Executive Coaching

Executive Coaching is a guidance-based approach to a client’s personal and professional development aimed at generating honest assessments, creating calls to action, and all the while facilitating learning and growth. In the process, we endeavor to create tangible and executable action steps, to ensure that our plans come to fruition.
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Executive Coach David Treinis

As a seasoned executive coach, I specialize in corporate development work: the business fundamentals that underlie and support and a company's delivery of goods, services, or technology

More often than one might imagine, a company or its leadership team can find itself a bit challenged in the way it’s currently doing business. That challenge may come with shifting market demands, challenges from competition, or a need to grow. 

My specialty is to provide for the executive team/Board the proverbial thinking-several-moves-ahead in corporate development, whether the company is new, established/successful, or mature/struggling.  In my role as executive coach, I most often provide guidance for these applications:

  • For startups or new companies: 
    • developing an executable business model (including creating pro formas), 
    • writing and/or editing a business plan that reflects the above,
    • crafting an approach and execution for raising funds, 
    • creating high-level organizational development, mostly as regards executive team and Board (so many businesses overlook the value or under-employ the latter)
  • For existing companies (for-profit or not):
    • Strategic/tactical thinking and planning
    • Reviews and course corrections for marketing, process, and operations
    • Re-engaging teams to uncover and employ fresh approaches or ideas for growth, improvement, change
    • Determining opportunities for tactical/strategic partnerships, joint-ventures, and other creative ways to improve market share or competitive advantage
  • For closely-held companies (often, a Founder-run entity)
    • Determining how best to extract value from Founder investment
    • Succession plans, including key employees or outside relationships (per "partnership" bullet above)
    • Organizational Development (per above), to infill Founder shortcomings or blind spots

Not only do I guide the stakeholders through the concept development process for addressing their challenges, I nearly always then roll up my sleeves and take an active role in making the plan come to life.

Most coaching engagements last between one and two years.  I always make the up-front commitment to, in simple terms, "work myself out of a job,” providing a sense of urgency to ensure the coaching time is put to highest and best use.

Executive Coaching involves:

  • Gathering and giving feedback
  • Identifying development opportunities
  • Building awareness of current market and performance metrics
  • Facilitating solutions by asking powerful questions
  • Setting goals and creating action plans
  • Focused learning in areas where client may be weak
  • Supporting and encouraging growth and progress over the long term
  • Monitoring progress and holding client and others accountable for engagement
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Coach Credentials
Project Process and Deliverables
  • Uncovering otherwise hidden opportunities for growth and development
  • Building a supportive executive team and/or Board
  • Creating an honest and complete assessment of standing, achievements, and challenges
  • Enhancing performance and increased productivity
  • Improving morale
  • Reducing turnover
  • Increasing self-esteem and confidence
  • Leveraging of talents, including identifying potential blind spots or gaps in skills
  • Building new skill sets
  • Increasing likelihood that goals will be reached

To be effective, an executive coach must first be “seasoned:”  During his career and time on earth, he has to have rolled up his sleeves, sampled a much of life as possible during his time in the workplace, and gotten his hands dirty and knees skinned up both in and outside of it.  My seasoning to date includes:

  • A degree in Chemical Engineering from Stanford—leaving from which after graduation was via a 4500 mile, trans-continental bicycle ride
  • Started my first company at age 22, growing it to national prominence (ranked 18th in its industry) over a 22 year period
  • Got my pilots license and subsequent advanced flying ratings, taking me to Airline Transport Pilot, instructor (airplane and glider) and FAA Designated Examiner—authorized to license other pilots
  • Served as Executive Vice President of the X PRIZE Foundation for its very first effort, the $10mm award for the first privately funded space flights that have led to Virgin Galactic’s space tourism
  • Turned around a failing specialty glider manufacturer based in Lithuania, taking it to serial production and deliveries.
  • Served as Vice-Chairman of the Lindbergh Foundation, where I created and launched its pioneering “Aviation Green Alliance” and produced the 35th Anniversary event featuring Neil Armstrong, Jim Lovell and Gene Cernan
  • Founded a regional mountain bike club in the Tetons, now a leading proponent for maintaining and creating multi-user trails.
  • Started and developed a restaurant that grew to number one rating in the area
  • Wrote and co-executive produced a documentary about a quadriplegic attempting to be the first to complete a full Iron Man.
  • Taught back country flying techniques at conservation camps in Kenya


I’ve coached in such various industries as a NYSE Airline, a Canadian natural gas exploration firm, an aircraft manufacturer, assorted not-for-profits, as wells as for a world-renowned keynote speaker.  Because I believe that certain tenets underlie the foundations of a sound business model and its execution, my executive coaching cuts across the boundaries of markets and focuses on proven fundamentals. 

“Because of his background in business creation and development, (David) was quickly able to understand the reasons or our (planned) acquisition and how best to structure it.  Among (his) discrete talents is the ability …to synthesize the areas of agreement… and get buy in from all involved.”

--Rodney Glover, Partner (retired).  Wiley Rein Law Firm

“David brought to our Foundation his seasoned experience in building teams, establishing partnerships, and strategic planning.  (His) friendly and easy-going style won the hearts of many sponsors and partern organizations.”

--Peter H. Diamandis, Chairman. The X PRIZE Foundation

“David’s sharp mind and his common sense approach to implementation of creative concepts is a unique gift.  (He is) an entrepreneurial thinker and “doer” of first order.”

--Jerry Mercer.  Founder, CEO and Chairman (retired) AirNet Systems, Inc.

“I nominated David to join the Board of Directors of the Lindbergh Foundation,  a role in which he excelled.  I’m confident he will apply himself with a level of professionalism and commitment with (any) appointment.”

Erik Lindergh, Chairman.  The Lindbergh Foundation

“During David’s engagement with us, I came to depend on his abilities to efficiently support my needs as well as the needs of (our organization.)  He demonstrated a knack for recognizing and addressing the most efficient ways in which to operate so as to maximize return and minimize wasted effort.”

Larry Williams, CEO (retired) BRS Safety

A typical executive coaching engagement might last six months, but can be anywhere from 3-12 months or longer, depending on the situation and the targets set. The greater the change that is needed, the more coaching is required, though the frequency of sessions may be reduced once significant progress toward stated goals seems likely.

Executive coaches are often brought into organizations to work with:

  • High potentials who need additional support to reach the next level
  • Managers who are valuable to the company but have key performance issues to address
  • Executives who have been recently hired or promoted and need to make an immediate impact.


Executive coaching engagements typically follow these steps:

  • Intake and assessment (including 360 feedback), including a thorough “inventory” of assets and skills
  • Identification of desired changes, and outcomes
  • Goal setting aimed at achieving desired changes and outcome
  • Ongoing coaching and skill development
  • Measurement of results
  • Assessment of considered exit opportunities, if desired

Coaching Application

As a pre-requisite to starting a coaching relationship, we ask potential clients to fill out this short but thorough questionnaire. The answers not only provide us with a better idea of the match between client and coach but may also help start the coaching process by prompting the client to thoughtfully consider his/her answers.

What would you like from your coach during your sessions: score on a scale of 1 -10 where 1 is not at all important and 10 is extremely important:




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