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    Nobody argued about the AI

    Three of the most established coaches I have met took our premise apart. None of them argued about the AI. All three went to continuity, and each left a condition.

    Louise DoornLouise DoornCo-founder and CEO · 31 July 2026 · 4 min
    How it opens

    Twenty years of executive coaching. Thirty years and twelve books. And a career in technology that started in 1982.

    I went in expecting to defend the AI. That is usually where these conversations start.

    Not one of the three took the bait.

    Read the post →
    28 July 2026

    The Third Track

    The platforms picked a position: AI for the many, human coaches for the few. The people handed to the AI tier are not being coached. They are being informed.

    Louise DoornCo-founder and CEO
    2 min
    22 July 2026

    Build the mad thing

    The barrier to making things has collapsed, and an ocean of output is arriving that all looks and sounds the same. What gets scarce is what only a person can put behind the work.

    Louise DoornCo-founder and CEO
    7 min
    15 June 2026

    Human in the loop. On the loop. Out of the loop.

    Both coaching bodies have called on the profession to engage. Neither has set a standard yet. The window in which coaches set their own is open right now.

    Laura FoltinaAI Governance and Privacy Lawyer
    9 min
    11 June 2026

    Why We're Bootstrapping CoachNova

    No outside investors, around €350 a month in burn, and cash-flow positive. Why we are building CoachNova without venture money, and what that choice means for the coaches who trust us with their practice.

    Louise DoornCo-founder and CEO
    5 min
    3 June 2026

    How to capture your in person sessions

    Some of your best work happens across a table, on a walk, or in a room with nothing but a coffee going cold. Two ways to make sure it counts like everything else.

    Nick PonomarCo-founder and CTO
    3 min
    18 May 2026

    Beyond the known. Notes from Zagreb.

    What 200 coaches taught a non coach about the future of the craft, at the EMCC Global Annual Conference.

    Louise DoornCo-founder and CEO
    5 min
    20 April 2026

    From a cold message to Zagreb. In three weeks.

    Most organizations buying AI in coaching hand executives a human coach and everyone else a chatbot. I went looking for people thinking about it differently — and three weeks later found myself invited to host the AI Lab at EMCC Global in Zagreb.

    Louise DoornCo-founder and CEO
    4 min
    31 March 2026

    How Your Private Digital Twin Works

    Your Nova AI builds a private model of how you coach. Here is the pipeline from session to coaching intelligence, and how it compares to other approaches.

    Nick PonomarCo-founder and CTO
    8 min
    28 March 2026

    Your Nova AI Becomes Your Marketing Engine

    Starting in July, your Nova AI generates LinkedIn posts, blog articles, and a full landing page from your coaching signature.

    Nick PonomarCo-founder and CTO
    7 min
    28 March 2026

    What Is Coach-Supervised AI?

    AI proposes. The coach decides. Nothing reaches your client without your approval. Here is the framework that keeps you in control.

    Louise DoornCo-founder and CEO
    6 min
    24 March 2026

    How CoachNova Keeps Your Client Data Separate

    A look at CoachNova's four-layer data architecture: how we build your digital twin voice while keeping every client's information strictly siloed.

    Nick PonomarCo-founder and CTO
    8 min
    21 March 2026

    Keep coaching after the contract ends

    The engagement closes and the developmental thread breaks. Two ways to keep the work going once the contract is over, and what each one asks of you.

    Nick PonomarCo-founder and CTO
    8 min
    20 March 2026

    Where your coaching data actually lives

    Most AI tools cannot tell you where your client's data is stored, who can reach it, or what happens to it after you stop paying. Here is what to ask before you sign up for anything.

    Laura FoltinaAI Governance and Privacy Lawyer
    7 min
    19 March 2026

    What coaches told us before we built anything

    More than 70 coaches. Six months of listening before a single line of product existed, and the interviews have never stopped since.

    Louise DoornCo-founder and CEO
    10 min
    11 March 2026

    AI Coaching Platforms Compared

    Enterprise, mid-market, and independent. An honest look at every option.

    Louise DoornCo-founder and CEO
    12 min
    7 March 2026

    Most Coaches Are Wrong About AI

    57% of coaches say AI has no place in coaching. The data disagrees. Here is what happens when coaches actually try it.

    Louise DoornCo-founder and CEO
    10 min
    3 March 2026

    Coach-Supervised AI and ICF Competencies

    The ICF worry is that AI replaces the human relationship. Coach-supervised AI does the opposite. Here is why it deepens the work instead of diluting it.

    Louise DoornCo-founder and CEO
    7 min
    27 February 2026

    The AI Governance Question Coaches Are Not Asking

    Your client shares something vulnerable in a session. An AI processes it. Who is responsible for what happens next? The answer is less clear than you think.

    Laura FoltinaAI Governance and Privacy Lawyer
    8 min
    Research, in progress

    The efficacy study, written up as it happens

    We are building an efficacy study with coaches rather than about them: drafted this summer, workshopped with the coach community, run in the autumn. The method, the instruments, and the results land here and in the newsletter, including the parts that do not go our way.

    Try it in your own practice.

    Sixty days with your whole practice, every feature, every client you bring.

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