Case Study: 1. From Overloaded to On Purpose: How Coaching Helped Rachel Define Her Value and Voice

Not Rachels True Likeness

When Rachel left her senior role in the humanitarian aid sector, she wasn’t just looking for a new job—she was seeking a new way of working. After two decades leading impactful programmes in crisis response and community development, she stepped back to reassess what contribution she most wanted to make in the world—and how to do so on her own terms.

She was driven by values. She was rich in experience. But she lacked clarity on how to channel all of that into a new, purpose-aligned phase of work.

That’s where coaching came in.

Before Coaching: Capable, Committed—But Pulled in Every Direction

Living in the Netherlands and having recently completed a career break to focus on family, Rachel set out to build a portfolio career. Her vision was to combine independent advisory work, board engagement, and community-led initiatives—with flexibility and balance.

But while the ambition was clear, the structure wasn’t. Her small enterprise had a name but no distinct offer. Her communications felt vague. And her attempts to explain her work—even to herself—often led to a tangle of overthinking and doubt.

Despite her leadership track record in challenging global contexts, she struggled to define what her value was now, outside of an organisational structure.

After Coaching: Clear, Grounded, and Fully Aligned

The key shift Rachel made in coaching was this:She reframed her identity from “former humanitarian leader” to strategic partner for meaningful change.

Through her sessions with Iain, Rachel explored the moments in her career that had left a lasting mark—not just on others, but on her. She uncovered a pattern of working closely with others to navigate complexity, bring clarity to chaos, and build trust in high-stakes environments.

She realised her strength wasn’t in selling herself as a consultant, but in showing up as a critical friend—someone who can walk alongside individuals and teams to co-create solutions in a grounded, human, and values-led way.

This clarity rippled outward. Her messaging became sharper. She stopped chasing misaligned opportunities. Her energy lifted. And her vision for the next chapter became not only clearer, but more compelling.

Why This Change Was So Transformational

Rachel’s transformation wasn’t just professional—it was deeply personal. By shifting how she spoke about her work, she also reconnected with why she wanted to work in the first place: to serve people, not perform for them.

This allowed her to communicate more honestly, attract better-aligned collaborators, and protect the energy needed to sustain meaningful work. It also helped her focus on opportunities that made the most of her lived experience—without trying to fit into old roles that no longer matched her evolving identity.

What Iain Did as a Coach

Iain’s coaching approach was grounded, generous, and quietly catalytic. He didn’t offer cookie-cutter advice. Instead, he invited Rachel to slow down and reflect—deeply—on what had shaped her, and what she wanted to shape next.

He helped her:

• Surface powerful insights from her fieldwork and leadership experience.

• Recognise emotional blocks behind procrastination and perfectionism.

• Frame her offering in a way that felt human and hopeful—not corporate or cold.

• See that the story she was struggling to write was already there—waiting to be uncovered.

His presence allowed her to hear her own voice more clearly—and trust it.

Lessons for Other Leaders

Rachel’s journey is a testament to the fact that leadership doesn’t end when a job title does. If you’re stepping into a new chapter—especially after years in mission-driven work—coaching can help you rediscover your purpose and present it with clarity.

You don’t need a grand strategy straight away. What you do need is time to reflect, space to breathe, and someone like Iain to walk beside you.

Rachel found her voice, her value, and her vision. With the right support, you can too.