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Influential Woman · Executive Career Coaching
Freda L. Thomas
Executive Career Coach, Freda L. Thomas, MBA, ACC, CPC, CPRW, ELI-MP
New York City, NY 10001
Her Story
About Freda
I started as a business advisor for almost two decades, working with small business owners to help them identify rockstar employees and managers. After placing new hires, I noticed they would often come to me with personality challenges and issues managing as a new employee. I thought this was interesting and saw it as an opportunity to explore as an additional service. I invested over $20,000 to secure credentials and certifications so I could offer coaching services. The coaching took off in a way my other services never did - while business advisory might take 90 days to close, I would have strategy calls with professionals and they would close on the day of the call. I realized there was a critical need here. My secret sauce is having a very clear idea of what's critical to my target group and being so finite about their pain points that when they come to me, they literally ask 'Are you reading my diary?' This comes from years of observing behavior and understanding the perspective of leadership in a nuanced way. By virtue of having leaders hire me to attract employees, I learned about that leadership and used behavioral assessments to know the triggers behind those leaders, which enabled me to articulate that to new hires in a way that empowered them. I tend to attract very affluent people - General Counsel, assistant deputy chiefs at the Department of Energy - people who have done it all and are just trying to figure out what next looks like. What drives me is that I care, and I want my clients to win. I'm really invested in their success.
Her Interview
Ten minutes with Freda
01What do you attribute your success to?
I would attribute my success to having a very clear idea of what's critical to my target group and being so finite about their pain points. When clients come to me, they literally ask 'Are you reading my diary? How did you know that?' This comes from years of just observing and watching behavior, and also understanding the perspective of leadership in a nuanced way. By virtue of having leaders hire me to attract employees, I learned about that leadership and used behavioral assessments to know the triggers behind those leaders. Understanding how and why they responded in a specific manner enabled me to articulate that to a new hire in a way that empowered them. I also knew the importance of getting the training and credentials - I spent over $20,000 getting the certifications and knowing about behavioral assessments like DISC, because I knew I wanted to work with successful career professionals and I knew how much I wanted to charge. It wasn't gonna be cheap, so credentials are everything. They reduce the barriers. Coupled with about 60 recommendations on LinkedIn from happy new hires and business owners, that certainly helped to strengthen the story that I have the capacity and the know-how.
02What’s the best career advice you’ve ever received?
The best career advice I've received, follow your own path.
03What advice would you give to young women entering your industry?
For a young woman struggling with confidence, begins with self-examination. What is causing you to believe you can't do something? Where did that belief originate? Those are important questions to ask.
In many cases, our limitations are rooted in experiences from our childhood. We carry forward beliefs, assumptions, and interpretations that may no longer be true, yet they continue to influence how we see ourselves and what we believe is possible.
The goal is to identify those beliefs, understand the role they played in attempting to protect us from harm, challenge them, and replace them with something more empowering. Sometimes that process can happen through reflection. Other times, coaching or psychotherapy can help uncover false beliefs.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is saturation. There are more coaches than ever competing for attention.
At the same time, the opportunities are tremendous. Artificial Intelligence has given professional coaches the ability to reinvent how we serve clients, create solutions, and scale. I have embraced this shift as the creator of several custom GPTs. I believe this is one of the most exciting times to own and operate a business.
05What values are most important to you in your work and personal life?
What drives me is simple: I care, and I want my clients to win. Their success matters to me.
My faith plays a significant role in how I move through the world. I believe in God, and I don't know where I would be without that foundation. I spend a great deal of time in prayer, reflection, and listening to spiritual music. When negative thoughts try to take hold, I have a mantra I return to that helps me regain perspective.
I also understand the importance of eating well; I enjoy cooking. I follow a mostly plant-based diet, prioritize sleep, and intentionally surround myself with positive, successful, and interesting people. Living in New York helps as well. I'm constantly exposed to bright minds and new ideas, which keeps me learning and growing.
Community has always been important to me. I grew up in the home church of Dr. Martin Luther King, Jr., and began volunteering at the age of 13. For many years, I tutored adults learning to read. Today, I volunteer by visiting an elderly person on Sundays because no one should have to navigate life feeling alone.
At the end of the day, service, faith, and community are values that continue to guide both my life and my work.
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