The journey so far

The journey so far

Hello, I’m Fiona Cloke.

After 20+ years of corporate life in strategy, marketing & advertising roles taking in World Level Elite Athletics, Samsung, Google, Budweiser, LEGO and a host of others, I sailed across the Atlantic. An offshore yacht racer for many years, this was my big dream.

A lot of days at sea give you the luxury of a lot of undisturbed email-free time to think.

I asked myself some crunchy questions and the answer came back… 

Time to evolve, to give back. Do something different.  Half a lifetime of spending my days obsessing about what makes people tick, what makes them do or not do certain things in order to get them to buy more products has been fascinating and fed my eternal curiosity & thirst for knowledge. Neuroscience, behavioural economics, psychology, I study them all constantly and have done for decades. Spin the picture 90 degrees and all the same skills & knowledge are the perfect basis for helping people rather than brands achieve their goals. I went back to school.

I’m a Henley Business School trained Exec Coach, because integrity is one of my core values and I believe that there’s too many so called “wellbeing gurus” out there, and I’ve long held a belief that guru is for those who can’t spell charlatan.  Corporate experience is a brilliant springboard  – I’ve worked with leaders and teams for years, leading and managing change, but there’s still always more to learn, new perspectives to gain & the ICF Coaching Ethics standards to uphold.

I’ve got a few life miles on the clock, a broad and very international outlook, I’ve lived in lots of places around the world, and coach training or not, I’m far from perfect. I’m a slowly reforming perfectionist & over achiever with high standards for myself, that I still wrestle with.  I am not afraid to admit I got close to burn out mid career from working too hard for too long towards goals that I hadn’t properly questioned in ages & were outdated.

I’ve got a few life miles on the clock, a broad and very international outlook, I’ve lived in lots of places around the world, and coach training or not, I’m far from perfect. I’m a slowly reforming perfectionist & over achiever with high standards for myself, that I still wrestle with.  I am not afraid to admit I got close to burn out mid career from working too hard for too long towards goals that I hadn’t properly questioned in ages & were outdated.

I’ve got a few life miles on the clock, a broad and very international outlook, I’ve lived in lots of places around the world, and coach training or not, I’m far from perfect. I’m a slowly reforming perfectionist & over achiever with high standards for myself, that I still wrestle with.  I am not afraid to admit I got close to burn out mid career from working too hard for too long towards goals that I hadn’t properly questioned in ages & were outdated.

I get it. I’ve been stuck in fog, I’ve had goals I needed support working towards. I’m generally very disciplined and motivated but if life has taught me two things it’s that I wish I’d had a coach when I was 30, and that you don’t have to struggle through tough challenges and crossroads on your own – there’s help available to keep you moving forward and on track.