Who this is for
I work with founders and owners of small and growing businesses, in Dubai and online, who have reached a point where working harder no longer moves the business forward. Usually the business still depends on them for too many decisions, the team is not yet a team, and growth has started to feel heavier instead of lighter.
- Founders whose business still cannot run for a week without them.
- Owners building a team for the first time, who want people to take ownership rather than wait for instructions.
- Business owners facing a strategic decision: expand, pivot, hire a manager, raise prices, or step back.
What business coaching is, and what it is not
A consultant gives you an answer from their own expertise. A business coach helps you find out why you have not acted on the answers you already have, and builds your capacity to lead the next decision yourself. The International Coaching Federation (ICF) defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential.
A consultant says: “Build an org chart and delegate these five tasks.”
A coach asks: “When you imagine handing this to someone else, what exactly stops you?”
What we usually work on
- Founder dependency: moving decisions and knowledge out of your head and into people and processes.
- Team building: roles, ownership and trust, so the team carries more of the weight.
- Systems building: simple, documented ways of working that let the business grow without chaos.
- Growth and marketing decisions: I also bring a background in marketing, sales and brand psychology, so we can look at positioning and customer behaviour, not only at internal structure.
Not sure whether you need a coach or a consultant?
In a free first session we find out together. If coaching is not the right tool, I will tell you.
Book a free first sessionHow it works
The first session is free and there is nothing to sign. You bring the real situation, and we decide together whether coaching is the right tool. Sessions are available in English or Persian, online with clients in any time zone, and in person in Dubai by arrangement. I do not sell packages you must commit to before we have met.
Credentials and boundaries
I trained through an ICF-accredited coach training program at both ACC and PCC competency levels. My ICF certification is in progress, and I state that plainly rather than rounding it up. Coaching is not therapy: if something sits outside a coach's scope, I say so in the first session and point you to the right professional.
Read before you hire any business coach
- Why most “business coaches” aren’t actually coaches
- How to vet a business coach (the ICF standard)
- The founder dependency trap
- Brand psychology case studies
Frequently asked questions
In Dubai, United Arab Emirates. Most sessions are online, and in-person sessions in Dubai are possible by arrangement.
Yes. Sessions are available in both English and Persian.
A consultant provides answers from their own expertise. A business coach helps the owner see what is really blocking action and builds their ability to make and carry out decisions.
I trained through an ICF-accredited program at ACC and PCC competency levels; my ICF certification is in progress.
It is free and has no obligation. We look at your real situation and decide together whether coaching fits.
Start with a free session
Bring the thing you've been going around in circles on. One hour, no cost, nothing to sign.
Book a free first session