Interested in starting your own entrepreneurial journey in personal and business development but unsure what to expect? Then read up on our interview with Monica Jonsson, Founder of CoachDynamix, located in Altlinster, Luxembourg.

What's your business, and who are your customers?

CoachDynamix is Luxembourg’s first established (2003) and leading corporate coaching practice. We specialise in corporate coaching services to the global business community in order to nurture, develop and maximise employees’ talent and potential in line with the company’s values and goals.

Our mission is to work alongside clients to cultivate a kinder, more human, and above all, inclusive workplace. To build cultures where respect, trust, integrity, and professional excellence thrive and personal development runs parallel to their company’s growth.

We service business leaders and entrepreneurs from over 80 companies, spanning a diverse spectrum of industries. Through this process, we have developed a profound understanding of the complex issues companies face in our ever-changing business landscape.

Following this experience, I recently authored ‘The Complete Corporate Coaching Toolkit: Quintessential Guide for 21st Century Business Coaches and Leaders’. The book is probably the most comprehensive collection of practical and ready-to-use tools covering the most popular soft skills topics in demand by executives:

  • Leadership
  • Communication
  • Emotional Intelligence
  • Stakeholder Management
  • Personal Efficiency and Effectiveness
  • Negotiation & Influencing
  • Life Balance

Tell us about yourself

My professional background is in the corporate world, where I worked in the telecommunications industry in Sweden, Hong Kong, and Luxembourg. This gave me broad business experience in many areas, including strategic consulting, marketing, sales, service development, and supply management. The first time I came across coaching outside a sporting context was in 2002 in a random shop in London, where I happened to pick up a brochure with the word coaching on it.

At that point in my life, I had been longing for a professional change for a while but had no idea what such a change could be. I wanted to be engaged in something that felt meaningful, to be a force for good in some way. Coaching resonated strongly with me for several factors:

• Its mission to empower and support people to harness their unique greatness and create the life they desire.
• Its focus on goal orientation and constructive action.
• Its advocacy for humanity, unity, inclusion, and collaboration.
• Its central principle that no two persons or organisations are the same and that therefore there is no ‘one size fits all’ solution for developing skills, building strategies, and sharpening performance.

Quite unexpectedly, I found the professional change I was looking for! I decided to abandon a successful corporate career and re-focus all my energy on getting qualified and accredited as a professional coach.

What's your biggest accomplishment as a business owner?

There are two accomplishments I am particularly proud of:

  1. To have pioneered the corporate coaching sector in Luxembourg and established the country’s first and still leading coaching practice. 20 years on, it remains a great pleasure and privilege for me to work with clients to enhance their leadership skills, tap into their greater potential and overall improve their lives.
  2. My recently published book. This labour of love is one of the most mammoth projects I have taken on to date.

What's one of the hardest things that comes with being a business owner?

For me, it’s the fact that you can never totally switch off, which can make life balance a real challenge at times. As a business owner in my line of work, you are the business, and the business is you, so delegation is not always straightforward or even possible.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Business Plan. Take the time to draw up a business plan and really think through your business idea from a multitude of perspectives. This will help you gain clarity about what it is you want to achieve, provides a roadmap with solid goals, and as such, helps to keep you on track and hold you accountable.
  2. Patience and Perseverance. Success doesn’t happen overnight. If you want to start your own business, you need to be prepared to persevere and cultivate patience.
  3. Never become Complacent. A lesson that I have carried with me from my time in the corporate world is that no matter how successful you may be today, this does not guarantee success tomorrow. Therefore, by all means, celebrate and be proud of your successes but take care to remain humble, relevant, and agile to your client’s ever-changing demands.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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