About
Rui Cao, Founder & Coach
I began my career in banking before moving into management consulting, working with organizations navigating complex strategic decisions and transformation. Across these environments - finance, consulting, and leadership advisory - I saw firsthand how performance, ambition, and identity often evolve at different speeds.
Over time, I became increasingly drawn to the human side of change. Not the frameworks, but the moments underneath them: when capable people confront decisions that are less about competence and more about direction.
I grew up in Asia and have lived and worked across multiple continents (China, Hong Kong, Australia, United States). Moving between cultures and professional systems shaped how I understand identity - not as fixed, but as something continually renegotiated through transition.
My own career has included multiple shifts: industries, roles, geographies, and definitions of success. Each required letting go of one version of myself to step into another. That experience informs how I sit with others at similar inflection points.
As a wife and a mother of two, I am also familiar with the tension between ambition and presence and the quieter recalibrations that accompany different life stages.
My coaching style is grounded, structured, and intentionally spacious. I prioritize inquiry over instruction. Most capable people do not need more advice. They need space to think well.