We were lucky to catch up with Diana Williams recently and have shared our conversation below.

Diana, appreciate you joining us today. Alright – so having the idea is one thing, but going from idea to execution is where countless people drop the ball. Can you talk to us about your journey from idea to execution?

The idea for my coaching business was born from a place of purpose—and a deep awareness of a gap. After writing my book, The Transformational Leader’s Guide, I started receiving messages, questions, and calls from people across different organizations—some new leaders, some aspiring, and even seasoned professionals. They all shared one thing in common: a desire to lead, but a lack of clarity on how to do it with intention, confidence, and lasting impact. I realized quickly that many of them didn’t just need a guide—they needed a coach. They didn’t know the steps to take to position themselves at the leadership table or the personal transformation required to stay there with influence. They hadn’t yet grasped that leading well wasn’t just about skill—it was about self-awareness, emotional intelligence, purpose alignment, and spiritual maturity.

The next phase moved quickly. I went from author to architect, building the structure of a coaching business that could meaningfully serve these leaders. The first thing I had to do was define my coaching philosophy and framework. I knew I didn’t want to offer generic advice—I wanted to walk people through a journey. So, I started outlining what would become the pillars of my coaching model, rooted in personal growth, spiritual grounding, and professional strategy.
I researched platforms, studied other successful coaches, and got to work setting up systems: branding, client onboarding, coaching agreements, content creation, and choosing the right tools for virtual sessions.

There were nights I stayed up writing lesson outlines, mornings I prayed over the people I would serve, and days I doubted if anyone would enroll. But I kept going, trusting that if the book unlocked doors, the coaching would help people walk through them boldly.

It wasn’t perfect, and I didn’t have all the answers, but I had a vision. And with every client conversation, feedback form, and breakthrough moment, that vision became a business. Purpose met structure. And today, that coaching practice continues to grow—not just in numbers, but in impact.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

For those who are just getting to know me, I’m Diana—a mom, author, entrepreneur, and transformational coach with a deep passion for helping people lead with clarity, confidence, and purpose. My journey into coaching and leadership development didn’t begin in a boardroom—it started with a book. After over two decades in senior leadership roles and earning my Master’s in Clinical Social Work, I published The Transformational Leader’s Guide. That book opened the door to a new calling. I realized that while many people aspired to lead at work, in ministry, or in life, they often lacked the roadmap and inner readiness to do so effectively. They were eager but unsure. Passionate, but unprepared for the personal growth it takes to truly lead from the inside out.

That insight became the foundation of my coaching business. I began offering 1-on-1 and group coaching programs designed to equip emerging and experienced leaders with the mindset, tools, and strategies to lead authentically and powerfully. I also provide customized training for individuals and groups in leadership development, personal growth, and emotional wellness—delivered in relatable, faith-anchored, and results-driven ways.

Shortly after launching my first book, I released a second resource: The Purpose Mapping Journal. This powerful tool is designed to help individuals get still, reflect, and align with their God-given assignments. It’s more than a journal—it’s a guided journey to clarity. Through reflective prompts, spiritual insights, and intentional goal setting, it helps people unpack their identity, passions, and purpose so they can take aligned, bold steps in their personal and professional lives. Both books—The Transformational Leader’s Guide and The Purpose Mapping Journal—are available on Amazon and have become foundational tools in my coaching and teaching.

I also host Purpose Mapping Masterclasses—dynamic sessions created for aspiring leaders, purpose-driven professionals, and faith-based creatives who feel stuck, unclear, or unsure about their next move. These masterclasses help participants gain clarity on their calling, identify what’s blocking their momentum, and create a step-by-step map to move forward with confidence and conviction. It’s where faith meets strategy, and intention becomes action.

What sets me apart is that I don’t just coach—I build people. I meet clients where they are, helping them uncover their blind spots, develop executive presence, align their work with their values, and confidently occupy the spaces they were born to lead in. My work isn’t just about success—it’s about significance. Whether I’m writing books, developing digital products, speaking at events, or facilitating transformational workshops, I bring a holistic, heartfelt approach rooted in both strategy and spirituality.

I’m most proud of the lives changed through my work—clients who’ve gone from insecure to influential, from unclear to unstoppable. I’m proud of launching Your Mental Health Matters, a thriving community that offers daily wellness tips, weekly sessions, and a safe space for people to grow emotionally and mentally. And I’m proud of the legacy I’m building—not just for my own family, but for every person I help rise into their purpose.

What I want you to know about me and my brand is this: I believe that leadership is more than a title—it’s an assignment. It’s more about the courage to stand firm, the wisdom to uplift others, and the resilience to rewrite the rules when the old ones no longer serve us.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

My reputation wasn’t built overnight—it was forged over 22 years of leading at the senior level, consistently delivering results, and learning how to duplicate those results through systems, strategy, and self-awareness. Everyone loves a win, but what truly positions someone as a leader is their ability to replicate those wins and teach others how to do the same. That’s what I’ve done—and continue to do—for my clients.

But beyond experience, my reputation grew because I showed up fully—for my clients and for myself. I didn’t just rely on my past success. I invested in myself. I attended conferences, workshops, and earned the necessary certifications to ensure I wasn’t just speaking theory—I was bringing substance. I became the type of coach and leader I would want to hire: credible, equipped, and committed to growth.

Referrals also played a significant role. When clients began to experience transformation, they spoke up. Word spread. People began to associate my name with clarity, confidence, and purpose-driven leadership. That natural word-of-mouth marketing helped build both my brand recognition and my reputation for being a coach who delivers results with integrity and heart.

Ultimately, I believe I’ve built my reputation by embodying what I teach. I lead with authenticity, back it with evidence, and continue to grow alongside the people I serve. That consistency, combined with compassion and a commitment to excellence, is what sets my work apart.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was the idea that hard work alone guarantees success. For years, I believed that if I just worked harder, pushed longer, and delivered excellence every time, the doors would open, and the rewards would come. While that mindset helped me rise to senior leadership and build a reputation for results, it also led to burnout, over-functioning, and constantly proving my worth in spaces that weren’t built to value who I was truly called to be.

But another primary mindset I had to release was the illusion of balance. For so long, I chased the idea that I needed to balance everything—family, work, ministry, business—as if life was a perfectly even scale. I’ve since realized that balance, in the way we often imagine it, is a figment of our reality. The truth is, my family will never weigh the same as my external commitments—and they shouldn’t. I had to learn how to put first things first, to discern what season I’m in, and to prioritize presence over perfection.

The backstory? After publishing The Transformational Leader’s Guide and stepping into coaching, I was still operating with an old mindset—one that said I had to do it all, be it all, and balance it all perfectly. That thinking left me stretched thin. It wasn’t until I slowed down, reflected, and realigned that I understood: alignment is greater than balance, and prioritization is more sustainable than perfection.

Now, I teach and model that truth in everything I do. True leadership starts with knowing what really matters—and having the courage to honor it.

Contact Info:

• Website: https://www.dianaawilliams.com
• Instagram: Soulfoodintl_
• Linkedin: Diana A Williams
• Other: TIK TOK: TheTLGCoach