Our Story

YOUR MISSION, OUR PASSION

About Us

Our story began with a simple observation: too often, businesses lose sight of what truly matters. As companies grow, the initial spark of purpose that fueled their early success can fade, replaced by a confusing tangle of competing priorities and misaligned decisions. Through career experience, we’ve witnessed how this drift from core values led to diminished impact, frustrated teams, and missed opportunities.

That's why we founded Coach What Matters. We're a team of experienced leaders driven by a shared passion to help organizations rediscover their "why" and unlock their full potential. We believe that when a company's actions are deeply aligned with its core purpose, extraordinary things happen.

We've spent years honing our expertise in organizational performance, developing a unique approach that blends strategic thinking, data-driven insights, and a deep understanding of human motivation. We guide you on a journey of self-discovery, helping you:

Tell your story: Uncover the essence of your organization's identity and aspirations.
Define what matters: Clarify your core values, customer promise, and definition of success.
Align your actions: Ensure every decision, initiative, and investment reflects your core purpose.
Measure your impact: Track progress towards your goals and make data-driven adjustments.
Sustain your success: Build a culture of continuous improvement and growth.

At Coach What Matters, we don't just offer solutions – we forge partnerships. We walk alongside you, empowering your leaders and teams to embrace change, achieve ambitious goals, and create a lasting legacy of impact.

If you're ready to rediscover your "why" and harness the power of transformational growth, we're here to guide you every step of the way.

Meet The Team

Cesar Flores

Executive Coach, Founder

CEO

Cesar Flores is a dynamic and visionary leader who embodies the spirit of transformation and excellence. Inspired by the desire to improve organizational performance, he has crafted organizational maturity models rooted in the transformative principles of empowerment, accountability, and measurable results. His ultimate goal: to unleash the true potential of organizations and propel them to unparalleled high performance and excellence.

As an Executive Coach with over 20 years of experience, Cesar is the driving force behind the Coach What Matters journey towards operational excellence and value creation through a focus on business core success measures. With a career steeped in leadership roles across diverse industries—from technology hardware and insurance to IT solutions—Cesar consistently ignites innovation and streamlines processes. He leads by example, with expertise spanning technical teams, data analytics, and the implementation of organizational maturity models.

Cesar's proven track record includes spearheading major organizational transformations, launching successful product lines, and fostering high-performance cultures.

Leslie Szymborski

Coach, Co-Founder

COO

Leslie Szymborski is a dynamic business leader and performance coach known for driving organizational agility and building high-performing teams. With over 25 years of experience in Software as a Service (SaaS) delivery, Leslie brings hands-on expertise in leading technology teams across software development, quality assurance, data integration & transformation, project management, and agility. Her career reflects a deep commitment to helping growing organizations thrive in fast-paced environments and an ability to harness the energy and innovation of startup culture.

An expert in change management and agile transformation, Leslie has led impactful initiatives to embed an Agile Mindset across all levels of organizations. She works closely with executive, portfolio, and team leaders to implement scalable operating models that deliver measurable results. Known for her innovative coaching approach, Leslie has delivered repeatable frameworks and adoption programs for agile practices, fostering continuous improvement, data-driven decision-making, and alignment with strategic goals.

Leslie is a Coach, the Chief Operating Officer, and co-founder of Coach What Matters, LLC.

Fejiro Sefia

Coach, Co-Founder

CMO

Fejiro Sefia is a business strategy coach and transformation expert with 18 years of experience in coaching and business leadership across various industries. She is passionate about driving meaningful change and excels at aligning teams and leaders to accelerate business success through increased efficiency and value. With a strategic focus on organizational clarity and cohesion, Fejiro coaches leaders on crafting and executing actionable goals, ensuring that every team's efforts contribute to the company's overarching vision. Her approach empowers divisions to bring strategy to life, enabling teams to understand their roles in the bigger picture and drive toward shared objectives.

With a proven track record of optimizing operations and facilitating impactful business transformations, Fejiro partners closely with division leaders to bridge the gap between high-level strategy and day-to-day execution. Her experience across diverse sectors equips her to help leaders make informed decisions, enhance productivity, and achieve sustained growth. Fejiro's expertise in change management and alignment has made her a go-to resource for organizations aiming to unlock their full potential and consistently meet strategic goals.

Fejiro is a Coach, the Chief Marketing Officer and Co-Founder of Coach What Matters, LLC.