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Thomas Freitag – Executive Coach and Organizational Developer

Thomas Freitag – Executive Coach and Organizational Developer

Sparring partner for executives in Zurich since 2003.

Leaders rarely lack information. What they need is someone with no agenda of their own — someone who listens when others talk and asks the question that moves things forward.

I know what leadership feels like

Sparring at eye level requires knowing what it means to lead. I've held leadership roles myself in four very different settings:

  • As an air purser at Swissair: Leading a cabin crew in a confined space, delivering high service standards under time pressure, with constantly changing crew members and people from all over the world.
  • As a change consultant on Accenture project teams: Leading to deadlines and within budgets, without formal authority over team members.
  • As chairman of the board of a dental care center: Leading when the company's very survival was at stake — navigating a turnaround and a successful M&A process.
  • As a board member and president of the International Coaching Federation (ICF) Switzerland: Leading a professional association whose core mission is to uphold coaching ethics, through a collaborative, peer-based leadership approach.

That last role is more than a line on my résumé. When you lead a professional association whose very purpose is to uphold ethical standards, you cannot afford ambiguity in your own practice.

And then there's the craft itself: independent since 2003, more than 6,500 hours of coaching experience, and an ICF Professional Certified Coach. My coaching lounge is located at Rämistrasse 31, in the heart of Zurich.

Where my expertise comes from

I studied business administration, with a minor in occupational psychology, at the University of Zurich. This combination continues to shape my work today: numbers and people are not separate topics. Those who understand only one side risk missing what matters on the other.

What followed was never a single training program, but a range of complementary approaches. For those who want to know the details:

Solution-focused brief coaching with Peter Szabo · Hypnosystemic coaching and organizational consulting with Gunther Schmidt · Marshall Goldsmith Stakeholder-Centered Coaching (MGSCC) · Nonviolent Communication with metapuls, based on the work of Marshall Rosenberg · Advanced Curriculum in Positive Psychology with Philipp Streit · Change management · ICF mentor coaching

None of these methods is an ideology I subscribe to. They are tools. Which one we use in the coaching room depends on your situation, not on my personal preference.

Zertifizierungen

ICF Professional Certified Coach (PCC) · Persönlichkeits-Instrumente: HOGAN, MBTI Step I und Step II, The Leadership Circle 360°, Marshall Goldsmith Stakeholder Centered Coaching

Clear roles. Independent sparring.

When I work with you one-on-one as your executive coach, I don't simultaneously work with your team. When I work with your team, I don't also coach you individually. Different engagements within the same organization are possible, but I take on only one role for each individual and each team. We clarify these boundaries transparently from the outset.

This protects against divided loyalties. Because sparring is only as valuable as it is independent.

As an accredited mentor coach, I also support coaches working toward ICF certification — exploring the very questions that underpin my own professional practice.

How I work

Psychologist and Nobel Prize laureate Daniel Kahneman distinguishes between two modes of thinking: fast, intuitive, and largely automatic thinking, and slow, deliberate, and analytical thinking. Both are valuable. Fast thinking allows us to react in a split second, while slow thinking examines, weighs options, and plans.

My guiding principle, “Head and Heart, Working Hand in Hand,” can be understood in a similar way. The heart represents fast thinking: intuition, perception, experience, and emotion. The head represents slow thinking: analysis, language, structure, and deliberation. Good decisions emerge when the two work together.

My approach is grounded in hypnosystemic work. The term may be unfamiliar outside the coaching world, so let me explain it in my own words. We all have patterns of response that operate faster than our conscious thinking — in conflicts, under pressure, and in situations that touch on past experiences. Hypnosystemic work helps bring these automatic patterns into awareness in a safe, supportive setting. Not to eliminate them, but to put them to purposeful use — and to regain the freedom to choose how you respond the next time a familiar pattern surfaces.

We all experience emotions — physical responses to challenging situations. These signals are not background noise. They are an early warning system that we can learn to use intentionally.

Read the white paper: The Value of Emotions in Coaching

Alongside this, I work in a solution-focused and empathetic way, guided by common sense. I also capture what emerges in the room through sketches, visuals, and metaphors. A well-chosen image can change not only how we understand a challenge, but also how it feels.

I work professionally in German and English, and in French upon request.

Why judgment matters in the age of AI

For more than twenty years, I've worked with people who have to make decisions. AI has dramatically improved both the quality and speed of the analyses available to us — a genuine gain. At the same time, I've noticed something else: it has become harder to challenge an analysis that is brilliantly articulated.

There's a term for this: cognitive deference — the tendency to give a data-driven assessment more weight than your own perception simply because it appears precise and well-reasoned. At the C-suite level, this often shows up as a quiet sense of unease: the model makes a recommendation, the people around you expect a quick decision, and yet something doesn't feel right. That unease is often not irrational. It may be your perception picking up on something the model doesn't account for.

This is where Head and Heart, Working Hand in Hand comes in: bringing together the fast thinking of perception and the slow thinking of analysis — not against the data, but alongside it.

The vision behind »mindmoves«

A «mindmove» is the moment when a fixed perspective begins to shift and new possibilities emerge.

See what this looks like in practice in this three-minute video, recorded in 2023 to mark MindMove’s 20th anniversary.

Outside of work, I’m a father of two sons who are growing into adulthood, an endurance athlete on two wheels, and I live with my family in Zurich.

The vision behind »mindmoves«

Sparring for challenging leadership situations

My clients in small and medium-sized businesses, global organizations, and the public sector work with me in three areas:

Coaching. Supporting leaders on their journey toward greater leadership effectiveness through a more mindful relationship with themselves, greater impact, and stronger connections with their stakeholders. Explore executive coaching...

Team development. Exploring mindsets, challenging teams when needed, cultivating collaboration, and working together toward shared success. Explore team development...

Organizational development. Bringing an independent perspective to the dynamics and impact across the organization, while helping balance business priorities with social and human factors. Explore organizational development...

When working with groups and teams, the format is usually a workshop — leadership retreats, strategy sessions, or mediation. Explore my most common workshop formats..

My network

I lead most engagements independently. When a project calls for additional expertise or more hands on deck, I collaborate with trusted partners I've known for years: Denkmotor for creativity and idea development; OE-Forum Schweiz, an association of internal and external organizational development professionals; and emplayment GmbH for workshop simulations when an approach calls for experiential learning rather than explanation alone.

Let's get to know each other

15 minutes, no strings attached, and confidential. Short enough to fit into any schedule—long enough to see if it's a good fit.

My LinkedIn Profile

On LinkedIn, I connect with people I've already had the chance to look in the eye — face to face or over a video call.

My Instagram Account

I regularly post my hand-drawn visualizations on Instagram: sketches, flipcharts, photos, and slideshows.

Client Testimonials

Real testimonials from people I have the privilege of working with

Kopf & Herz Hand in Hand. mindmove.