Practitioner Diploma / “I gained a wide range of tools and models that have helped me shape my own coaching style”

Liz Sebag-Montefiore is chief executive and co-founder of 10Eighty, a career and talent management consultancy known for its people-first ethos and dynamic approach to coaching. With a background in HR solutions and business development, Liz has spent over two decades helping individuals and organisations thrive. In this Q&A, Liz shares her journey through AoEC’s Practitioner Diploma in Executive Coaching, the evolution of her coaching model, and how she’s using her platform to support leaders, challenge impostor syndrome, and champion career happiness - one conversation at a time.

You have had a successful career working as business development director with Fairplace, before co-founding 10Eighty 13 years ago where you have recently stepped up to CEO. Who or what introduced you to coaching and led to you signing up for coach training with the AoEC?

My introduction to coaching came through selling it for over 20 years, during which I also experienced the personal benefits of having a coach in both companies I worked for. That combination sparked my interest early on - shortly after graduating, I trained as a career coach, and I always knew that becoming an accredited executive coach would be part of my career plan. For me, it was just a question of timing and gaining the right life experience.

When the moment felt right, I researched my options thoroughly. I wanted a programme focused purely on business coaching, so I looked into a wide range of qualifications including academically rooted courses and business school options. The AoEC stood out as the best fit: well-recognised, credible, flexible enough to balance with having two young children, and offering a clear pathway to accreditation with the AC, EMCC, or ICF.

I also knew several people who had completed the programme and spoke highly of it. In the end, it ticked every box for me.

What were some of the positives and challenges you experienced while doing the diploma?

One of the main challenges was stepping outside my comfort zone. Being observed while coaching, receiving live feedback, and trying out unfamiliar models felt daunting at first, but it proved to be incredibly valuable. The profound self-reflection and the energy of supporting others through deep conversations were big learning curves. Another challenge was learning to be fully present - letting go of previous knowledge and staying open and curious to new perspectives.

The positives, however, far outweighed the challenges! I gained a wide range of tools and models that have helped me shape my own coaching style. I loved the daily coaching practice and feedback during the diploma, and I thrived on the blended learning approach, which balanced well with co-running a business and family life. I also valued the time between sessions to practise and reflect. The trainers were exceptional; they created a safe space for us to do the inner work, while also providing the right blend of theory and practice. I built a fantastic network – five years on, I’m still in touch with half my cohort, three have joined our Associate team as coaches, and I continue to co-coach with two.

What is your top advice to others considering coach training?

Be clear on your ‘why’ before you start and be prepared to step outside your comfort zone - you’ll be observed, receive feedback, and challenged to reflect deeply on yourself as well as your coaching. Throw yourself into it fully; the more you practise, the more confident and skilled you’ll become.

Looking back at doing your diploma, what has been its lasting impact on you as a person and you as a coach?

The diploma has had a lasting impact on me both personally and professionally. On a personal level, it gave me a much deeper understanding of myself – my values, my strengths, and helped me answer the questions ‘Who am I?’ and ‘How do I coach?’. I’ve become more intentional in how I listen and respond, not only in coaching conversations but in everyday life. It has helped me develop a calmer presence and a stronger sense of curiosity, which in turn has strengthened my relationships and how I navigate challenges.

As a coach, the diploma gave me both a strong theoretical foundation and the confidence to trust the process. I’ve learned to hold space for clients rather than rushing to solutions, and to use questioning and silence more effectively so coachees can uncover their own insights. My approach is now more grounded, flexible, and ultimately more impactful for the people I work with.

Can you tell us more about your personal coaching model and how this has evolved since doing the diploma?

My coaching model has evolved into a blend of structure and flexibility. When I began the diploma, I was naturally drawn to structured approaches, so my framework was strongly influenced by the TO GROW ME and Solutions Focus models, with scaling from OSKAR. These gave me a clear process, but over time I’ve also learned to feel comfortable incorporating more creative techniques when they best serve the client.

The diploma encouraged me to explore models outside my comfort zone; for example, Gestalt, which, although challenging at first, significantly expanded my range. I now see my coaching model as a landscape, with different routes and tools available, enabling me to “dance in the moment” while keeping the client’s goals firmly in focus.

Tell us about your work at 10Eighty - who are you coaching?

At 10Eighty, I coach clients across a wide range of sectors - from financial and professional services to higher education and the charity sector. My work spans career coaching, helping individuals navigate transitions, clarify direction, build confidence, and overcome challenges such as impostor syndrome, through to leadership coaching, where I support managers and leaders to enhance their impact, lead teams more effectively, and adapt to new responsibilities.

Across all my coaching, I help people increase self-awareness, challenge their thinking, recognise their strengths, and unlock new perspectives. I love the variety, and I draw on different tools, techniques, and approaches depending on each client’s needs and stage in their journey.

What are some of the issues and opportunities you coach people around?

I work with clients on a broad range of areas. Sometimes that means helping them explore their personal values and how these align with their work, so they can make authentic choices.

Other times it’s about developing strategic thinking, improving decision-making, overcoming challenges like impostor syndrome, building confidence, or finding ways to sustain energy and wellbeing in demanding roles. I also support clients through maternity coaching, helping them navigate the transition into and out of parental leave with confidence and clarity.

Can you share a success story or testimonial from one of your coachees that highlights the impact of your coaching?

“I have so appreciated my sessions with Liz. She is friendly positive and always engaging. She let me drive the agenda and used good questions and reflective skills to help me think through issues around effective leadership and my role in my organization. Can’t recommend her highly enough!!!”

Simon May, Head of Client Risk and Care Referrals at Langley Trust

“Liz has been a great coach - approachable, easy to talk to and gave me a helpful framework to work within. In just a few short sessions, Liz really helped me to focus and prioritise my thoughts, ensuring that I understood how to move forward. Liz has a wealth of experience and tools to work with and by the end of our coaching relationship, she had given me the confidence to move forward with progressing my career.”

Stacey Smith, Senior Human Resources Manager, Principal Asset Management

What do you find most rewarding about your work as a coach?

For me, it’s witnessing those lightbulb moments - when a client suddenly sees a situation differently or realises what’s possible for them. It’s really fulfilling to know I’ve played a part in enabling someone to take action, build confidence, and move forward in a way that feels authentic to them. Seeing their growth, and the ripple effect it has on both their work and life, is exactly why I love coaching.

Our deepest thanks to Liz for sharing her personal experience of coach training with the AoEC.