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Anna Peterson's portrait

Executive Coaching

Building your leadership style starts with knowing yourself.

Anna Peterson, PCC

  • 15 years in tech

  • Design -> Product -> Leadership

  • Psychoanalytic approach to coaching

Why sign up for coaching?

Leadership can be challenging, demanding, and stressful. It is easy to get lost in stakeholder demands, difficult conversations with employees, and market uncertainties. At times, you might even wonder whether you are the right person for this job. Coaching creates a space where you can take some distance from the daily drama, reflect, and hear your own thoughts.

Why Sign Up?

How can coaching help you?

Leadership Identity

Developing your personal leadership philosophy, identifying key role models, and building out new dimensions of your own leadership identity so that you can lead confidently, from intention, principle, and integrity 

Drive team engagement

Inspire the team, cultivate a deeper and more sustainable engine of motivation, and give everyone a sense of ownership and autonomy

Delegate and give feedback

Delegate with confidence and guide others to successfully deliver the outcomes you expect. Hold people accountable to your expectations in a way that demonstrates your dedication to their growth. Conduct potentially difficult conversations in the most effective and productive manner possible.

What can coaching give you


Over the last 15 years, I have worked in different B2B and B2C tech companies worldwide. Most recently, I was a Director of Product Management at ServiceNow.


My leadership journey was not painless. It took a lot of introspection to find my way of leading and to build authentic relationships with my employees. Years of my personal therapy were dedicated to exploring how I see myself and others at work. This experience motivated my focus as a coach: I want to help other leaders go from overwhelmed to empowered.

My approach to coaching is based on psychoanalytic theory and draws influence from existentialism and Buddhist philosophy. I also hold certifications from the International Coaching Federation and the Co-Active Training Institute.



Address San Diego, CA


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