Shouldn't I know how to do this by now?

Sometimes the hardest promotions aren't about responsibility—they're about identity. It often shows up with scientists, researchers, and technical experts who have become leaders. If you're second-guessing every decision, you may be trying to solve leadership like a research question.

What does a session actually look like?

A conversation. Usually an hour to ninety minutes. No presentation, no homework, no performance. Just somewhere to put the things you're thinking about.

Can we do coaching while walking?

Yes. Sometimes by phone, sometimes side by side in person in Verona, Italy or across Europe. Moving through a landscape while thinking changes the conversation.

Do you have to know what you want before starting coaching?

No. Uncovering what you actually want rather than what looks good on paper is often the core focus of the coaching partnership.

Who’s asking?

You should probably know who's asking the questions.

I’m Jason. I spent more than twenty-five years building brands.

Then I spent a long time quietly wondering whether I was still building the right life.

At fifty-three I changed careers and became a coach.

Looking back, it feels less like reinvention than recognition.

The questions had been there all along.

Who's asking | Jason Peter Edwards Coach — kLae Coaching

Because I've learned that thinking alone and thinking with someone who isn't invested in your answer are two very different experiences.
I'm not here to tell you what to do.
I'm here to help you hear yourself clearly enough to decide.
- 25+ years helping people think creatively under pressure.
- ICF-trained coach.
- Former international creative director.
- Coaching online, outdoors and in person from Verona, Italy.
- Built for people who think for a living.
For more than two decades I worked in design and art direction.
I built brands, led creative teams and taught at top London design schools.
That work taught me something I use every day.
Good design begins with better questions.
So does coaching.
Quiet.
Curious.
Practical.
I won't give you homework for the sake of it.
I probably won't tell you what to do.
I will notice things you might not have noticed yet.
They do.
I'm an ICF-trained coach, and I continue developing my practice through supervision and real coaching conversations.
The qualification got me started.
The conversations keep teaching me.
- Book a conversation.
- We talk. Usually for around 30 minutes.
- If it feels useful, we decide what makes sense next.
- Then we begin.
The first conversation is free. If we decide to work together, there are a few ways to begin.
Clarity Session
One 90-minute session — €220
Three-month partnership €500/month · two 90-minute sessions/month
For when one conversation isn't enough.
We work together over three months, giving you time to think, test things, make decisions and come back to what matters.
Two conversations a month. No programme to complete. No prescribed outcome.
€1,500 total
Six-month partnership €450/month · two 90-minute sessions/month
For questions that need a little longer.
Six months gives us space to stay with something as it changes — a decision, a transition, a role, a relationship, or simply a sense that something needs to be different.
Two conversations a month. We follow what's useful.
€2,700 total
Twelve-month partnership €400/month · two 90-minute sessions/month
For ongoing thinking.
A year gives us the space to work without rushing towards an answer — to notice patterns, make changes, try things out and return to the conversation as life moves.
Two conversations a month. No fixed destination.
€4,800 total
Team & leadership coaching
For teams, founders and organisations — from €3,000
Coaching can also happen outdoors — walking, cycling or through a retreat.
These are bespoke and priced by consultation.
There’s no minimum commitment.
We’ll keep checking that the work is useful.
No pitch.
No pressure.
Just a conversation.