LEAD THE F*CK OUT OF IT.
Building the leader behind the title.
Amy was a lifeline for me. I went from a "yes manager" taking on everyone's stress, to leading a team that hit a million-pound quarter and won Leader of the Year”
Lucy Lewis
- Business Director
100+
Happy Clients
100+
Recommendations
is this you?
You're probably here because something isn't working the way it should.
Businesses:
You're scaling a business and your leadership team aren't stepping up the way you need them to. If you’re not in the room you worry it won’t happen and you know that's not sustainable.
Leaders:
You’re the leader. Promoted because you were good at your last job and quietly figuring out the new one alone. You’re carrying more than anyone realises and you’re not operating at the level you know you're capable of.
You got promoted because you were brilliant at your last job and you’re left figuring out the new one alone.
The cost of that gap will show up in performance, team retention and how you feel on Sunday night - this is the work that stops that from happening.
How It Works
THE WORK
(Not the work itself)
What this isn’t:
A generic leadership programme or cohort.
What this is:
A bespoke 1 to 1 coaching partnership built around you, your goals and the leader you want to be. We identify the habits holding you back from being at your best and we change them for good.
We meet:
Coaching is about chemistry. We see if we've got that, then talk through your business, team and personal goals. I'll tell you honestly if I can help, and if I can, I'll write a proposal showing you how.
We build the plan:
Following the go ahead, we start with a thorough conversation to set measurable commercial goals (goal line) and goals about the leader you want to be (soul line). We use this as a compass for every session.
We do real work:
A series of 60-90 minute coaching sessions rooted in a combination of your long term objectives and your here and now, day to day challenges. Each session ends with specific actions, and each session holds you accountable to those.
We measure what matters:
At the mid and end point, we review progress against your commercial goals and who you want to become as a leader. This helps us see what's working, adjust what isn't, and make sure the investment is showing up in your results, commercial and personal.
The Result
What you
walk away with.
before
Unreliable, unpredictable leaders not stepping up or taking initiative. They make decisions and communicate on the fly with inconsistent results, and you're the backstop for all of it.
After
Leaders that own it, are capable of making the hard calls and hold their teams accountable to a high standard without everything running through you. A business that can finally grow without you in every room.
"I've been able to grow from an inexperienced leader to one of the most successful award-winning leaders in my business."
before
You feel you've fallen into the role you're in accidentally and you're figuring it out day by day. Your confidence is either sky high or through the floor because the same patterns keep showing up. You're carrying more than you've told anyone.
After
You're the version of you that you wish you could bottle up, not just on a good day.
"I’m frustrated I didn’t do this earlier in my career - you see the results instantly."
About Amy
The substance.
I'm Amy Williams - Leadership Coach & Speaker for scaling businesses and the leaders inside them.
I've spent 12 years coaching in high-performance environments, including time as Head of Performance for a business that scaled to 300 across 3 countries.
My work is grounded in behaviour change using neuroscience and psychology. In plain English, this means I help you rewire the patterns running the show so the change you want and need holds when you walk back into your real life.
My Values: Keep it real. Do the hard thing. Don't take yourself too seriously.
My Philosophy: Lead the f*ck out of it.
12
years coaching leaders and high performers
100+
Client Recommendations
2x
Accredited Executive Coach
70%
of my work comes from returning clients
Core Services
work with me.
Coaching
(for Businesses)
Your leaders got promoted because they were brilliant at their last job but nobody taught them how to lead.
Now they're carrying bigger teams, bigger budgets and higher stakes, figuring it out alone, managing on instinct. The gap shows up in the performance. This closes it.
Programme highlights:
- 1-to-1 coaching built around the leader, their commercial objectives and the business
- Signature offer: 10 sessions over 6-9 months
- Mid-point and end-of-programme reporting
- Email/WhatsApp support around sessions
Coaching
(for the leader)
The promotion was the easy part. Now you're figuring out the rest alone - bigger team, higher stakes, more eyes on you.
60% of new leaders fail within their first 18 months. The ones who don't get the right support early enough.
Programme options:
- The Leadership Reset - 3 sessions over 6 weeks. Get to the root of a specific challenge and start taking action.
- The Leadership Signature - 10 sessions over 6-9 months. Build lasting change in how to lead in 1-3 core areas.
- The Leadership Standard - 20 sessions over 12-18 months. Total leadership transformation with psychometric assessment included.
Testimonials
What my clients have to say.
"5 months ago, I had lost my confidence, stress management, and happiness. After just five sessions with Amy I’m happier, more energised, less stressed, and more confident."
"She helped me find my voice as a leader and believe in my own ability to lead authentically."
“I’d recommend Amy to anyone looking to reach the height of their capabilities and improve their mindset."
“This hasn’t just been good for my development, it’s also empowered and motivated other individuals within my team."
“I’ve developed in ways I didn't think possible, from my communication style to handling difficult conversations."
“What I appreciated most was how practical and actionable their advice was. It wasn’t just theory but making real changes that stuck. I can’t recommend Amy enough .”
“Without fail, each session left a lasting impact on me, often leading to 'AHA' moments.
“I have had the great pleasure of working with Amy over the last 6 years. She is an incredibly gifted coach and she was able to add huge value across our leadership population.”
“She’s helped me work through some real challenges with clear, practical advice that’s made a big difference.”
“Amy‘s coaching is not just good, it’s exceptional and I wholeheartedly endorse her to anyone seeking transformative guidance.”
“I wish I had 24/7 access to everything in her head.”
“Amy has played a pivotal role in my development as a leader. If you are seeking an inspiring coach to help you develop your leadership skills, I wholeheartedly recommend Amy.”
"These sessions are the most enjoyable and truly specific coaching I've ever had."
Video Testimonials
What my clients have to say.
Signature Talk
LEAD THE F*CK OUT OF IT.
A talk for leaders who are done performing confidence and ready to build the real thing.
This talk cuts through the surface-level leadership conversation and gets into what's actually happening - the hidden narratives, the patterns under pressure, the gap between knowing what good looks like and consistently operating there.
It's direct, practical and built for people who have heard enough theory and are ready for something that actually works.
What the talk covers:
- The internal patterns driving your external performance
- How to build authority without faking it
- Leading well when the stakes are highest
download my speaker sheet:
FAQs
your questions answered.
How is this different from other coaching?
Most coaching works on the surface - it covers frameworks and tactics. This goes deeper. Using behaviour change techniques rooted in neuroscience and psychology, we work on the patterns underneath, so the change holds beyond the programme.
How long does the programme take?
Programmes range from 12 weeks to 18 months depending on what you need. For businesses, the standard engagement is 10 sessions over 6-9 months, with more immediate short-term options and ongoing support. For individual leaders, there are 3 programme options - from a focused 3-session reset to a full 20-session transformation.
Do you work with businesses or individuals?
Both. For businesses, I work with leadership teams inside scaling organisations. For individuals, I work with leaders in fast paced businesses who are ready to make serious, permanent change.
What kind of results can I expect?
Confident leaders who take genuine ownership, make better decisions under pressure, and show up consistently - not just on a good day. Every engagement includes measurable objectives so progress is trackable, not just felt.
LEAD THE F*CK OUT OF IT.
Straight talk on leadership & performance.
No recycled frameworks or motivational filler. Practical thinking on what it actually takes to lead well - straight to your inbox.
Stop Leading on Guesswork
The full breakdown of how coaching works, what it costs, and what changes.
Get In touch.
If you're ready to do the work and you want to find out if we’re a fit, I'd love to hear from you.