Move Forward with Confidence.

Inflection points happen. How will you handle your next one?

Parse Coaching™ was founded by Ruthana Seng to provide executive coaching to leaders at every level.

At Parse, executive coaching is centered on enhancing executive function—not a job title.

Ruthana coaches individuals and teams using an integrative, goal-focused approach that helps clients harness their "inner boardroom" in service of their goals. The result is the capacity to make decisions, take action, and lead from a place of deep clarity and insight.

Services

Parse provides executive coaching services to individuals and teams, and may include individual/team coaching sessions, personality/leadership assessments, 360° feedback, workshops, facilitations, etc.

Areas of Focus: leadership development, organizational change, and professional growth.

Leadership
Elevate how you influence others and drive outcomes.

How do I adapt my leadership style, while still being anchored to my values?

I’ve received feedback on my: communication, conflict style, team development, interpersonal skills, etc.—what’s the next step?

I’m facing roadblocks related to: cross-functional alignment, collaboration, influencing stakeholders, constantly shifting priorities, etc.—how do I make progress?

Organizational Change
Navigate change with a 360° view of yourself, team, and organization.

How do I lead myself and my team through a pivot that’s coming (or in process)?

We need to set a new direction—how do we start the change process?

My team has just survived a major change—how does everyone get motivated again?

Professional Growth
Lead from the inside out, grounded in your authentic, integrated self.

I’m at a crossroads and the pros/pros list is even—how do I decide what’s right?

Things are great and I’m curious about growing my communication, collaboration, or conflict skills—where do I go from here?

I'm having a hard time changing old habits—what do I need to do differently?

Approach

Coaching inspires change.

And lasting change requires turning awareness into insight and then insight into action that actually sticks. At each step, Ruthana helps clients “parse out” the parts of their experiences across three dimensions: cognitive, emotional, somatic, to achieve deep clarity on how to move forward.

How does coaching work?

Coaching is a partnership of equals—client-led and coach-driven. During coaching sessions, clients bring the experience to reflect on, and Ruthana will prompt and deepen that reflection with powerful questions that help:

  • Uncover underlying assumptions and hidden biases
  • Recognize patterns of behavior and thinking
  • Discern between observation and interpretation
  • Surface internal and external motivators
  • Design experiments to guide behavior change
  • Reframe and refocus plans to align with your values

Three-Phased Coaching Engagement

After an initial conversation to determine fit, we’ll begin a three-phased coaching engagement:

1

Set the Stage

At the start of the engagement, we will explore the question(s) that will be the focus of our work and professional background, current environment, feedback received, etc. We will also define expectations and parameters, e.g. frequency, modality, and any recommended assessment(s). At the end of this phase, clients codify the goal(s) that will anchor our work.

2

Experiment, Practice, Reflect

The bulk of the engagement is spent in Phase 2, where clients experiment with specific practices designed to move them toward their stated goals. In session, we’ll reflect on progress, any blockers or motivators that arise, and adapt goals, as needed. Practices are co-created, and as needed, can be formally documented in a personalized development plan.

3

Transition

The end of the engagement is marked by developing a transition plan to help clients support their continued learning and progress. Our hope is that clients continue building a deep connection with their inner boardroom so they can embody confident, self-directed leadership at work, home, and in their communities.

Investment

A productive coaching engagement requires a strong fit between coach and client, and depending on the goal, a runway of three to six months to see tangible progress. Coaching engagements are customized to a client's stated needs and will be scoped after an introductory call.

Coaching engagements could include:

  • Individual coaching sessions
  • Team coaching sessions
  • Workshop facilitations
  • Leadership/personality assessments
  • 360° feedback collection
  • Asynchronous coaching support
  • Development Plan, Transition Plan

Schedule a conversation to see if Parse could be a good fit.
Parse also offers sliding scale and pro-bono coaching services and an introductory package.

Ruthana Seng

About

A first-generation Asian American, Ruthana Seng founded Parse Coaching™ in 2018 to expand access to executive coaching to leaders at every level.

Ruthana is a coach and values-driven leader with 17+ years of experience across a unique blend of senior marketing, consulting, and coaching roles. She’s worked with organizations from startups to Fortune 500 in tech, CPG, higher education, real estate, e-commerce, wellness, manufacturing, professional services, media, restaurants, private equity, and venture capital.

Considered an atypical executive coach, Ruthana has an organized, yet organic, coaching style that draws from multiple disciplines including leadership development, organizational change, adult learning, design thinking, integration, yoga, somatics, and mindfulness. At her core, Ruthana strives for transformational coaching partnerships that start from a place of curiosity and provoke lasting change

Certifications & Education

  • Organizational and Leadership Coaching Certification (OLCC), Northwestern University
  • Hogan Assessments Certification (HPI, HDS, MVPI)
  • IFS-inspired coaching, Internal Family Systems (IFS) Institute
  • Power of Awareness, Greater Good Science Center at UC Berkeley
  • Principles of Somatic Experiencing, Somatic Experiencing® Int
  • MS in Learning and Organizational Change, Northwestern University
  • BS in Economics from the University of Pennsylvania, Wharton School

Clients have included: Coca-Cola, Procter & Gamble, Google, Bolthouse Farms, Deloitte, Sbarro, Dig Inn, Cannondale Sports Group, AOL, One Equity Partners, iTW, Business Wire, Mocktail Club, Newmark Group, Amazon, and FwB.

Ready to move forward?

Say hello.