It’s lonely at the top. But you don't have to do it alone.
Become a world-class CEO, scale your company, and stay sane in the process.
Get 1:1 CEO Coaching, Advisory and Tactical Tools from an experienced CEO who’s been in your shoes. Don't reinvent the wheel - master the strategies that Top CEOs use to accelerate growth and build a successful business.
45 minutes. Immediate value. No Commitment.
Featured On:
Get Promoted
Fast-track your rise to a Top CEO from Founder, First-Time CEO, COO, GM, or other leadership role.
Get Aligned
Master the key partnership dynamics: Visionary-Integrator, Board-CEO, Owner-Operator, and CEO-COO.
Get Confident
Get unstuck with expert 1:1 support and discover the critical CEO lessons you don’t even know you’re missing.
You’ve Always Been a High Achiever.
Now It’s Time to Level Up.
You’ve worked hard to get where you are today, but you know there’s another level and you’re ready to invest in yourself to get there.
Are a first-time CEO or senior leader responsible for scaling a company
Feel like there’s a gap between where you are and the CEO you want to be - but you’re not even sure what you don’t know.
Have found product-market fit and are now focused on scaling.
Are feeling lonely and burnout with your current approach and are looking for more support.
Are navigating a career transition, whether it’s stepping into a CEO role, preparing for an exit, or managing high-stakes stakeholder negotiations.
You’re the perfect fit for this coaching if you:
You’ve been listening to podcasts, reading books, and asking peers for advice, but now you’re ready for executive coaching tailored to you so you can achieve your goals faster, with more clarity and confidence.
Coaching is transformational. 70% of all exited founders have worked with a coach. But finding the right coach for you is hard.
"CEO Real Talk"
The things you can’t discuss with family or friends because they don’t understand and can’t bring up with your team/investors because they're conflicted.
I get CEO Real Talk because I’ve been there and I’m here to be a true thought partner.
What's Included
1:1
Coaching
Two 80 minute private coaching calls per month to dig into the most pressing areas of your business and career.
Unlimited
Support
Email, text, and voice note support between sessions.
Tactical
Resources
I will send you tactical write-ups, scripts and templates to complement and make the most of our live sessions.
Tailored
Preparation
I’ll ask you to prepare the most pressing topics for our session, but I know how busy you are. If you don’t have time, no worries - I do extensive prep beforehand to ensure we always have valuable topics to cover and unpack.
Strategic
Advisory
This isn’t just touchy-feely coaching that only asks questions. As a former CEO who’s scaled a business from 7 to 9 figures in valuation, I combine strategic advisory with coaching to drive real results.
Document
Reviews
I will provide templates and help you create key documents (board meeting decks, fundraising/pitch decks, owner-operator alignment documents, vision document etc.).
Let’s scale your business and set it up for repeatable and sustainable success.
Hi! I’m Lulu Liang.
No one teaches you how to be a CEO. I had to learn the hard way.
I didn’t take the traditional path to leadership - I went from management consultant to assistant to CEO in three years, figuring it out as I went. There was no training manual for leading a company, aligning a team, or making high-stakes decisions. I had to learn everything on the job - through trial and (a lot of) error.
Scaling, hiring, handling investor conversations, and managing the pressure of being at the top? It was overwhelming and isolating. The mistakes were costly, and the weight of responsibility was heavy.
Now, I coach first-time CEOs and operators so they don’t have to go through that alone. I help you develop the clarity, confidence, and tactical skills to lead and scale - without the second-guessing. I know the common pitfalls, the hidden challenges no one talks about, and how to navigate them, because I’ve been in your shoes.
If you’re ready to step into your role as a confident, capable CEO, I’ll be the coach I wish I had when I was thrown into the deep end.
Coaching Philosophy
This is how I coach and what I believe. These five philosophies shape my approach and the kind of partnership I build with clients.
1. Real World Experience, Not Theory You can’t coach a seat that you’ve never been in. I’ve been in the CEO seat. I’ve made the hard calls, scaled teams, raised capital, led turnarounds, and sold companies. I coach and give advice from lived experience, not theory. My clients often say, “You just get it.” This empathy, pattern recognition, and firsthand operational insight create trust and help you move faster with someone who’s walked the path before.
2. Client’s Best Interest First This isn’t a transaction. I play the long game and prioritize what’s best for you, even when that means ending or pausing our work. I’ve referred clients to other coaches, and I’ve helped them navigate decisions that didn’t serve my business but served theirs. I coach with honesty, discretion, and care because real transformation only happens when trust runs deep.
3. Best Practices Are Best for a Reason I don’t believe in reinventing the wheel when timeless frameworks already exist. Most challenges CEOs face are not new, and the right tools, applied with discernment, create faster, smarter outcomes. Strategy is knowing when to innovate and when to implement what’s already proven.
4. Structure, Accountability, and Drive Results Insight is only valuable if it leads to action. My coaching is highly structured. Every session is intentional, agenda-led, and results-oriented. CEOs often lack day-to-day accountability, and while freedom is valuable, it can also be a trap. I bring rigor with care, push when needed, and ensure you leave every session with clear next steps, key decisions, and forward momentum. Strategy without execution is hallucination.
5. Personal Growth Fuels Business Growth Your company grows at the speed of your self-awareness and personal development. How you lead, what you believe, and how you show up every day matters. I bring in tools from mindfulness, conscious leadership and emotional resilience to support the whole you. From burnout to breakthroughs, I’ve been through it and I’ve taken the time to do the inner work. Sustainable businesses are built by conscious leaders.
FAQs
I’m already so busy. Will this be worth my time? Yes. In fact, the busier you are, the more valuable coaching becomes. The highest-performing leaders don’t wait for more time, they invest in what gives them leverage. Studies show coaching delivers a 6x ROI, and in my experience, it creates momentum where there was once drag. I’ve been in the CEO seat and know how easy it is to put yourself last. But this work leads to clearer thinking, renewed motivation, faster decision-making, high performing teams and better leadership.
What are your fees? I don’t share my fees online, but they’ve never been an issue for the companies I work with. Coaching is the most accessible way to work with me, and my rates are in line with market standards for CEO and executive coaching. It’s standard for the company to pay for its employees to receive executive coaching. This is true even when the coaching includes both business and personal topics. Personal growth directly leads to business growth. The highest point of leverage in any company is its senior leadership, and indeed its CEO. Coaching is an abnormally high leverage way to invest in the development of those senior leaders.
Do you only coach CEOs? Most of my clients are CEOs or founders, but I also coach senior leaders stepping into C-suite roles, operators managing scale, and high-potential execs preparing for CEO transitions. If you're an executive responsible for scaling a company, even if you don’t hold the CEO title yet (such as a COO, President, GM, or Head of Ops), there’s a good chance we’re a strong fit. I also offer CEO Coaching+, a premium version of my coaching program designed for founders who are preparing to step out of day-to-day operations and want to successfully transition leadership to a new CEO or operator. This engagement includes coaching for both the founder and the incoming CEO (often an internal candidate), with a focus on alignment, succession, and setting the new leader up to succeed. CEO Coaching+ includes everything from CEO Coaching plus: - Unlimited support and coaching for both the Founder and Operator - 1x monthly Founder + Operator Alignment call (80 min) - 1x monthly Founder Coaching call (80 min) It’s built for founders who want to stay involved at the board level, ensure a smooth leadership handoff, and support the development of a high-performing new Operator.
How long do clients typically work with you? My priority is always to ensure ongoing value for my clients. On average, my current clients have been with me for 6 months to over a year, with some still ongoing. I ask for an initial 3-month commitment, after which you're free to continue for as long as you like.
What topics might we cover together? Our work will focus on the challenges and opportunities most relevant to you—across leadership, company growth, and personal development. Here are some of the topics I’ve helped clients navigate recently: - Getting promoted to CEO -Strengthening the Visionary/Integrator partnership and achieving true alignment -Planning for succession and making the business less dependent on them -Raising millions in funding -Building high-performing teams and people systems -Revamping goal-setting and OKR processes -Managing burnout and anxiety, and rediscovering passion for the role -Creating a compelling 5-year vision that the team can rally behind -Clarifying their zone of genius and realigning their role -Preparing for and leading a successful exit I also coach my clients on The Linchpin Team Method™. The most common feedback I get from clients is “You just get it” and that I help them get unstuck and inspired with strategy and tactics.
How does your coaching process actually work? The coaching experience is designed to be transformational, for both you and your company. Here’s what it looks like: Phase 1: Fit & Complimentary Session We’ll start with a 45-minute complimentary coaching session where we dive into your biggest challenges and the gap between where you are and where you want to be. You’ll walk away with immediate value, clarity, and actionable next steps. This session also helps both of us evaluate fit. I only take on clients when I believe we can create real, measurable value together. Phase 2: Align on a Definition of Success If we decide to move forward, I’ll send over a short prep form and the agenda for our first call. We’ll align on 1–3 clear goals, define what success looks like, and surface the key issues standing in your way. Phase 3: Ongoing Coaching We’ll meet twice a month for focused 80-minute sessions. Every call is driven by what’s most important or urgent for you at the moment. I’ll help you get clear, make decisions, and apply relevant strategies and frameworks. I prepare deeply for each session to ensure you’re getting high-leverage insights—even when you’re unsure what you need most. You’ll also have access to me between sessions for advice, document reviews, and support. Phase 4: Finish (or Begin Again) At some point, you will either achieve your Top Goal or realize that you actually want something else. Either way, this is an opportunity for us to regroup, celebrate progress, and align on what’s next. What I Ask From You: -Come prepared -Be honest -Commit to the work This structure sets the foundation for deep, high-impact transformation.