“What’s next?”
That one question echoed louder than ever when Quynh Duong Thuy turned 40. It wasn’t just about career growth—it was deeper. She had spent over two decades navigating the world of communications, including a decade at the top as Communications Director and Board Member at Navigos Group Vietnam. But when she looked ahead, she saw a gap: not just in her own path, but in how leaders were being supported.
That moment of personal reckoning became the seed for Q.Coaching, now one of Vietnam’s leading executive coaching agencies. Founded in the middle of the COVID-19 crisis, Q.Coaching wasn’t born out of strategy decks or market studies—it was built on lived experience, deep introspection, and a drive to guide others through their own leadership crossroads. Today, Quynh Duong Thuy, a Professional Certified Coach (PCC) recognized by the International Coaching Federation, helps executives and C-level leaders not only perform—but transform.
Building Vietnam’s Coaching Ecosystem
Q: What inspired you to start Q.Coaching?
A: It started with a personal question I kept asking myself: What’s next? That question became louder when I turned 40. I started thinking seriously about my future—what I would do after retirement, and how to live a meaningful life now and later. I saw how hard retirement was for my father, and I knew I didn’t want that for myself.
During that time of uncertainty, a friend introduced me to a coaching course. I didn’t even know what coaching was, but once I started learning, I felt deeply connected to it. Since December 2018, I’ve been on this path and feel fulfilled by it.
Q.Coaching officially started in July 2021, during the peak of the Covid crisis. By then, I had completed my ICF Level 2 training in Executive Coaching from the Center for Executive Coaching (USA). At first, I wanted to create my own program and get it certified. But I realized I needed to stand on the shoulders of giants. So I worked with my mentor, Andrew, and became the official Vietnamese Faculty Member to deliver his program in Vietnam.
From my own experience, I believe a coach needs strong frameworks and tools to truly help clients. That’s the strength of the program I brought to Vietnam. Since then, Q.Coaching has trained 7 cohorts with over 60 professionals—CEOs, business owners, directors, and team leads. Some are now full-time coaches in their own niche. I’m truly proud of them.
Besides training, we also help organizations apply coaching in leadership and team management. Now, we’re about to launch our newest service: Legacy & Retirement Coaching—supporting CEOs and C-level leaders aged 50+ to plan succession, preserve their legacy, and retire with clarity and purpose. This has been my passion project for years, and I’m excited it’s finally coming to life.
Q: What does a typical day look like for you as a leadership coach?
A: My schedule is very flexible. Sometimes I have free time during the day, but work in the evenings or even weekends—depending on my clients’ availability. Most of my clients are senior leaders, so coaching often happens during lunch breaks, evenings, or weekends.
Apart from coaching sessions, I also mentor students in our ICF Level 2 program. These sessions usually happen in the evening too, when people are available.
From time to time, I travel to Ho Chi Minh City to lead coaching training program for management teams in companies.
Lately, most of my time is focused on preparing for the launch of our new Legacy & Retirement Coaching service for leaders aged 50+. The launch is scheduled for April 15.
Whenever possible, I read for about an hour a day—books that support both my work and personal growth. I also take afternoon walks with my sister, and spend quality time in the evening with my husband and child.
Every day looks different—some days are packed, others are slower. But I really enjoy this rhythm. It gives me space to reflect, serve clients fully when needed, and still have time for myself and my family.
Q: What coaching frameworks or techniques do you use most at Q.Coaching, and why?
A: In our ICF Level 2 training, we use the Active Inquiry framework. It helps coaches ask intentional, goal-focused questions that lead to clear actions. It’s highly effective and results-oriented.
As I gained more experience, I also started using Appreciative Inquiry, which focuses more on the “Who”—the human side of the client. It explores questions like: What drives them? What strengths can they acknowledge in themselves? What positive insights do they hold?
Together, these two frameworks help coaches see the client’s full context—what they have, what they’re becoming. Coaching isn’t just about actions; it’s about inner growth. When clients gain new self-awareness, they become more confident and ready to take action.
Both methods are future-oriented and empower clients to move forward with purpose. To me, a good coach listens deeply, without judgment, and always believes in the client’s ability to grow and succeed.
Q: What do you believe sets Q.Coaching apart from other coaching agencies in Vietnam?
A: I’ve never tried to compare myself with others. I believe each person—and each business—has its own unique strengths.
What makes Q.Coaching stand out is that, at the time we launched, there was no coaching agency in Vietnam offering ICF Level 2 Certified Executive Coach training in Vietnamese. Most programs were focused on life coaching, and executive coaching was only offered at Level 1 by one provider.
We filled a real gap in the market—and now, when people think of Executive Coaching in Vietnam, they often think of Q.Coaching. That makes me proud.
Our programs are practical and results-driven, not just theoretical. And soon, we’re launching something truly new: Legacy & Retirement Coaching for CEOs aged 50+, helping them plan succession and transition with confidence. It’s a pioneering product in Vietnam, and the result of 7 years of deep reflection on how Q.Coaching can grow sustainably and serve leaders in meaningful ways.
I want to stay in this profession for the long haul, so I often reflect on how we can evolve while staying true to our values. That’s what keeps me going.
Q: What leadership lessons did you take from working in a diverse organization into your coaching work?
A: One key lesson is that coaching isn’t for everyone. Some leaders are open, committed, and want to grow—coaching works very well for them. But others may not see the need for change, and coaching doesn’t bring much value in those cases.
As coaches, we need to observe carefully, listen deeply—even to what’s not being said—and adapt our approach accordingly.
Another lesson is the importance of follow-up. Busy leaders can quickly lose momentum without regular check-ins. Ongoing support from a coach is essential to keep progress alive.
Q: How do you see the future of leadership development evolving in Vietnam, and how are you preparing for it?
A: Leaders in Vietnam are facing more challenges—and more opportunities—than ever before. They need both deep expertise and broad leadership skills. With leaner teams and more demands, one leader may have to deliver the output of three or four people. Add to that the fast rise of AI and digital transformation—it’s clear that continuous learning is essential.
As a coach, I help leaders clarify their vision and mission, then turn that into real, actionable goals. Joining a coaching program is a strong signal of their commitment to grow.
For CEOs aged 50+, we support them in preparing for retirement by building a strong successor team and designing a meaningful next chapter for themselves. It’s all about preserving their legacy and continuing to contribute in a new way. Helping them rediscover their core values at this stage is something we at Q.Coaching are deeply committed to.
Where Leadership Meets Legacy
Leadership is often portrayed as a series of bold decisions and big wins. But for many founders and executives, the harder work lies in the quiet moments—navigating self-doubt, preparing for change, or wondering what legacy they’ll leave behind. It’s in those in-between spaces that real transformation happens.
Quynh Duong Thuy and Q.Coaching are meeting leaders exactly there. With practical frameworks, ICF-certified expertise, and an intimate understanding of Vietnam’s professional landscape, Quynh Duong Thuy isn’t just helping executives lead better—she’s helping them live with greater clarity and purpose. And as Southeast Asia’s startup ecosystem matures, that kind of leadership may just be its most vital asset.
Read the article in Chinese here.
