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Certified Executive Coach Ulrika Gustafson LLM PCC

Hi, I'm Ulrika.

I didn't plan to end up here. I planned to be an attorney, and I am. I’m still licensed in Europe and still own my law firm.
 

I became the youngest female City Manager in Europe, and the first woman in that seat. 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. Chief Legal Officer. Chief Administrative Officer. Chief Operating Officer. CEO of a group with housing and development companies under it. City Manager more than once. Some of those I was hired into. Some I was brought in to steady when something at the top had already broken. Boards fracturing, founders exiting, leadership teams that had stopped trusting each other. I did it across sectors, across cultures, in rooms where nobody had a playbook.
 

And then 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, and lived across three continents. I made the bet many of my 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 senior leaders who own outcomes they don't fully control. Managing Directors, General Counsels, Regional Directors, COOs, Directors, Chiefs of Staff. Different surface, same pattern.


They don't come to me because things are falling apart. They come because there's a decision or a relationship in front of them where getting it wrong is expensive, and everyone they could ask about it has a stake in the answer.
 

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. People stop asking you to follow up and start asking you what you think.

/Ulrika

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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