About Me
I became a coach because I kept doing it anyway.
Inside organizations, outside of them, in 1:1s and Slack threads that turned into something real. Eventually I've decided to make it official.
I spent over a decade leading engineering and product teams. I was good at it. I got promoted, I delivered, I showed up.
Recently, something shifted. I started noticing that the effort I was putting in wasn't matching the care I was getting back. Mass layoffs were happening everywhere and I was watching people — good, capable, talented people — get cut without a second thought. It was clarifying in an uncomfortable way.
So I ran an experiment. What if I worked at half the scope and hours I normally would? Not coasting — just focused. High-value work only. Delegating the rest. No more picking up whatever got thrown at me.
And you know what — I delivered just as much. And I got my life back.
That experiment changed how I think about work, about productivity, about what “doing a good job” actually means. It's the foundation of almost everything I do with clients now.
What I believe
- Self-acceptance is not the same as resignation.
- Radical acceptance is a starting point for action, not an excuse to stay stuck.
- You can't control the circumstances. You can control how you respond to them.
- The system is broken. Naming that together is the first step toward doing something about it.
- Competence is not hard. It's just rarer than it should be.
How I work
I'm a coach and a mentor — and in practice, the line between the two is blurry in the best way.
I ask a lot of questions. I listen for what's underneath what you're saying. I'll tell you what I notice, even when it's uncomfortable. And I'll always bring us back to: what's actually in your control here, and what do you want to do about it?
I'm currently completing my coaching certification through CTI, aligned with ICF principles. I've been a Techstars Mentor since 2023. I co-founded Elevate(Her), a community for women in tech. And I've spent years mentoring engineering leaders, senior ICs, and startup founders.
The human stuff
I'm an introvert who somehow ended up in a lot of leadership roles. I'm also a mom, a gamer, and a TV buff.
I'm learning to eat new foods — slowly, on my own terms. I learned to swim as an adult. I'm dancing more than I have in years.
I grew up in Israel, moved to the US in 2010, and now I'm in the process of moving again — this time to Italy. Each move taught me something about starting over, about which parts of yourself travel with you and which ones you have to rebuild from scratch.
I think a lot about what it means to be fully human in systems that keep asking you to be less.
That's what I'm here to help with.