DeBorah (Sunni) Smith

Leadership coach · Southern California, CA · virtual

Credentials they list: ICF PCC, FIRO, Hogan

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"a)plan is an optimized, scalable, and tech-enabled virtual coaching service that helps you create a coaching culture at your organization." (in their words, on their website)

Services

ServiceWhat is includedPrice
Coaching Circles for Changemaking Leaders
Entrepreneurs, Managers, Women, Executives		 24 weeks · Initial assessment of goals, values, strengths, challenges, and opportunities · Monthly 90 minute group meetings with ~10 members by video · Summary notes after each session · Pre-session exercises and post-session assignments · Unlimited contact between sessions via the a)plan app $250

As published on their website, read Sep 30, 2026.

Where they fit

StudentsEarlyMidManagerDirectorVP / C-suite
Resume and LinkedInnononononono
Interviews and offersnononononono
Job search strategynonononoyesyes
Career direction and changenononononono
Leadershipnonononoyesyes
Personal brandnononononono

How they work

Process
Initial assessment of goals, values, strengths, challenges, and opportunities · Monthly group meetings with peer coaching and feedback · Set intentions and new behaviors for the next month
Assessments
Hogan Personality Assessment (HPI), Influence Style Indicator (ISI), Leadership Management 360, Fundamental Interpersonal Relations Orientation-Behavior (FIRO-B), Paradigm Personality Labs Workplace Big 5, Creating Futures that Work ® (CFTW)
Before coaching
Counselor; Lawyer, Law

Do it yourself, or hire a coach?

Doing it yourselfUsually enough whenA coach earns the fee when
Job searchA target list, a weekly plan and steady outreach. Callings builds the weekly plan and tracks every application, free.Interviews are coming in.Three months without traction, or a senior search that runs on your network.
LeadershipPeer groups, feedback from your manager, reading.You have a mentor who has done the job.A first management role or a bigger team, often paid for by the employer.

Times are our estimates. Try Callings.

Questions to ask before hiring

  1. What are your cancellation and refund terms? (no refund terms on their site)
  2. Which body issued your credential, and can I check it there? (credential listed)
  3. Who do you usually work with, and how long does a typical engagement last? (always worth asking)

What they publish

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