
Hi, I'm Ulrika.
I didn't plan to end up here. I planned to be an attorney — and I was. But leadership kept pulling me somewhere harder.
I became one of Europe's youngest female City Managers. I led public systems under political scrutiny where every decision was visible and the margin for error was thin. I navigated loyalty and power at the same time. I spoke when there was no script.
Then I kept going. Corporate turnaround work. Interim CEO. Interim COO. Stepping into organizations where something had already broken at the top — boards fracturing, founders exiting, leadership teams that had stopped trusting each other. I rebuilt leadership architecture. I stabilized systems in crisis. I did it across sectors, across cultures, in rooms where no one had a playbook.
And then I did the thing I help my founder clients do now. I left.
I left a life I loved in Sweden for one I was still trying to build in the United States. I sat on the patio months in, with my two dogs, second-guessing every step. I built three companies across three continents. I made the bet my founder clients are making — and I made it more than once.
That's not a credential. That's why this work exists.
I know what it feels like when the ground shifts under you. When the role changes and the old instincts don't land the same way. When you have to find your footing in a new room — and figure out who you are inside it — without anyone telling you how. When you've left something that worked for something you're still building, and you wonder if you made the right call.
Today I work with high-achieving women — leaders and founders — at the inflection points where competence stops being enough. Managing Directors, General Counsels, COOs, Chiefs of Staff. Founders running companies they built. Different surface. Same pattern. They don't come to me because things are falling apart. They come because their influence hasn't caught up to the role they're now in — and they want that gap closed.
The work is private, direct, and grounded in real situations as they happen. We look at how you show up, what you're signaling without realizing it, and how decisions are forming around you. As that shifts — conversations move. Authority settles.
/Ulrika
HOW I THINK ABOUT THE WORK
HOW I SEE IT
Most coaches look at what a leader is doing wrong. I look at what the system around her is doing — and where the mismatch is. The leader is rarely the problem. The read is.
HOW I WORK
This isn't development work. It's live. We work with what's actually happening — the conversation you're walking into next week, the dynamic that's stalling decisions right now, the moment where timing matters more than preparation. Nothing is theoretical. Everything is real.
HOW IT FEELS
When the stakes are high, women in this seat don't need reassurance. They need someone who can think with them — clearly and without agenda. That's what I am in this work. A confidential partner. Steady. Direct. Built for women who already carry real responsibility.
TWO PATHS TO WORK WITH ME

RECALIBRATED — GROUP PROGRAM
For high-achieving women — leaders and founders — ready to stop being the fixer and start being the leader. Twelve weeks. Small group, kept intentionally small. The work is direct. The room is high-trust.
The current cohort is full. The next cohort opens Fall 2026, by application.
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Founder & Managing Attorney, boutique law firm (U.S.)
I didn’t think I needed this, to be honest. I’ve worked with exec teams for years. I know what I’m doing. But after starting my own firm, something just… wasn’t clicking. I’d go into meetings and catch myself overexplaining or basically giving everything away, and then leave thinking, why did I do that. It was frustrating because I knew I was better than how it was coming across. Ulrika just called it out right away. No overthinking it. She could see exactly what I was doing in those moments and why it wasn’t landing.
What actually helped was working through real conversations I had coming up. Not theory. Just, here’s what you’re walking into, here’s where you usually go wrong. It’s a big change. I just show up differently now. I don’t feel like I have to prove everything in the moment, and people react differently to that. That has made a huge difference.

Ulrika Gustafson Advisory
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