Who am I

Hello! I am Aiste Anna Johnson, but my clients simply call me Anna. I am an international Executive and Life Coach with a background in law going back nearly two decades. I know both the corporate world and private practice with all their challenges and opportunities. Having seen the benefits of coaching in my own life, I now help others to create and thrive in lives they truly want and love. My action-orientated coaching combines tools, processes and models from world-renowned coaching experts combined with my own experience of overcoming struggle. Along with my passion for personal development, my interests also lie in DISC Personality Profiling, Neuro-Linguistic Programming, and Mindfulness. 

My clients  come from various backgrounds, they are executives, entrepreneurs, business owners, writers, artists, stay-at-home parents, healthcare professionals and even RAF pilots! I believe that coaching has the potential to change everyone’s lives for the better. 

If you are feeling hesitant, please consider that our brains and thought process need maintenance and looking after (just like we look after our hair or teeth) to help us deal with life’s challenges. And that is what coaching does. I promise that you will not end up living in a forest or hiding away in a cave. What coaching delivers is endless possibilities for a fuller, happier life.

One final note that you might find a little surprising. I am not going to tell you what to do. I will not solve your problems for you. I am certainly not going to change you. It is your choice what to do. Too many people promise to change your life. I cannot do that - I do not have a magic wand! I do, however, believe that you and only you can change your life. 

I coach clients in any country and time zone. Sessions usually take place either in-person or remotely via video or audio call. I will also fly out to your place for intensive coaching days. I also offer ad hoc short sessions for those moments in your life when extra support might be needed. My retainer sessions are designed to get you though the most difficult periods of your life. No two sessions are ever the same. I will show up and hold space for you in whatever way you need me that day - I am your coach, your cheerleader, your confidant, and someone who firmly believes in you. 

The hardest step is often the first one and here you are. It means you are ready to take action to transform your life and become the best version of yourself. I am here to help you make it happen and guide you every step of the way. The initial consultation is an essential part of the process to confirm if we are the right fit and to check the chemistry between us. This time allows us to go over any questions you may have before you start and to discuss your coaching requirements, ensuring you have the optimal start and success in your coaching journey.

In coaching, ideally, you are looking for a person you like, trust, feel comfortable with, and who likes you and will be willing to help you. It is helpful to have a life coach who has had life coaching themselves and has life experience. Not only because they then understand the process from your perspective but because they should be practising what they preach. The other important factor is whether you click. Like any consultation with an expert or specialist, the best results are obtained with a good connection, professional trust, confidentiality, and transparency. 

Psychotherapy focuses on understanding and healing emotional trauma and pain carried from the past. In contrast, coaching is future-focused, helping you identify goals, leverage personal strengths, and take action with accountability, enabling long-lasting change. This distinction makes the focus of coaching different from therapy. Psychotherapists guide the course of therapy through treatment planning and case management, while coaches support your accountability in achieving goals, change and taking action. 

Coaches are not mentors so the emphasis would not be on giving directives, a role more aligned with mentoring. Instead, they serve as trusted and confidential companions who deliver honest feedback or are a sounding board in a manner distinct from what friends, family, or colleagues may be able to provide.  

All coaches are bound by the code of ethics that protects the privacy of the people they coach. The

content of coaching discussions is confidential. Where a third party has requested the coaching, e.g., as part of an organisation sponsored assignment in executive coaching, a coach will agree with a coachee the best way to keep any interested third parties involved or updated.