Great Leaders
Don’t Stay Who They Were
You’ve grown, but you’re still leading from an underexpressed version of yourself.
That misalignment is limiting your impact.
You can’t create next-level impact with a past-level mindset.
As Featured In...
You’ve done the work. Earned the title. Built the track record.
But your impact still feels limited—
and you can’t quite name why.
You’re leading from an old identity.
You’ve evolved—
but you’re still leading from a version of yourself that no longer fits.
That misalignment is holding you back.
You’re being heard, but not felt.
You’re in the room, speaking up, contributing.
But your presence isn’t landing with the weight or authority it should.
You’re under pressure to have it all figured out.
The stakes are high, the visibility is higher, and vulnerability feels risky.
There’s no playbook—but you’re expected to lead like you have one.
You’ve outgrown how you operate.
What made you effective—speed, control, doing it all—
is now what’s burning you out. To scale, something deeper has to shift.
Dare 2 Be Coaching empowers growth-minded leaders to meet the demands of their role—with confidence, clarity, and results.
You’ve already accomplished a lot—and that’s exactly why the stakes are higher now.
At this level, success isn’t just about what you know. It’s about how you lead.
Even the most experienced leaders reach a point where doing more isn’t the answer—
growing differently is.
With Dare 2 Be as your Champion and Challenger, you will:
Close the hidden identity gaps that are quietly limiting your influence and growth
Expand your presence and impact across teams, functions, and the organization
Communicate with confidence and authority that makes people listen, not just hear
Lead in alignment with the outcomes your role—and your company—demand
Dare 2 Be Better.
Dare 2 Be More.
Dare 2 Be Coached.
The Identity Shift Framework
Transformation doesn’t happen through tactics. It happens through identity.
Ignite
Define your leadership vision and identify gaps for success. We’ll create a value map that aligns your goals and enables purpose-driven decisions, giving you the clarity and confidence to thrive in your role.
Embody
Build the key skills and mindset needed to excel. You’ll enhance executive presence, boost visibility, and strengthen communication to lead effectively. This phase breaks barriers and prepares you to lead with authority.
Amplify
Execute your strategies and tackle challenges. You’ll refine your leadership, achieve measurable goals, and turn growth into lasting impact for both you and your organization.
Name what’s true. Drop what no longer serves.
This is the moment to stop carrying forward an identity that no longer fits the leader you are today.
When you release what’s outgrown, you make space to define and claim the identity required for the impact you want.
Lead from the identity you’ve claimed.
This is where the internal shift becomes external.
How you speak, decide, and take up space changes — and people feel the difference.
Every action begins to align with the leader you are choosing to be, not the one you’ve outgrown.
Scale your influence and impact.
Once you’re leading from alignment, your voice and presence carry further.
This is where you expand your reputation across teams, functions, and the broader organization — and step into the industry-level influence your role now requires.
It’s not just about doing more; it’s about magnifying who you are.
Meet Alison Arnoff
I know what it takes to lead at the highest levels—because I’ve done it, survived it, and reinvented myself through every shift.
For 30 years, I built my career in tech—at giants like Intel, IBM, EMC, and BMC, plus seven startups with six exits. From engineer to executive, I’ve navigated IPOs, acquisitions, and high-growth chaos. I hold a Master’s in Electrical and Computer Engineering and multiple coaching certifications, blending rigorous problem-solving with proven frameworks for leadership growth.
But credentials alone don’t tell the story. Every career shift—engineer, field support, sales, leadership, consultant, coach—demanded an identity shift. Sometimes I nailed it. Other times I stumbled. Each lesson fuels how I help leaders today: accelerate the shifts I once had to wrestle through alone.
I’ve also tested limits outside the boardroom—swimming with sharks, hiking for days on broken shoes, and pushing through odds that included surviving a near-death experience with only a 20–40% chance of leaving the hospital. Those moments taught me resilience, intentional living, and the power of never doing it alone.
That’s why I founded Dare 2 Be Coaching: not to hand out leadership tips, but to challenge high-performing leaders to step fully into who they are.
I don’t coach performance. I catalyze identity. And I don’t let powerful people play small. This isn’t support. This is initiation.
What Some Of My Amazing Clients Have To Say
"Alison’s brand of Exec Coaching is worthwhile. Hire her.
Working with Alison helped me grow as a more respected, effective, and happier leader in all aspects of my life – not solely in my professional career. She has helped me drive change in my career outlook and trajectory, and has done so to a degree I hadn’t expected from any form of coaching.
I find myself more present, direct, connected, and engaged with others regardless of the setting. And I find myself unconstrained – free to deliver value and impact where I see it is needed – across my professional and personal life. As a result, I’m not just a stronger professional, but a far better father and husband. It’s a great feeling.
I can’t thank Alison enough!""
Andrew Meade
VP Sony Pictures Entertainment
"Alison and I clicked the moment we met. She is an exceptional executive coach who has made a significant impact on my professional growth and development. Her expertise and guidance have been invaluable. Alison's deep understanding of the business landscape, coupled with her empathetic and insightful approach, sets her apart as a coach. She has a remarkable ability to ask the right questions, helping me gain clarity and uncover new perspectives on various challenges I faced in my role.
Alison's magic is her commitment to her clients' success. She invests the time and effort to truly understand their unique needs and tailors her coaching approach accordingly. Her genuine care and support have empowered me to overcome obstacles and achieve my goals. "
Hallie Lorber
Vice President of Marketing Rowdy Energy
Stepping from a Technical and Operational Leadership role into the CEO seat was always going to be a challenge. Uncertainty around Sales and Marketing, a bit of imposter syndrome and needing to interact with highly experienced people leading one of the largest US companies meant I needed some support.
I had been following Alison’s posts on LinkedIn and connected up and we set up a schedule. All I can say is that She is Amazing! From the outset she could read my worries and concerns and over the course of a few months had tuned my mindset to utilize the strengths I already had and increase my confidence.
She really is the best I have come across in this field and I will continue to work with her. I cannot recommend her enough for both new and seasoned C-Level executives.
Thank you Alison, you are amazing!
Richard Adams
CEO Hygiene IQ
My Mission
At Dare 2 Be Coaching, I work with high-performing leaders who know they’re capable of more—and are ready to step fully into it. My mission is to be both your Champion and Challenger: turning down the noise of self-doubt, amplifying the identity and strengths you already have, and guiding you to the impact you’re meant to create.
I believe leadership isn’t just about performance—it’s about who you choose to be. With Dare 2 Be Coaching, you don’t navigate that shift alone. You’re supported, stretched, and equipped to lead with confidence, presence, and power.
Maximize Impact in your New Role
"Our 12 Don’ts of Leadership: Key Mistakes to Avoid for Thriving in Your New Role" guide reveals the most common pitfalls seasoned professionals face and how to avoid them. With practical insights, this guide provides a clear roadmap to elevate your leadership, foster stronger relationships, and accelerate your results.
Download the guide now to ensure your next steps lead to lasting success and influence.
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Get In Touch
Feel free to get in touch with me regarding any questions you have about working together or how I can further help you.
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