Joanie Rufo, Certified Leadership Coach, has nearly 20 years of experience helping leaders increase personal and organizational effectiveness. She has a unique ability to coach executives and organizations through a critical path of analysis and decisions. She asks the questions that surface fundamental gaps or roadblocks, and facilitates people’s ability to remove obstacles and create value in areas that matter to them.

Joanie is the President of Initiate Consulting, a sole proprietorship that offers leadership coaching, strategic consulting, organizational effectiveness, and facilitation services. Leaders engage Joanie for a variety of reasons:
  • “We need help developing a strategic outlook or fresh perspective.” – Joanie assists organizations in conducting both external market and internal organizational assessments. These efforts surface the gaps or areas of misalignment that get in the way of achieving corporate goals. These assessments also create clarity for strategic planning, value proposition, and leadership development needs.
  • “My staff isn’t aligned around our strategic goals” or “I’m not sure my team is working together as effectively as they could.” – Joanie designs and delivers working sessions based on the specific challenges a team is facing. She also frequently conducts team-building sessions or training workshops on strategic thinking, organizational change, or leadership topics.
  • I’m facing a new professional challenge and think I need some new skills to be successful.” – Joanie’s executive coaching provides 1:1 support, accountability, and resources to develop or enhance new skills.
Before launching her own business, Joanie was a Strategic Research Director for CIO Executive Education at the Corporate Executive Board; a Senior Director in Corporate Strategy and Planning with Amdocs Ltd.; and senior industry analyst at AMR Research. She also held several corporate strategy and marketing roles with global high-tech organizations through the 1990s. Additional details about her work history can be found on her LinkedIn profile.

Joanie holds a Bachelor of Arts degree from the University of Dayton, and received her Certificate in Leadership Coaching from Georgetown University. By completing this program, which is accredited by the International Coach Federation (ICF), Joanie has met the academic requirements for certification as a Professional Certified Coach (PCC). Joanie is a member of the ICF and subscribes to its Code of Ethics. She is also an active pro bono volunteer with the Taproot Foundation, and proudly holds a Certificate of Laughter from the DC Improv Comedy Club.
Executive Coaching Client Testimonials
Executive testimonials

Consulting Client Testimonials
Consulting Testimonialsdots
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