Sonny Franco
I grew up on a farm in Africa, surrounded by wide open spaces and a life that demanded resilience and adaptability. From an early age, I found myself questioning beliefs, cultural norms, the so-called “rules” that others seemed to be able to accept more easily. This curiosity often led me to step outside my comfort zone, embrace uncertainty, and navigate change.
That willingness to explore has taken me far, literally. I’ve lived in seven different countries and experienced a range of profound, life-changing moments along the way. Each of these chapters has reinforced my view that real transformation comes from within.
One of these life-changing turning points came when I became really stuck in life and work, and started to work with a coach myself. Until then, my reflections were often a reaction to what had happened, beliefs I’d inherited, experiences I hadn’t fully unpacked.
Working with a coach shifted my focus. Instead of only looking back, I began looking inward and forward.
Instead of asking, “Why did this happen to me?” I started asking, “Who did it make me" and “Who am I becoming?”
And most importantly: “How can I choose to empower myself, consciously, courageously, and with compassion to become who I want to be?”
That moment changed everything. I accepted who I was, and and chose to create my life from that place and from my inner wisdom. This view also informs my approach to coaching.
I am a certified Insight Coach Practitioner and have more than 15 years corporate experience.
Insight Coaching is coaching from a different perspective: creating the space for clients to discover their own truths, rather than imposing solutions.
Most people resist advice they’ve had no hand in shaping. Adler taught that we are motivated not by our past, but by the meanings and purposes we create for ourselves. In this light, the role of the coach is not to fix, but to help clients see more clearly, about themselves, their patterns, and the life they are choosing to live.
In Insight Coaching, we “show up empty”, without judgment, without the urge to diagnose, and without attachment to an outcome that we believe is best. We listen deeply, ask courageous questions, and allow silence to do its work. Through this presence, clients experience their own insights, and from these insights, lasting change naturally follows.
True transformation happens from the inside out. When a person sees a new possibility for themselves, they no longer need to be pushed, they move forward because they want to. In Adler’s words, they develop the courage to live in alignment with their unique purpose, and in doing so, they grow not only for themselves, but for the benefit of others.
Growth isn't about adding more; it's about seeing more clearly. My approach helps you cut through complexity and uncover what truly matters.
Coaching is a space of full attention and deep listening beyond words, into the heart of what truly matters to you.
Breakthroughs happen when the right questions are asked. I use thought-provoking inquiry to help you see new possibilities and perspectives.
You already have the answers within you. My coaching helps you access and trust your own deep knowing. Someone there to support and enhance your performance.
Coaching is’t just about fixing challenges it’s about creating meaningful, sustainable transformation in how you think, act, and lead.
Real growth comes from exploration, not force. I hold space for you to discover insights naturally, without pressure or predefined results.
The best coaches never stop learning. I continually refine my skills, deepening my ability to serve you with the highest level of coaching mastery.
Coaching is more than a profession it’s a calling. I am here to help you create meaningful change in your life, work, and relationships.
Coaching should be real, honest, and aligned with your values. I bring authenticity and integrity to every conversation, ensuring a safe and trusted space for transformation.
Book a free 20 minute call to explore what I offer.
I'll reach out to confirm bookings.
I am a certified Insight Coach Practitioner.
My certificate with my official name is available here.
Take a look at my CV.
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