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Executive Coach in Amsterdam

The higher you climb, the fewer people push back.

Everyone around you has their own interest in your decisions, and honest feedback becomes rarer the higher you go. As your executive coach, I have no hidden agenda: I tell you the truth, help you grow, and share some of the weight that comes with leadership.

You tell me what your goals are, I give you my honest first read.
Where it goes from there is up to you.

LEADERS I COACH WORK AT:

Coaching is an unregulated profession. In the Netherlands alone, over 100,000 people call themselves a coach, and only a small share (less than 10%) is certified through a recognised body. I trained as a Co-Active coach, widely regarded as the global gold standard in coach training, have hundreds of hours of coaching experience and I'm internationally certified through the International Coaching Federation.

As executive coach for senior leaders like Directors, founders and CEO's, I combine three elements:

David Buirs Leiderschapscoach & Managementtrainer

Most coaches lean on one strength. Some are sharp and analytical, but it stays clinical. Others are emotional and intuitive, but it gets vague. A third group walks in with a method and runs you through their program.

What I do differently is work on three layers at once.

Thinking.ย 
Ten years of leadership experience, five of which as Director managing a large international team. I know the world you operate in. We work on analysis, strategy, and how you shape your leadership.

Feeling.ย 
Connection to yourself is the foundation for connection with others. Emotions you can’t feel, or that overwhelm you, work against you. We work on empathy, compassion, and stress in the body.ย ย 

Being & Identity.
Leadership isn’t about projecting authority. Having all the answers. It’s about who you are. Your character. Do you dare to show vulnerability? Can you be fully present with the other person? Do you show courage when it counts? That’s what we work on.

Stories from leaders Iโ€™ve worked with.

Common executive coaching themes.

As an executive coach I work 1-on-1 with directors, C-suite and senior leaders. No standard programme. The agenda is yours.

I'm too hard on myself. +

The problem:
You have the results, the experience, the track record. But somewhere inside there's a voice: sooner or later they'll figure out I'm not as good as they think. Impostor syndrome tends to get louder as expectations grow.

Many executives reach where they are precisely because they're hard on themselves. That inner critic delivers results. So they assume they need it. That's a mistake. Self-criticism and perfectionism produce results, but at a high cost.

How I approach it:
I help you create distance from your thoughts and see them for what they are: objects in your awareness that you often can't control, and that are frequently contradictory or simply untrue. You move from automatic reaction to conscious response. I work with Positive Intelligence, a scientifically grounded model that helps reduce self-criticism and build self-compassion, so you stay just as successful without the tension and anxiety. I have extensive experience here and consistently see strong results. Want to know what your inner saboteur looks like? Take the free saboteur assessment here.

Result:
You lead from a positive place, in a way that gives energy instead of draining it. You still deliver results, but sustainably.

I now manage people who were my peers yesterday. +

The problem:
Yesterday you are a peer. Today you are responsible for their performance, their development, and sometimes their exit. That's a fundamentally different relationship. Everyone knows it. So do you.

The more senior the role, the messier this gets. You become director of the team you are part of. You know them, they know you, and now you assess their performance. Or you step in as head of the MT you are just a member of, knowing two of them also want the role.

Push too hard and you lose them. Hold back and you stay "one of the team," which costs you authority. The question isn't whether it's uncomfortable. The question is how you handle it well.

How I approach it:
We work on both the mental and practical side of this transition. How to build authority with people who think they already know you. How to keep relationships intact without losing the lead. How to set boundaries in a way that fits you. And how to communicate your new role in a way that creates clarity without creating distance.

We also look at the assumptions getting in your way. Many people in this transition hold on too tightly to the need to be liked. And that makes it unnecessarily hard.

Result:
Your team respects you, not because you're the boss, but because you lead from who you are. The relationships stay intact. You feel at home in your new position.

I want to become a better communicator. +

The problem:
Most executives who reach out to me as an executive coach know roughly what the issue is. They're too direct and it comes across as hard. They listen, but not really. They're already formulating a response. They over-explain and lose the room. Or they avoid a difficult conversation until it's too late.

The common thread: what you intend and what others experience are further apart than you think. And the higher you are, the fewer people still tell you.

How I approach it:
We start with the gap. What do you intend, and what do others actually receive? From there we work on the specific pattern that gets in your way. That might be how you listen, how you regulate yourself in difficult conversations, or how you adapt your style to different people.

I include DISC, the colour system, as an assessment tool here. Not as a personality test, because it isn't one, but as a way to help you understand your own communication style and how others are wired differently. It gives you a practical map for adjusting without losing yourself in the process.

Result:
People experience you the way you intend to be experienced. Conversations go better. Your message gets across, in a clear and direct way, without losing your connection to the listener.

I'm stepping into a major transition. +

The problem:
A new role. A new company. What makes you effective now doesn't automatically work in the new context. The expectations are different. The dynamics are different. And the time to figure it out is shorter than you think.

How I approach it:
We work on the gap between where you come from and what your new role demands. How to build authority quickly in a new context. How to manage expectations effectively, upward, sideways and down. How to establish yourself without making the mistakes most people make at this stage.

Result:
You land well and fast. The people around you know who you are and what you stand for. So do you.

Under pressure, I react differently than I'd like. +

The problem:
When things are calm, you're at your best. Under pressure, things change. You communicate more directly than you like. You're less accessible. More controlling. Your team pulls back at exactly the moment you need them. You see it happening and can't stop it. At the executive level, where competition can be fierce, this becomes a real challenge.

How I approach it:
We make visible what happens to you under pressure through metacognition: the ability to observe your own reactions as they occur. We look at your strengths, but also at how they overshoot into pitfalls under pressure. At your triggers: what sets you off, and why. I also help you work with specific emotions that leaders regularly face, like frustration, irritation and impatience. Not to suppress them, but to understand them and respond differently. From that self-awareness we build self-regulation.

Result:
You become more relaxed, open, patient. You communicate more calmly, especially when the pressure builds.

I need a strategic thinking partner. +

The problem:
Your peers have their own agenda. The people below you filter what they say. Everyone around you has a stake in your choices. And the decisions that matter most you face alone, without anyone who genuinely pushes back. Leadership at the top can be lonely.

What makes it harder is that strategy at this level is genuinely complex. You're not just managing people. You're shaping direction, navigating politics, making calls with incomplete information, and selling those calls upward and downward at the same time. Most people around you aren't equipped to think with you at that level. They're too close, too junior, or too careful.

How I approach it:
As an executive coach, I'm your sparring partner without a hidden agenda. Someone with strategic insight and a real understanding of how organisations work, from the inside. I've led teams, navigated politics, and made the kind of decisions that keep you up at night.

Whether it's thinking through a strategic decision, stress-testing a plan, navigating a difficult stakeholder landscape, or simply having someone to talk to who gets what you're dealing with. Confidential and objective.

Result:
You think more clearly. Your decisions are sharper. You get better at strategy, not by reading about it, but by working through real situations with someone who can keep up. And you carry the weight of leadership a little less alone.

I've achieved everything. But inside, something feels empty. +

The problem:
Good role, results, respect. But something's off. You perform, but you've lost the sense that it means something. You keep moving forward, but it feels harder than it should and costs more energy than it gives.

How I approach it:
We go looking for what actually drives you. What work gives you energy, and what drains it. Are you genuinely yourself in your role, or playing a part that's expected of you?

We look at your core values. They exist in three layers. The bottom layer is the "shoulds": values imposed from the outside, like being successful, looking good, always being available. The middle layer are chosen values: ones you consciously opt into. The top layer are your core values: so fundamental to who you are that if you can't express them nearly every day, something feels wrong. Many people live, without realising it, in conflict with that deepest layer. And it drains energy.

Result:
You know what drives you and what your strengths are. You lead from direction and authenticity instead of habit and expectation.

I'm successful, but paying a price I'm no longer willing to pay. +

The problem:
Always on. Always reachable. Boundaries that erode over time, without you realising or wanting it. It costs more than it gives. You know it's not sustainable. But how do you turn it around?

How I approach it:
We look at what gives you energy and what drains it. And what needs to change. More rest? More delegation? Less perfectionism? Better boundaries? The answer is different for everyone. Where your limits are and how you hold them sets the standard for the people around you. Not as a therapy question, but as a leadership question. Because a leader who burns out doesn't serve their organisation.

Result:
You perform sustainably. You're sharper, not despite your boundaries but because of them. The organisation follows your lead.

I want to invest in my own development through leadership training. +

This one is different from the rest.

You've known for a while that your personal development as a leader takes a back seat. Not because it isn't important, but because something more urgent always comes first. What you want now is to upskill across the dimensions that matter at this level: communication, vision, influence, confidence, empathy. Not a course. Not a workshop. A real programme built around you.

As an executive coach, I build that programme based on my V.O.I.C.E. framework: Vision, Ownership, Influence, Confidence and Empathy. Five dimensions that determine how effectively and authentically you lead. I combine what you bring with what I see you need.

Result:
Targeted growth on the dimensions that matter most for you. You know where you stand, where you want to go, and how to get there.

Honest about the fit

Executive coaching works best for leaders who are willing to take an honest look at themselves. That’s where the growth happens.

Looking for career advice or help finding a new job? A career coach is a better fit. Early in your leadership journey? Leadership coaching is a more logical starting point.

Most employers fully pay for coaching. Plan a free introduction to learn more.

The programme.

01

Intake

We start with a free 30-minute intro call. If it feels right on both sides, we plan a second, more in-depth session. After that, you decide whether to start.

02

10 one-hour sessions

Spread over 5 months, in central Amsterdam or online. Includes a DISC assessment.

03

Reachable between sessions

You can reach me directly by WhatsApp or phone. For a quick check, a difficult decision, or a second opinion. No middleman, no waiting.

04

Results that last

You lead more clearly and communicate more effectively. Your team notices. Your growth becomes your team’s growth.

Frequently asked questions.

Any other questions? Check my contact page. Looking for something more focused on day-to-day leadership? Take a look at leadership coaching.

What is executive coaching? +

Executive coaching is 1-on-1 guidance for directors, C-suite and senior leaders who operate at a high level and want to become more effective at it. As an executive coach I combine coaching, mentoring and training, depending on what you need to reach your goals. A confidential process that helps you excel at the highest level.

Who is executive coaching for? +

For directors, CFOs, COOs, general managers and other senior leaders. Executive coaching is not reserved for one specific job title. The common denominator is the situation: you operate at a level where complexity is high, decisions are significant and honest feedback becomes scarce. You want to get sharper, grow further, or work through something you can't quite get clear on your own.

Who is executive coaching not for? +

Executive coaching is not right for everyone. If you're looking for career advice or help finding a new job, a career coach is a better fit. Early in your leadership journey? I'd recommend leadership coaching instead.

It's also important that you're willing to make time and invest energy. Outside of our sessions, the programme asks for roughly half an hour to an hour per week of reflection and practical application. That's not much, but it needs to happen. The people who take that seriously develop quickly.

I only work with people who genuinely want to grow.

What does executive coaching cost? +

The investment for executive coaching is typically around 3% of a gross annual salary. Most organisations fully reimburse coaching for executives. The growth you go through tends to translate into measurable results for the organisation, which means the investment pays for itself. A global study by PwC and the International Coaching Federation found an average return on investment of 7x.

You're certified. What does that mean? +

Coaching is an unregulated profession. Anyone can call themselves a coach without training, without assessment, without any obligation. In the Netherlands alone, over 100,000 people call themselves a coach, and only a small share of them (less than 10%) is certified through a recognised professional body such as the ICF, EMCC or NOBCO.

A certification requires an accredited training programme, a minimum number of practice hours, supervision and demonstrated competency and ethical conduct. And you have to keep developing to maintain it.

I am an ICF Associate Certified Coach (ACC), trained through the Co-Active Training Institute, which is widely regarded as the global gold standard in coach training. Because I also work with expats, I deliberately chose ICF certification: internationally recognised and valid across Europe.

I want coaching on one specific topic. Do I need 10 sessions? +

No. If you want to work on a specific theme, I can put together a shorter programme of 6 sessions. That's enough to go deep on a concrete question. We start with an intake to get clear on what you want to achieve and how we approach it. The programme can be extended afterwards if you want to continue.

Online or in Amsterdam? +

Sessions take place at my location in Amsterdam or online. A number of my clients are based outside the Netherlands. Executive coaching in person or remotely is equally effective.

Doing nothing often feels easiest. Until a year goes by, and you’re standing in the same spot, with the same question.

Let's start a conversation.

Access my calendar below to schedule your free 30-minute introduction call.