Great Leaders

Don’t Stay Who They Were

You’ve grown, but you’re still leading from an under-expressed version of yourself and —

It’s limiting your impact

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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.

THE IDENTITY MISALIGNMENT

You’re leading from an old identity.


You’ve grown, but you’re still showing up as a version of yourself that no longer fits.

That disconnect quietly limits your impact

PRESENCE

MISALIGNMENT

You’re being heard, but not felt.

You’re speaking up and contributing, but your presence isn’t landing with the authority it should when it matters most.

PRESSURE

MISALIGNMENT

You’re under pressure to have it all figured out.

The stakes are high, the visibility is higher—and vulnerability feels risky.

You’re expected to lead like you already have the playbook

OPERATING MISALIGNMENT

You’ve outgrown how you operate.


What once made you effective—speed, control, doing it all—is now burning you out.

To scale your leadership, something deeper has to shift.

If these misalignments sound familiar, it’s because you’re leading from an identity that no longer fits — and that’s exactly where the shift begins.

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

Here’s the 3-step path leaders use to shift identity and unlock next-level impact.

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.

Call out the identity you’ve outgrown—and define the one your next level requires.

Lead from the identity you’ve claimed.

Show up, speak, and decide as the leader you intend to be—so people feel the shift

Scale your influence and impact.

Once aligned, your presence carries further—building reputation across teams, functions, and the industry.

Meet Alison Arnoff

I know what it takes to lead through growth, pressure, and reinvention—because I’ve lived it.

I launched my career in tech with a Master’s in Electrical and Computer Engineering earned right out of college. Over the next 30 years, I worked at giants like Intel, IBM, EMC, and BMC, plus seven startups with six exits. From engineer to leader, I navigated IPOs, acquisitions, and high-growth chaos—gaining the scars and perspective that come with operating at the highest levels.

But the real lessons weren’t in the titles or the credentials. Every shift—engineer, sales leader, consultant, VC analyst, coach—demanded an identity shift. Sometimes I got it right. Other times I wrestled through it alone. Today, I help leaders accelerate the shifts I once had to fight for the hard way.

Beyond work, I’ve tested limits in other arenas—swimming with sharks, hiking for days on broken shoes, and surviving a near-death experience with only a 20–40% chance of leaving the hospital.

Those moments forged resilience, intentionality, and one unshakable truth: no one should have to navigate transformation 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 coach beyond performance. I catalyze identity.
I don’t let powerful people play small.
This is initiation into the leader your next level demands.

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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