Coach Highlight – Brenda Forman

CM: When did you complete the Transformative Coaching Essentials program and what are some of the most valuable things you got out of it?

BF: I graduated with the ’24-’25 class. The TCE program was a turning point for me because it fundamentally changed how I show up, not only as a coach, but as a leader employer, wife, mom and friend. Coming into the program, I had a strong desire to “do it right.” I learned and understood the framework and structure, but I often found myself in my head, focused on saying the right thing, asking the right questions, or proving value rather than fully being present and just listening.

What TCE taught me is that real impact, whether in coaching or leadership, doesn’t come from fixing, directing, or performing. It comes from presence. I learned how to listen more deeply, not just to what someone is saying, but to what’s underneath it, and to create space for clarity rather than rushing to solutions. I also became more aware of my own patterns, assumptions, and internal narratives, and how those can subtly influence conversations with clients, employees, and peers if left unchecked.

From an employer perspective, this shift has been especially meaningful. I’m more intentional in how I engage with my team, less focused on having the answers and more focused on fostering trust, ownership, and growth. The result is stronger relationships, more empowered individuals, and conversations that lead to lasting change rather than short-term fixes.

CM: Do you consider yourself a life coach? If no, how would you describe who you are professionally?

BF: I consider myself a professional coach who helps guide meaningful transformation. I focus on supporting individuals, particularly those in executive and leadership roles, as they build greater self-awareness and clarity in how they show up professionally and personally.

CM: What would you say to somebody who told you they were thinking about becoming a life coach?

BF: I would encourage them to start by getting really clear on why they’re drawn to coaching. Coaching can be incredibly powerful work, but it requires a willingness to look inward first. The more self-aware you are of your own patterns, beliefs, and triggers, the more effective and present you’ll be as a coach.

CM: What is one misperception you believe people have about coaches (whether designated “life coach” or something else)?

BF: One common misconception is that coaches are there to give advice, tell people what to do, or have the answers figured out. In reality, the most effective coaching isn’t directive at all, it’s deeply collaborative. A coach’s role isn’t to fix or prescribe, but to create space for awareness, clarity, and choice. Coaches help people slow down, notice patterns, and hear themselves more clearly, often uncovering insights they already have but haven’t yet articulated. The power of coaching comes from presence and partnership, not expertise or instruction.

When people understand that distinction, I believe coaching shifts from feeling transactional to truly transformational.

CM: What is your coaching specialty?

BF: My speciality is professional coaching, with a focus on executive roles and coach-style leadership. I partner with people to build awareness around patterns, beliefs, and behaviors that influence how they show up at work and in life. Rather than offering advice or quick fixes, I like to create space for clarity, ownership, and intentional action, so change is not only meaningful, but sustainable.

CM: Are you a full-time coach?

BF: I’m not a full-time coach. I primarily use my coaching skills in my work through a coach-style leadership approach, being more intentional in how I engage with my team and less focused on having the answers. The result is stronger relationships, greater ownership, and more meaningful, lasting growth. I also coach on the side to keep my skills sharp and to extend this approach to other leaders who want to grow with greater clarity and intention.

CM: What do you do other than coaching?

BF: Outside of coaching, I’m the President of Merlot Marketing, a national full-service marketing agency where I lead a talented team working on national and international consumer brands. Beyond work, I’m a wife and a mom to two teenage daughters, and most weekends you’ll find me at a club volleyball tournament or spending time outside with my family and our dog, Rocky.

CM: Do you have a website dedicated to your coaching business?

BF: I do not. [We can remove this question]

CM: Do you have social media accounts that you use primarily for your coaching business?

BF: If anyone would like to connect or continue a conversation around coaching or coach-style leadership, the best place to find me is on LinkedIn: https://www.linkedin.com/in/brendagranucci/