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Certified Executive Coach Ulrika Gustafson LLM PCC.jpg

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 leaders and founders who are the most capable person in the room and still get read as the expert, the fixer, or the very good second-in-command. 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 the room hasn't caught up to the job they're actually doing, and they want that fixed.
 

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 meaning to, 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 them 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, people in this seat don't need reassurance. They need someone who can think with them, clearly and without an agenda. That's what I am in this work. A confidential partner. Steady. Direct. Built for people who already have real responsibility.

TWO PATHS TO WORK WITH ME

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1:1 EXECUTIVE COACHING

Private work for leaders and founders navigating high-stakes decisions, public scrutiny, or moments where reputation, power and timing all matter at once. Direct. Strategic. By referral or direct inquiry.

I take a limited number of clients each quarter, because things at your level don't wait for the next scheduled call. The board paper lands Friday for Monday. Someone resigns and changes the whole conversation. That's why I take very few clients, and why you have me between sessions.

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RECALIBRATED — GROUP PROGRAM

For accomplished women who are done being the most capable person in the room and ready to be the one running it.
Twelve weeks. Small group, kept deliberately small. The work is direct. The room is high trust.
 

Most of these women have never said any of this out loud to anyone. Not to their team, not to their partner, and definitely not to the person they report to. Part of what they're paying for is a room where they finally can, with eight or nine others who recognize it immediately.

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.

START WITH A PRIVATE CONVERSATION

If you're navigating real pressure and you know something needs to change, reach out. Twenty minutes. An honest read. We'll look at what's actually going on and decide together whether the work fits where you are now.

Ulrika-Gustafson
Ulrika Gustafson Advisory

Main Location

info@ulrikagustafson.com
+1 214 809 6522
Warren Pkwy, Frisco 750 34 TX, USA

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All Rights Reserved.

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