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How Maxine McCoy, Associate Director at Breast Cancer Now leveraged our 1:1 Executive Coaching.
Breast Cancer Now is the UK’s leading research and support charity solely dedicated to breast cancer. Their vision is that by 2050, everyone diagnosed with breast cancer will live—and be supported to live well. They deliver this by combining world-class research, expert support services and campaigning for change.
I’d been in senior leadership within the organisation for quite a long time, and I’d reached a point where I wanted to pause and ask myself — what next? Was I still growing in the right direction? Did I want to explore a different path entirely? I also wanted to think more deeply about how I was leading my team through another period of organisational change, and make sure I was still motivating people in the right way after working with many of them for so long.
It was really the combination of personal reflection and organisational timing. We were developing a new strategy for the charity, and I wanted space — separate from line management — to explore my own career direction, leadership style and impact. I didn’t want a surface-level conversation, I wanted something completely confidential and honest, without the filter you naturally apply internally.
It was completely tailored from the outset. My coach encouraged me to define the right questions first — not jump to answers — and then took me through a number of reflective tools and exercises around strengths, values and external feedback. It wasn’t theoretical. It gave me practical thinking time that was entirely focused on me as a leader, not just me in the day-to-day job. And every session built on the last — always leading somewhere, not just “a nice conversation.”
She struck the right balance between encouragement and healthy challenge, which I think is vital. I immediately felt at ease — but she didn’t let me stay on the surface. She listened deeply, responded quickly between sessions with useful reading or exercises, and helped me connect what I was learning about myself to real decisions about my future. It felt like time really well invested — not just reflective, but directional.
For something this personal and reflective, I don’t think a group setting can compare. Even with ground rules, you naturally hold back. Coaching gave me the freedom to be completely honest and speak in ordinary language without filtering for perception. It wasn’t about learning a framework — it was about understanding myself, my leadership and where I wanted to grow next. You simply can’t access that level of depth in a classroom.
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