Community Highlights: Meet Dani Choi of Dani Choi Coaching

Today we’d like to introduce you to Dani Choi.

Hi Dani, please kick things off for us with an introduction to yourself and your story. 
I have always had the desire to help people get from where they are to where they want to be. Whether it was through education, advocacy, technical assistance, or by simply being curious. I was fortunate to have parents who taught me to embrace new adventures, try new things, and explore. As a result, my journey thus far has had a lot of twists and turns making life that much more exciting!

A few years after graduating from college, I had the opportunity to apply for the Peace Corps. As a community development volunteer living in a rural village in Morocco, I spent a lot of my time listening to and getting to know the community I was living in. The community also got to know me. Much like I do with my clients today, we talked about goals, obstacles, opportunities, and possibilities. Then we made a plan to move forward. The end result was the development of a women’s literacy program.

When I got back to the States, I realized that my mission was to teach adult literacy. As opportunities evolved, I found myself having a diverse set of roles in adult education, academic & career coaching, grant management, and program administration. As I reflect on the 20 years since my Peace Corps service, I realize what an effect it had on my worldview and how much of an impact it had on my personal and professional journey. All of my roles have helped me empower people to make positive changes in their lives, and now that I have started my coaching business, I am confident that I am taking the steps to continue on this path! 

In July of 2020, while we were still unsure about where the COVID-19 pandemic was going, I decided it was time to take the leap and come up with a business concept. A teaching contract had ended, and I needed to figure out what was next. With the support and encouragement of my family, I moved forward with starting my own business. Like many of us, I started to think more about my values, mission, goals, and intentions with much more urgency. I used to talk to my adult students about their personal, family, career, and financial goals but didn’t often reflect on my own! 

Here I was going into my 40s, and life as we knew it was turned upside down. The uncertainty of it all made me crave something that I could control. That was when I started to really dive into what it meant to own a business, and I began doing the market research, the informational interviews, the webinars, the podcasts; I got a mentor, joined the virtual communities, read books…you name it. By January of 2021, I started my business. 

The thing is, no one can really prepare you for what starting a business means or how to go about it. I think that until I actually got myself into it, I didn’t know what I needed to do. I am constantly learning what is right for me and my business, and I will continue to learn as I grow. Because of the pandemic, my original business concept was not able to really get off the ground. By July of 2021, I started to think more about the direction of my business and how that was going to be integrated into my life so that I could align my values and my mission both personally and professionally. 

I entered an ICF-accredited coach training program in early 2022, not entirely knowing what I was getting into. While I had a lot of previous experience using coaching techniques with my students, I hadn’t had the opportunity to focus on enhancing my skills and understanding what the coaching process looked like. My coach training helped me take a closer look at WHO I was, helped me take a closer look at my values and strengths, and allowed me to find my new identity as a coach and business owner. As I hit this pivotal moment in my coaching journey, I decided it was also time to change my business name & rebrand to reflect who I am and what I do. In May of 2023, Dani Choi Coaching was established. 

Currently, I am continuing to grow my business and am constantly developing my skills so that I can better serve my clients. I have recently joined the Board of Directors of the National Association of Women Business Owners – Greater Raleigh as Secretary, and in July they presented me with the 2023 “Rising Star” Award. I am also a member of the International Coaching Federation Raleigh Area Chapter where I serve on the Business Development & Community Engagement Committee. One of the best parts about growing a business is getting to know how interconnected people are and getting to know people in the community. 

I am excited to continue on the journey ahead! 

Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
I don’t feel like it has been a super rocky road, but it hasn’t been smooth sailing either. 

Building a business has been a lot about learning things as I go! I am definitely a hands-on learner, and I love to figure things out, but that often takes more time than I expect. In addition, creating meaningful relationships and connecting with people is one of the most rewarding parts of the process, but it also becomes a challenge for someone who identifies as being an introvert! 

Another big challenge for me is that there is so much advice and noise out there about how to run a business or how to make your business thrive that I have had to sift through it all and really figure out what is going to work for me. I am still figuring it out. Social media and all of the books and podcasts out there have a lot to say about how to be “successful,” but the reality is that everyone has their own definition of success, and everyone has a different journey. When I do start to feel a little discouraged or defeated, I have to remind myself where I started, take a look at where I am, and acknowledge what I need for my own growth and development as a coach and business owner. 

I feel like this is more of an opportunity, but the further I get into building my business, the more intentional I have to be with my time and energy. For me, there were a lot of transitions going on in life that also needed my attention while I was starting out. I had to keep reminding myself that life doesn’t stop! We have to do the best we can, be self-compassionate, and keep moving forward. 

Thanks for sharing that. So, maybe next, you can tell us a bit more about your business.
I have spent the past 20 years helping individuals get from where they are to where they want to be by providing education, resources, and support. I use a client-centered and strengths-based approach to my coaching services and meet people where they are at in their life. I strive to build trusting relationships to help my clients move forward on the path that they are creating. 

I enjoy seeing individuals thrive so that they can effectively engage in their communities. At the same time, I want to ensure they have time for themselves! Most often, I coach mission-driven individuals who serve others, including educators, people in helping professions, and public servants. 

Some areas I like to coach around include: 

*Scheduling priorities – aligning time with values 

*Decluttering calendars – creating space & boundaries to do what matters most 

*Finding systems and routines to help us stay focused 

*Slowing down to make time for rest & recharge 

I believe in creating strong partnerships that are built on trust and respect. I am committed to using thoughtful coaching techniques and individualized approaches in what I do. I firmly believe that having accountability partners helps us get to where we want to be.

My Mission: Empower mission-driven individuals to thrive by managing time & priorities in a meaningful way. 

My Values: Accountability, compassion, and honesty. 

Before we let you go, we’ve got to ask if you have any advice for those who are just starting out.
There is a lot of advice out there, but take what is useful for your situation and leave behind what isn’t. Take, leave, or modify what I offer below! 

Something I tell people in general – other business owners, my friends, my clients – gain clarity around your values and your mission. They help guide you in planning how to use your time and energy! 

Be sure to really set aside time to reflect on what you HAVE accomplished and acknowledge those accomplishments no matter how big or small. It is easy to keep going day in and day out without recognizing all that you are doing. The little things add up over time. 

There is never going to be the perfect time to start a business. Life will get in the way, so use that to fuel your motivation to move forward. 

As business owners, we have to start somewhere, but we can’t be afraid of transitions and learning more about who we are. We have to do some exploration, and as my parents instilled in me, we have to really embrace that sense of adventure and be willing to try new things. At the same time, we need to know where to find support and encouragement along the way. 

Contact Info:

• Website: https://danichoicoaching.com/
• Instagram: https://www.instagram.com/danichoicoaching/
• Linkedin: https://www.linkedin.com/in/dani-choi-coach/
• Youtube: https://www.youtube.com/@danichoicoaching