Too valuable to promote. Too complex to replace.

I coach senior leaders at the moment when the skills that built their career start creating their biggest challenges.

The precision. The drive. The need to hold it all. These aren't problems to fix. They're patterns to see.

Once they're visible, everything shifts.

Francisco Baptista

Latest writing

Patterns from the coaching room. Short pieces. No advice. Just what I notice.

Construct-Aware Coaching

Developmental coaching that makes invisible patterns visible. Grounded in Kegan and Cook-Greuter.

2 min read

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Subject-Object Theory in Leadership

What "has you" vs. what "you have." Robert Kegan's framework applied to the strategies that built your career.

2 min read

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The Expert-to-Leader Transition

Promoted for knowing things. Now managing people who know things. The shift that nobody prepares you for.

2 min read

leadershipidentitycompetenceexpert-to-leader

What clients say

The work speaks through the people who've done it.

  • Francisco helped me in a remarkable and fast way to not only understand and vividly picture my problems but also to give me concrete everyday exercises and guiding principles to work on them. After only four sessions I already have a feeling of accomplishment with regards to my main goal and have a strong sense of being on the right track to sustain this success. Thank you so much.

    Cecil Carl

    Senior Consultant

  • I had the privilege of working with Francisco Baptista as my coach, and I wholeheartedly recommend him. Francisco has the expertise, empathy, and professionalism to create an environment conducive to growth and development. His insightful guidance, combined with a supportive approach, helped me gain clarity Particularly, the I/we/it framework he introduced has resonated with me the most. It was a pleasure working with him, and I am grateful for the experience.

    Bedrettin Güner

    Senior Product Manager

  • As a female executive, I want a coach who understands women's leadership strengths. Francisco empowered our customer success team with his astute guidance and growth mindset. Even amid competing priorities, our managers prioritized Francisco's insightful individual and group coaching. I felt at ease referring my team to Francisco, knowing he would support their development with care and wisdom. Personally, I benefited from his ability to pinpoint my growth areas and provide tools to expand my capabilities. Francisco transformed our meetings into active collaboration. With strategic insight, Francisco helps teams and leaders unlock their full potential. He quickly grasps both logistical and interpersonal dynamics. I highly recommend Francisco to any organization intent on uplifting their people. His coaching elevated our team's performance through motivation and empowerment.

    Lauren Ross

    VP Customer Success

  • Francisco is very bright, with the ability to assess complex issues and to identify the key leverage points which truly make the difference. He has very strong analytical skills coupled with excellent communications skills. He adds significant value in his ability to apply his Design Thinking expertise across various functional areas. I would be very confident in recommending him as a resource in complex business or organizational change situations.

    Han van der Pool

    Business Psychologist

  • Francisco facilitates our sessions with care and insight. He draws out each woman's strengths, while gently pushing us to move beyond self-doubt. I'm thankful that Francisco encourages me to believe in my talents and potential. His coaching enables our team to thrive.

    Tamara Barrett

    Senior Enterprise Customer Success Manager

  • As a successful woman in business, I need a coach I can trust to understand my perspective and help me strategize solutions. With his collaborative approach, Francisco consistently provides me with thoughtful guidance to overcome challenges. His methods empower me to lead effectively and achieve my goals.

    Sue Beck

    Principal CSM Enterprise

The Conference of the Birds

An 8-session cohort for senior leaders ready to outgrow what got them here.

Not a workshop. Not a course. A structured development experience with people who take this work as seriously as you do.