Relational Coaching for Self-Belief


Hi, I'm Iacob


The Coaching Scene

A mini-podcast taking a candid look at coaching relationships. With Kruti Shah


'To inspire us to feel so that we experience connection.'

This is my Why. This is the thing that drives me. To coach and to write.

Feeling and sensing have always been my primary ways to engage with groups, learning and relationships.

For a long time, I’ve struggled to appreciate and understand the value in feeling. When others said to me 'I wanted to speak to you because there's something vulnerable about you’, it made me see it all differently - feeling as something that could be valuable and even desired. When I talk about feeling, I refer to being present with an emotion to the best of our ability. And sometimes sharing this with others.

For years I’ve attempted to practice clowning. I joined clowning workshops, acting and dancing classes. I visited clown museums and ran ‘finding your clown’ experiments. The relationship between feeling and clowning is well summed up in this quote: ‘Clowning is about being able to laugh about the things that hurt.’ - David Shiner

The clowns I remember are the ones that bring a room of us into connection with the things that make us more alike each other. The kinds of things we’d find hard to admit about ourselves, by ourselves. Simple day-to-day things and big, life-changing things. The kind of performance I leave with a sense of having been seen, with kindness. Seen in my imperfection with a lightness that transforms that imperfection into the precise reason I bring so much value to the world and other people. 

And isn’t that what coaching is about, too? To inspire so much self-kindness that we wouldn’t even want to be anyone else other than ourselves? To inspire us to connect to things about us that, in our less generous moments might seem like things to fix, and experience them instead as wondrous, lovable and even necessary.

We come to coaching for change. And my experience so far tells me that change involves a change of heart: ‘a move to a different opinion or attitude’. Our language is telling: our bodies, our feelings, our hearts are part of change. Making a decision, changing a job, moving countries - they all involve a move to a different attitude and also, to varying degrees, a move through a spectrum of emotions. Which, if patiently navigated, delivers us onto the other side of change-making, not only with our outcomes achieved, but hopefully with kinder, more patient hearts.



Responsive Model

I was trained in the GROW coaching model, that uses goals and vision as material for momentum. I retain elements of this process, whilst letting your ways of working and being define the coaching programme structure and goal-setting.

Integrative Presence

I take your lead in working with mind, emotion, and body. I support you to acknowledge where you're at to support useful forward movement. Naming the now can lead to greater clarity, motivation, momentum and creative thinking.

Relational Coaching

Coaching is a relationship that relies on both of us to enable growth and change. Paying attention to our dynamic and how we work together contributes to an honest and respectful partnership. I share my thinking openly and show up as myself.

Co-Designed Process

From working in human-centered design I bring a co-creation mindset to coaching programmes. I invite you to be an active participant in both how we work, as well as the tools and interventions we use. Doing this through open dialogue throughout.

Below you will find tools I use in coaching, as well as further information about my coaching philosophy, coaching safely and a roadmap to our work.


What we'll talk about



Plan a transition and manage the tasks that come with endings and beginnings.



Think and feel through decisions, life choices to foster integrity.


Pragmatic Dreams

Get structure and encouragement to follow through on your goals.


Collaborative Case Studies

Who are case studies for? Whose lenses and whose worldviews do we use when we evaluate outcomes? An exploration into measurement in partnership.

These case studies were co-written with three coaching colleagues, Kirsty, Dave and Kruti. Our intention was to bring both people involved in the coaching to authoring the evaluation of the coaching experience. With two aims: a) to center the voice of the person doing the change-making; b) to capture the elements of a coaching experience that are immeasurable, yet deeply valuable: felt experience, rapport & trust, the third space.

Kirsty’s Leap, with Kirsty Elderton: Enjoy Kirsty's coaching experience explored through creative writing. An exploration of the Catch 22 of pursuing clarity.

Complicité, with David Heinemann: A video collage capturing reflections on coaching collaboratively, being activists for our planet and staying awake to our body.

The Coaching Scene with Kruti Shah: a mini-podcast taking a candid look at coaching relationships. With Kruti Shah.


Values as Coach


I see my training as Coach as ongoing. I combine a self-directed approach to learning with formal education. I reflect on learning from coaching through therapy and supervision. I believe in staying up-to-date with current global knowledge of coaching and thinking critically about my coaching practice and its impact on the people I work with.


I see the coaching relationship as a partnership and I strive to work collaboratively. I do this through sharing the coaching process and being transparent about methods and tools I employ. I share myself genuinely and expose my thinking process, inviting healthy disagreement and an open ongoing assessment of the partnership.

Curiosity & Complexity

I value multiple perspectives, divergence and paradox. I strive to create the space for conversations that are open to difference of ideas, viewpoints, and the possibility of holding two differing realities in mind/heart at the same time. I believe in celebration as well as in grief and mourning. Beginnings as ends and vice versa.

Long-time Change

I believe there are elements of a coaching experience that can have lifechanging effects on our personal growth. At the same time, I believe that coaching can nudge us into 1% behaviour shifts that can positively alter our experience of right now. Career changes and personal life transitions are moments in time, personal growth is lifelong.


Work with me

"In a world of supposed scarcity, Iacob has been an island of abundance." - Dave Heinemann, Facilitator

Free Informal Chat

Explore whether coaching might be a useful tool for you right now.

This is a free 45min informal call to get to know each other, explore whether coaching is right for you, and whether we'd match well to support you in moving forward. We can also use part of this time to do a bit of coaching.

The Creative Coaching Project

A coaching programme with a creative twist. A blend between coaching and art.

The Creative Coaching Project is a standard coaching programme with a creative output that captures the learning acquired in coaching. This output can involve any creative medium of choice: singing, dancing, writing, video etc.

We'll agree rates in conversation. I am keen to make my services accessible whilst leading a sustainable business. To this end, I also offer payment in instalments.



Originally from Romania, I’ve lived in the UK for 10 years. Last year, when the pandemic started, I returned to Romania temporarily, and have since been coaching online and internationally. 

I am an Associate Coach with Learnest in the UK and Simply Coaching in Australia. Previously, I've worked in social enterprises designing user-centered services (FutureGov, Snook), peer-to-peer learning programs (Enrol Yourself), and podcasts that amplify youth voices with WADUP.

My journey with personal development work started seven years ago when I began therapy and coaching. That's when I connected the dots between my inner work and the quality of change-making I led. I see coaching as a tool for self-awareness, partnership, and putting values into action.


When I started working with Iacob I had a rough idea for a mental health business. At the end of the six months, I had a business with paying customers.

I was frustrated with a lack of purpose in my day job, and I wanted to build a business. Iacob helped me to unpack what wasn’t working in my day job, and think about what I wanted to do with my business.

Each month we mapped out goals for me to achieve by the next session. They helped me make these goals small and realistic, but also challenging enough that I was growing. The reason I was drawn to working with Iacob is their background in design, making, entrepreneurship. I felt their understanding of those areas helped me with what I was trying to do.

I’d recommend working with Iacob if you’re stuck in a rut in life, or have a big idea and don’t know where to start.

Charlotte, Service and Interaction Designer

6 months later

In people's words:

‘I quit my boring job! Coaching gave me a lot of confidence and helped me think about the options outside of the job. It helped me focus on the present and the future I wanted, rather than dwelling on mistakes from the past.

Our coaching work still gives me confidence today to pursue starting a business.'

- Charlotte, Designer + Entrepreneur

'My main professional goal was to become more confident in a job search process that I was going through at that time, and ultimately to find a job. The mapping exercises & visualisation of the existing skills helped me redirect my thoughts into my strengths (instead of worrying about the possible lack of experience in many areas).

I found a job 3-4 months after we finished our sessions.'

- Dominika,  Designer + Researcher



What does a coach do?

A coach focuses on supporting people to set goals and take practical action in their career and personal life. This process involves problem-solving, setting actions, reviewing them and evaluating progress. The coach provides active listening, challenge, perspective and encouragement.

Do I need coaching or therapy?

There are some similarities between coaching and therapy. Coaching is generally geared towards actioning desired personal and professional goals. Therapy is instead aimed at making conscious internal conflicts and accessing and feeling to enable emergence of new patterns of behaviour.

What is your theory of change?

I believe we grow and make changes to our lives when we are seen, accepted and believed in. In coaching as trust is built, connection sustains growth. The conversation takes place firstly at an affective and embodied level, which then becomes the foundation for goal setting and evaluation. I subscribe to principles of the PTM Framework.

Do I have time for coaching?

How important is it for you to be in coaching right now? (from 1-10)/ Do you have the time and energy capacity to spend 3-5hrs per week on coaching?/ How will you manage the emotional/intellectual effort that is needed for coaching?/ Can you attend regular sessions and plan 1hr before and after each session to prepare, reflect and plan your actions?

What are your qualifications?

I completed a two month coaching course with the MOE Foundation in London (2019) and a one day Mental Health Aware & Suicide First Aid training with Mental Health First Aid England (2020). From Aug to Oct this year I will be training with Simply Coaching on their ICF-accredited coaching course

How effective is coaching?

I am committed to coaching programmes designed for effectiveness. This starts with co-designing a coaching programme tailored to your goals, resources, learning and feedback styles. Before working together we discuss how we will evaluate our partnership aand your goals.

Could we be a good match?

Words to describe my coaching approach: relational, integrative, responsive, collaborative, developmental. And my coaching style: intuitive, organic, process, flexible, emergent. My approach works well for those interested in process and less well for those who work primarily analytically.

What ROI can I expect?

Immediate return on investment will be clarity into your situation and next steps. Short-term: Accompaniment, Perspective, Accountability, Re-energised vision, Encouragement, Creativity;
Long-term: Growing self-presence, self-respect, integrity and balance in relationship.


Get in touch:

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