:<ul><li>You’re being asked to speak, but not being paid</li><li>You’ve got deep expertise, but no formal speaking strategy</li><li>You’re navigating your next career move—and want speaking to be part of it</li><li>You’ve been undercharging, overdelivering, or both</li></ul>

Stack of business books, ready to send to a client.

Who It’s For

I’ve built six ventures, raised VC funding, spoken on global stages, and coached hundreds of leaders across sectors. Speaking has been a core part of how I’ve built visibility and business—without chasing it full-time.This guide distills what works, and helps you move forward.

Business books neatly stacked on top of each other.

Why This Guide

Personalized coaching to enhance your communication skills for impactful leadership and stakeholder engagement.

Executive Communication Mastery

An intensive workshop designed to build mental toughness and adaptive leadership skills for navigating high-pressure environments.

Leadership Resilience Bootcamp

Interactive workshops focused on leading effectively in digital and remote work environments using modern tools and techniques.

"Dignity" Bench near Trophy Point at West Point

Digital Leadership Workshops

Collaborative sessions focusing on creating actionable growth strategies tailored to your business goals and market dynamics.

Guidance on balancing professional demands with personal well-being to achieve sustainable performance and fulfillment.

Work-Life Integration Strategies

From Free to Fee is a practical guide for professionals who are ready to shift from unpaid panels and vague exposure to intentional, paid speaking opportunities.In this 47-page PDF, you’ll learn how to:<ul><li>Define your niche and signature message</li><li>Build a speaker brand that works</li><li>Set your rates with confidence</li><li>Get listed with agencies and pitch for paid keynotes</li><li>Say no to unpaid offers with clarity and grace</li></ul>This guide is for people who already bring expertise to the table—and are ready to speak with purpose, and get paid for it.You’ll receive a digital download link immediately after purchase.

From Free to Fee: Your Guide to Profitable Speaking

Data processing responsibilityDC Coach GbR is responsible within the meaning of Article 4 Z 7 GDPR.Representation &amp; DPO: Deborah ChoiPurposes to process your personal dataUse of the website and contacta. Processing purposes: We operate the website to provide information. To contact us, we provide a mail to link on the website that you can use to send us messages. In principle, the website can also be used without the processing of your personal data, whereby no contact can be made without your provision of personal data.b. Categories of data: For the processing purposes mentioned above, we process your e-mail address, IP address, date and time of the request as well as additional personal data that you voluntarily provide to us for the purposes of contacting us, such as first and last name, social media handle or telephone number. The address (URL) of the accessed website, browser and browser version, the operating system used, the address (URL) of the previously visited pages (referrer URL), the host name and the IP address of the device from which access is made and the date are also recorded and time stored in web server log files.c. Legal basis: We process personal data on the basis of legitimate legal interests (Article 6 Paragraph 1 lit f GDPR) for the proper operation of the website and for the provision of information.d. Duration of storage: We store personal data for the processing purposes mentioned above for the duration when visit the website or, in the case of a request via the mailto link, for the duration of the processing of the request.Processing of personal data for sending informationa. Purposes of processing: Upon request, we will send information by email. For this we need personal data, without this data we cannot send the requested information.b. Categories of data: We process first and last name, gender, email address and user ID for the aforementioned processing purposes.c. Legal basis: We process personal data for the processing purposes mentioned above on the basis of consent (Article 6 (1) (a) GDPR).d. Duration of storage: We process personal data for the above-mentioned processing purposes up to the point at which the respective consent is revoked. A revocation means that we no longer process data from this point in time.To revoke the consent, please contact us via Imprint.Legal Prosecutiona. Processing purposes: If there is a legal dispute, we store the data necessary for appropriate legal prosecution in order to transmit this to legal representatives and courts.b. Categories of data: For the aforementioned processing purposes, we process contact details (e.g. first and last name, address), information and data in connection with the legal dispute in question (e.g. usage history or behavior in relation to the use of the website).c. Legal basis: We process personal data on the basis of legitimate legal interests (Article 6 Paragraph 1 lit f in conjunction with Article 9 Paragraph 2 lit f GDPR) for appropriate legal prosecution.d. Duration of storage: We store personal data for the above-mentioned processing purposes for as long as this is necessary to assert claims against the users or to defend ourselves against claims they have made against us or until the statutory limitation periods have expired, whereby the statutory limitation period for claims from the breach of contracts is three years.To which recipients will personal data be transmitted?a. In the course of our data processing, we transmit personal data to the following recipients to the extent necessary: called service providers, legal representatives, courts and administrative authorities as well as companies that are commissioned to support our company's internal IT infrastructure (software, hardware).b. We use processors who perform services on our behalf. 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The competent supervisory authority is the German Federal Data Protection Authority - Berliner Beauftragte für Datenschutz und Informationsfreiheit (BlnBDI) (<a target="_blank" rel="noopener noreferrer nofollow" href="https://www.datenschutz-berlin.de">https://www.datenschutz-berlin.de</a>)Cookie InformationWhat are cookies and what types are there?a. Cookies are small data sets that are generated by a web server, sent through the Internet and stored on an end device with the help of the browser program. The website uses "cookies" essentially to recognize users or their devices, to save the user's preferences or information for the duration of the surfing or in the event of return. Cookies are also used to display behavior-based advertising and to control ad content.b. 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Your payment was successful. Click below to download your copy of From Free to Fee: A Practical Guide to Profitable Speaking. Keep this file handy, and start applying the strategies right away. If you have any issues accessing your guide, feel free to reach out to me at deborahkchoi [AT] gmail [dot] com.

Thank You! Here's your PDF.

on the day before my wedding with my friends at “Mittag”

Three months. Three sessions. Real founders. Real challenges.Founder's Circle is a small-group coaching experience for founders who want to develop their leadership alongside peers who actually understand what it's like. Over three months, we meet monthly to work through the challenges that keep you stuck—with my guidance and the collective wisdom of founders facing similar questions.