Leadership and Executive Coaching

Leadership and Executive Coaching

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Ricci Mann Victorio, MCC, CPCC, CSP

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  • Master Certified Coach (MCC), International Coach Federation
  • ICF San Francisco Bay Area Coaches, President 2015 - 2019, Past President 2019-2020
  • Certified Professional Co-Active Coach (CPCC), Coach Training Institute
  • Certified Succession Planner (CSP), International Succession Planning Assoc.
  • Professional Dynametrics Programs (PDP) Trainer, Mentor & Licensed Rep
  • Bachelor of Arts & Masters Graduate Studies, Improvisation, Theatre Arts, Directing, Dance, San Francisco State University (kudos to SJSU & UCSB)
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Welcome to Coaching!
I am a Master Certified Coach (MCC) through the International Coach Federation, and Certified Professional Co-Active Coach (CPCC) through the Coach Training Institute and have been coaching individuals for 25 years. I coach a variety of business owners, executives, leaders, professionals and creative individuals from all over the country to help them achieve their goals & objectives. Sometimes it is within their existing work environments, and sometimes it is to help them identify and implement a change they want to make in their lives. All coaching is done remotely via Zoom. 

You will not find many coaches certified in coaching business owners through the challenges of succession planning. I provide leadership and executive coaching combined with a unique training approach in building synergistic teams and change management systems for organizations preparing for or going through rapid leadership change. Also a big part of my work with small businesses is in coaching and training their teams how to communicate and work together more effectively; defining clarity in the vision, strategic direction and purpose for the company & individuals involved; I provide tools for training in leadership, communication, hiring & motivating employees; and most importantly focus on building trust, respect and accountability.

With a rare combination of experiences - coaching actors through improvisational training for 25 years; running my own business since I was 24; diving into the business environment of succession planning and becoming a Certified Succession Planner (CSP) to work alongside financial planners, attorneys, CPAs, and other business transition professionals for 20 years; and then as a Master Certified Coach and Professional Dynametric Programs Professional (PDP) Trainer and Mentor. This wide array of experiences allows me to move between the creative, analytic and strategic very easily.

Most business owners that I work with have these common issues - they are experts in their field, but not as good in motivating, communicating and being able to redirect people for positive improvement. It is the core focus, no matter if we are working with a family business who is also looking at succession planning, or working with a team that wants to enhance the way they are performing together.


I love to coach small business owners and their teams.
I enjoy it because we work closely together with leadership to design the objectives, process and outcomes; coaching the business owner, managers & staff, individually, in their various work groups, and as a team. This is a great environment for bringing a team together, where they can experience a more round leadership model (rather than hierarchical, or top down) - which allows everyone to become aware that they are leaders at all times - it just depends upon where they are needed. Are they leading from the front? Side by side? Coaching from the back? It has created such profound growth for each of our clients - performance improves, morale goes up, retention improves, employee communication, understanding of expectations and therefore accountability starts from within. The model of The Boss holding everyone accountable is an old, tired paradigm of leadership.

My passion is in the transformation of leaders and their teams to move from simply working well together, to experience being "in a creative flow" - performing their tasks with ease, joy and clear understanding of the WHY they are doing it.

Once we understand WHO is the team, the WHY for the company and the individuals working together, it becomes easier to create the HOW we do things and WHO do we need/want to bring into the team. So, it also makes hiring the right people easier, and it usually helps to attract the kind of people you want.

I love making a difference for individuals and organizations. And what is amazing to me, is that it's not that hard and doesn't take that long, if everyone is engaged, feels safe to speak their truth and trusts that ownership is genuinely committed to change.
What are my Superpowers?
It’s funny, but I get asked this all of the time! I am creative, intuitive and empathic, which provides a sort of shorthand for creating a safe space to be vulnerable and consider our deeper truths. Wrapped around these abilities I have an unshakable confidence that we will achieve our desired outcomes because of two powerful beliefs.

There is no such thing as failure, and there are no coincidences in life.

You cannot fail if you learn from every experience, even ones where the outcomes fall short of your expectations. And the universe is constantly throwing opportunities at us! Without a vision, a clear understanding of what we want, we tend to talk ourselves out of pursuing these opportunities - out of fear of failure, not enough time, the “imposter syndrome,” or of not feeling worthy. Without knowing what we are looking for, we might not even see the opportunity and completely miss it!

Open your eyes, dare to ask for what you want, and seize it!

This is the space I hold fiercely for you as my client. By focusing on you, the Human, and not the issue or problem to solve, we can define a clear picture of who you want to be and what you want to experience in your life. Once we have this clarity, then we can dive into creativity to design how to get there. This is where transformation takes place.

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What is a Master Certified Coach?


Different from an Advisor or Consultant, a Master Certified Coach is a catalyst who evokes transformation in a collaborative, curious conversation by using a laser-focused approach that moves our clients forward in a profound way. The ICF Master Certified Coach (MCC) credential represents the highest level of achievement in coaching and requires thousands of documented coaching, mentoring and training hours. Here are some interesting statistics: out of 58,000 ICF certified coaches in 163 countries, only 4% of all certified coaches are MCCs, and to date, there are only 2,345 MCCs in the world!

Why did I become an MCC?
After spending the first part of my career as an improvisational performer and acting coach, I became curious about where actors get stuck when performing and in advancing their careers. So I spent some time developing a unique process, a Breakthrough Workshop designed to get actors unstuck. It created profound outcomes for my students, which then pulled me into the world of coaching business leaders and their teams, for the same purpose. It opened my eyes to the larger impact coaching could have - not just for the individual, but a team, organization or community. I spent a great deal of time listening, being mentored and reading everything I could about this kind of coaching. After experiencing a high level of success, and nearly 20 years into my coaching career, I started yearning to discover what was next for me?

The MCC coaching style is quite different from advising business owners or coaching actors. However, there are many aspects that foundational link these activities because we are, after all, Humans! Achieving my MCC was a challenging 12-year journey that redesigned the way I work and be with my clients. I feel this is a Capstone in my lifetime journey towards mastery as a coach.


Ricci Mann Victorio, MCC, CPCC, CSP is a member in good standing with the International Coaching Federation, and adheres to their Code of Ethics, as posted on their website at www.coachfederation.org

What is a CPCC?


A CPCC is a Certified Professional Co-Active Coach, trained by the Coaches Training Institute and recognized as the world's premier coaching institute. The Co-Active approach balances self-awareness, a keen agility with relationships, and courageous action to create an environment where individuals can be deeply fulfilled, connected to others and successful in what matters most.

The “Co” in Co-Active suggests relationship, connection, intimacy and collaboration. Thus, the “Co” in us is curious, listens deeply, hears nuance, holds space for others, intuits and nurtures. The “Active” in Co-Active stands for power, direction, action and manifestation. So, the “Active” in us is courageous, has clarity and conviction, takes charge and achieves goals.

The transformation happens in the collaboration between “Co” and “Active” — action that arises from presence, deep relationship and context…and presence that is channeled into dynamic action and contribution. Balancing and blending these energies allows us to move out of an “either/or” paradigm into a “yes/and” paradigm.


What is the difference between coaching, consulting and therapy?

Professional Coaching is a professional partnership between a qualified coach and an individual or team that supports the achievement of extraordinary results, based on goals set by the individual or team. Through the process of coaching, individuals focus on the skills and actions needed to successfully achieve their goals.

Consulting approaches vary widely, however, there is often an assumption that the consultant diagnoses problems, prescribes and sometimes implements solutions. The coaching relationship assumes that individuals or teams are creative, resourceful and capable of generating their own solutions, with the coach supplying supportive, discovery-based approaches and frameworks.

Therapy is different from coaching. In therapy, one “works to achieve well- ness,” whereas in coaching we focus on action - increasing capacity and reaching goals. The coach is there to help the client achieve results. We help clients to create a strong action plan to move forward and set personal and professional goals that will create their desired outcomes.
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    Ricci knows how to reach people where they are. She creates a safe place where one can dream and think and plan. And then what she does next is so critical and so rare, she nurtures the fragile ideas. She helps strengthen them and gently shepherds them from idea to plan to steps in the plan. And then, somehow, you are moving along in your 5-year plan and have goals and are taking steps to achieve them! The key thing is she understands that in order for it to be your 5-year plan, it has to have your buy-in and reflect your skills and visions. And it also has to realistic and fit the business. Having a coach who can help you on a path for authentic growth for yourself is a wonderful thing indeed.
    L.R., San Francisco, CA
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    Ricci's ruthless compassion keeps our sessions on target with a declared goal in mind. Sometimes we discover magic in our time together, unearthing old belief systems which have kept me stuck for years; other times we steamroll straight ahead into a dilemma that is occurring right before us. The small treasures are those moments when, together, we wed the old me with the new me and have them actually talk with each other.
    K.B., Naples, FL
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    There have been a few times in my life when I realized that, in order to push through a barrier to reach the next level on my journey, I was going to need to bring in some assistance. Twice now, I have achieved the clarity, plan and motivation I needed by partnering with Ricci Victorio. The first time was many years ago when Ricci was facilitating Breakthrough Weekends. I was at a crossroads, I needed to make a big decision, by the end of that weekend, and that experience, led by Ricci, I was certain of my path forward and I executed it. Fast forward 15 years and Ricci is still helping people clarify their goals and break through barriers to achieve them. I reached out to her again. Through incredible professionalism, organization, wisdom and insight I am once again on a more certain path due to our work together.
    K.W., Chicago, IL
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    Ricci and I worked together in a professional coaching capacity for about 1-1/2 years. During that time period, we went over my ProScan Personality Styles, discussed what my 3-5 year professional goals were and identified what roadblocks might prevent me from achieving those goals. Then we developed strategies for dealing with those roadblocks including building on past successful tools as well as development of new tools that are actually doable given my life experience. The result is very satisfactory in that not only do I believe I have a plan as to how to achieve my goals but I also have a toolbox of strategies that I actually believe will work. The sense of confidence is there.
    S.B., San Francisco, CA
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    Ricci has been a pivotal part of my transformation. She led me from a glimmer of maybe I will become a coach, to achieving being a certified coach, owning my own practice and traveling the nation doing workshops, in less than a year. She made me accountable for my truth and allowed me to experiment and grow without judgment and always walking beside me. She was always able to move me forward in each session and held a safe space for exploration. I KNOW that I would not be where I am today without her.
    J.D., Orlando, FL
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    I had dreams and visions and a desire to want to accomplish great things in my life one day, but I did not know how to get started. I did not know how to move forward on my own to live out my dreams. Then I realized one day that I needed a life coach to help me sort out some things in my life and help me figure out how to dump the garbage to reveal the gold nuggets. Ricci Victorio is helping me to do just that! I am now soaring to heights that I did not realize were possible! Since my connection with her I have been able to set appropriate boundaries with my spouse. I have taken on so much courage to conquer some things that I use to be afraid of.
    D.F., San Francisco, CA

Located in San Francisco Bay Area
Serving clients in the US and Canada

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