Author: The Fortune Leaders

Lin Coughlin, a highly experienced operating executive, general manager, board member, and results-oriented consensus builder, is the Founder and President of Great Circle Associates. She specializes in delivering innovative solutions to clients facing complex, high-stakes challenges, aiming to achieve mutually beneficial outcomes. Her advisory services, offered at the enterprise, team, and individual levels, leverage her extensive coaching and mentoring experience and her well-developed skills at leading the design and execution of transformational initiatives that yield significant results across various economic and competitive landscapes.

The Journey

Lin has dedicated over eighteen years to advising and coaching leaders and leadership teams across both public and private sectors on five continents. She is recognized for her ‘just-in-time’ strategic investments aimed at developing and advancing leaders who are most accountable for achieving exceptional results. The outcomes of her efforts include measurable returns on investment for all such initiatives, as well as notable enhancements in individual and organizational efficiency, effectiveness, productivity, and innovation.

“I help leaders and leadership teams actualize their full potential.  And I help organizations envision disruptive strategies and plan and execute decisions requiring significant departures from the status quo,” added Lin.

Furthermore, Lin also plays a role in facilitating and, in certain capacities, driving results-oriented responses to critical opportunities and delicate operational, organizational, and personal challenges. Lin excels in mentoring and empowering clients to attain the unforeseen.

About Great Circle Associates

Great Circle Associates is a management consulting firm that assists leaders and leadership teams in envisioning, planning for, and executing change at a fundamental level, with a focus on growth and turnaround strategies. Lin collaborates with corporate executives, entrepreneurs, and high-potential fast-track leaders.

Advisory services encompass the creation and execution of operational, organizational, communication, and risk management plans that support strategies designed to transition to new end states in both B-to-C and B-to-B markets, all in pursuit of ambitious growth or turnaround goals.

Examples include the planning and execution of the aftermath of various transactions, such as mergers, acquisitions, IPOs, joint ventures, and divestitures; start-ups; and decisions regarding restructuring, downsizing, rebranding, and entering new markets, among others.

Why Great Circle Associates

Clients choose Great Circle Associates and Lin when disruptive departures from the status quo are required – what she refers to as Change at Core™ or departures from deeply embedded mindsets and mature, entrenched cultures, structures and operations.

This type of change is the most challenging to anticipate, plan for and masterfully execute. It is always accompanied by strain, whether on individual leaders, employees, customers, or infrastructure. The risk of consequent destabilization and loss of business momentum is high and must be aggressively managed.

Her strategic advisory solutioning involves work with corporate executives, entrepreneurs and high-potential fast-track leaders and leadership teams looking to transition to new end states that include, for example, audacious growth objectives, rapid turnaround needs, restructurings, rebranding initiatives, and culture transformation requirements.

Great Circle Associates also offers Executive Coaching Solutions that support a variety of personal, measurable objectives. These include, but are not limited to, positioning high potential leaders for changes in their roles and/or a substantial expansion of their portfolios of responsibility.

Core Competencies

Lin possesses exceptional skills in problem-solving, conceptual thinking, strategy formulation and execution, as well as collaboration. Moreover, she is adept at planning and executing large-scale change initiatives across various operating environments and functions. In addition, her core competencies encompass brand management and the development and implementation of communication strategies for enterprises and individuals. She applies best practices in organizational and leadership development to execute critical path strategies, utilizing outcome-focused advisory and mentoring tools and techniques.

Her Leadership Style

Lin’s leadership style has always emphasized clarity of purpose, working through and with key stakeholders and a commitment to coaching, mentoring team members and stakeholders to the realization of shared success in safe and trusting environments where creative and innovative thinking and action can flourish, and where failing forward is celebrated

Lin is also a forward-looking results focused strategic advisor who can identify and communicate difficult realities, envision the possibilities, and create the conditions for their realization. 

Guidance for Aspiring Innovators

In a world where adaptability and innovation lead to ongoing game-changing results, the capacity to empower team members throughout the organization emerges as a vital component in promoting transformation. Lin emphasizes several relevant points:

• Empowered team members feel appreciated and trusted;
• Empowered employees exhibit heightened creativity, which is a catalyst for innovation;
• Organizations that empower their workforce retain top talent;
• Empowering organizations cultivate robust brands
• Mutual trust and support breeds believability and a commitment to achievability
• Transparency and communications excellence is an essential aspect of a culture that is both empowered and empowering. 

 By championing empowerment strategies that permeate cultures, leaders can transform their organizations into dynamic, adaptable, and resilient entities that position for difficult-to-replicate competitive advantage and sustained game-changing outcomes.

“A leader is great, not due to the power they possess, but because of their capacity to empower others.”  John Maxwell, Organization Development expert  

Leaving Behind a Legacy

Lin is a visionary strategic advisor and executive coach, empowering executives, entrepreneurs, leadership teams, and high-potential leaders on fast tracks to address the most complex challenges and difficult-to-replicate strategic opportunities when it matters most.  Importantly, she knows how to create the necessary conditions for their resolution and achievement.

Following several years of coaching, mentoring, and leading change-driven operations, Lin’s journey continues to evolve. As the Founder and President of Great Circle Associates, she has emerged as a pivotal influence behind some of the most audacious leadership transformations in contemporary business.

However, Lin does not perceive her work through the lens of metrics or titles. Instead, Lin views it through moments: when a leader transitions from fear to confidence, when a team restores trust, when a company reorients itself with its mission, and when an individual courageously reveals their true self.

• 📌 Visit  Linda C. Coughlin👉  – LinkedIn Profile
• 🌐 Explore Great Circle Associates👉 – Company Website

Bronwyn Jones’ leadership journey was not a deliberate pursuit but rather an organic evolution sparked by passion and opportunity. Bronwyn has always valued independence, cherishing the freedom to balance work and play on her terms As a self-described workaholic, she thrives on efficiency and the satisfaction of turning ideas into reality.

The catalyst for her leadership path came thirteen years ago when she discovered bokashi, a Japanese-developed composting method capable of processing cooked food, meat, and dairy. Skeptical yet intrigued, Bronwyn tested it herself and was astounded by its potential. This revelation ignited a vision to share this sustainable solution with others, leading her to found Bokashi Bran®. What began as a personal fascination grew into a mission-driven business.

Building Bokashi Bran® has been a journey of learning and leading by example. Today, Bronwyn leads a dedicated team of fifteen, and together she has created a workplace that hums with efficiency and purpose. For Bronwyn, leadership is about fostering a culture where everyone feels valued and inspired. Ensuring her team is happy and fulfilled is not just a priority it is the cornerstone of her success. Bronwyn’s inspiration as a leader stems from the belief that meaningful change, like sustainable composting, starts with curiosity, commitment, and a shared vision.

Overcoming the Odds

One of the most significant challenges Bronwyn have faced as a leader was securing face-to-face meetings with decision-makers in large waste management companies. Bokashi Bran offers a sustainable, value-adding solution that complements waste management operations by composting cooked food, meat, and dairy. However, breaking into a male-dominated industry as a female entrepreneur in the early days proved to be a formidable barrier. The lack of initial access to key stakeholders threatened to stall her growth.

Qualities of a Leader

In today’s business world, Bronwyn believes that adaptability, resilience, and empathy are essential qualities of a leader. Adaptability allows leaders to navigate the ever-changing business landscape and embrace new opportunities. Resilience helps them overcome challenges and setbacks, while empathy fosters strong relationships and a supportive work environment. Additionally, a clear vision and the ability to inspire and motivate others are crucial for driving success and innovation.

Her Role Model

Throughout her entrepreneurial journey, Bronwyn has been privileged to draw wisdom and inspiration from a constellation of mentors and r the reality that success demands relentless hard work. Their example laid the foundation for her work ethic and entrepreneurial spirit.

Another pivotal figure has been Doug Lumley, Bronwyn’s first boss in the office automation industry. Doug’s mentorship extended far beyond professional guidance; his pragmatic advice and unwavering support have been a constant through the years. Even today, as a trusted friend, he offers insights that keep her grounded and forward-focused.

Above all, Bronwyn’s husband stands as her greatest mentor and role model. As a fellow entrepreneur and accomplished business owner, he has been an unwavering source of encouragement and strategic counsel. His ability to navigate challenges with resilience and vision has inspired Bronwyn to lead with confidence and purpose. Together, these influences have shaped not just her career but her approach to leadership rooted in hard work, collaboration, and a commitment to turning vision into reality.

Advice to the Future Entrepreneur

Bronwyn’s advice to other leaders and entrepreneurs aspiring to drive innovation is to stay curious and open-minded. Embrace new ideas and technologies, and not to be afraid to take risks. Collaboration and continuous learning are key to staying ahead in the field. Most importantly, remain committed to one’s vision and values, and inspire others to join on your journey.

Highlighting a Business Environment Supportive of Women

Businesses should make several changes to support women leaders, including implementing flexible work arrangements, providing leadership development programs, and fostering a culture of inclusivity. Additionally, businesses should actively work to eliminate gender biases and ensure equal opportunities for women to advance in their careers.

The Future Roadmap

The future roadmap for Bokashi Bran® is centered on scaling their impact and driving sustainable change across South Africa’s waste management landscape. Their primary goal is to expand their food waste collection service into more communities, making sustainable composting accessible to households and businesses alike. To achieve this, they are pursuing strategic partnerships with leading South African retailers, leveraging their extensive scooter bike networks to create an efficient, eco-friendly collection system. While securing meetings with key decision-makers in these large corporations remains a challenge, they are actively building their credibility and networks to open these doors.

In parallel, they are empowering local entrepreneurs by training them to establish and manage community-based composting facilities. This initiative not only extends their reach but also addresses South Africa’s critical need for job creation, fostering economic growth alongside environmental sustainability. By building a network of passionate, skilled food waste entrepreneurs, they aim to create a decentralized, resilient system for organic waste management.

Additionally, they are developing a cutting-edge digital portal for our commercial kitchen clients. This platform, currently in development stage, will provide real-time, actionable insights into food waste metrics, enabling businesses to optimize their operations and reduce waste more effectively. Their vision is to blend innovation, community engagement, and strategic partnerships to position Bokashi Bran® as a leader in sustainable waste solutions, transforming how South Africa and global organisations manage organic waste while creating lasting social and environmental impact.

Embracing a Purpose-Driven Leadership Philosophy

One aspect of Bronwyn’s leadership journey that has been pivotal is her commitment to purpose-driven leadership. At Bokashi Bran, their mission transcends profit it’s about creating a sustainable future by transforming how communities manage organic waste. This purpose guides every decision, from forging partnerships to empowering local entrepreneurs. Leading with purpose has not only fueled her resilience through challenges but also inspired her team to share in the vision. For instance, seeing the tangible environmental impact of their composting initiatives reducing landfill waste and enriching soil reinforces their collective drive. As a leader, she learned that aligning a team around a shared mission creates a powerful ripple effect, fostering innovation and loyalty.

Navigating Leadership in a Niche, Emerging Industry

Pioneering a business in the niche field of bokashi composting has required Bronwyn to carve out a path where few existed. Unlike traditional waste management, bokashi is still an emerging concept in South Africa and globally, which has demanded both education and advocacy as part of her leadership role. She had to wear multiple hats innovator, educator, and network-builder to shift perceptions and demonstrate the value of their solution. For example, engaging with communities and businesses to explain how bokashi can compost challenging waste streams like meat and dairy has been a slow but rewarding process. This experience has taught her that leadership in an emerging industry requires patience, persistence, and a willingness to bridge knowledge gaps, turning skepticism into opportunity.

Fostering a Culture of Innovation and Adaptability

A key driver of Bokashi Bran’s success has been their culture of innovation and adaptability, which Bronwyn actively cultivate as a leader. The waste management sector is evolving rapidly, with increasing emphasis on sustainability and technology. To stay ahead, Bronwyn encourages her team to experiment and iterate, whether it’s refining their composting processes or developing their upcoming digital portal for commercial kitchens. One memorable instance was when they piloted a community collection model, learning from local feedback to optimize logistics. As a leader, Bronwyn found that empowering her team to take risks and learn from setbacks fosters a dynamic, solution-oriented mindset that keeps us competitive and impactful.

• 📌 Visit Bronwyn Jones👉  – LinkedIn Profile
• 🌐 Explore Bokashi Bran (Pty) Ltd  👉 – Company Website

1. Can you share your leadership journey and what inspired you to become a leader in your field?
   
   My leadership journey started with a deep belief in finance as a tool for empowerment. Early in my career, I worked with Kiva, supporting microfinance institutions in Southern Africa that provided capital access to entrepreneurs in underserved communities. That experience showed me how transformative financial inclusion could be. After earning my MBA from Yale, I worked in management consulting at McKinsey & Company, advising retail banks in the Middle East and Europe on strategy and innovation. But over time, I realized I wanted to build companies that reflected my own values. I founded Okta Investment GmbH, a private investment firm with SPVs focused on renewables and emerging markets, and later Moola Money, a software platform helping millennials and Gen Z gain affordable access to personalized financial guidance. Across both ventures, my focus has been on creating systems that democratize access — whether to investment opportunities or financial knowledge.
   
   
   
2. What key qualities do you believe are essential for a leader in today’s business world?
   Today’s business world demands adaptability and resilience. Living and working across Southern Africa, the USA, the Middle East, and Europe taught me how to quickly adapt to different business cultures and lead across diverse environments. My expeditions, like kayaking in Greenland and cycling across continents, reinforce the importance of being a team player and being practical and resourceful in unpredictable conditions. Another essential quality is boldness despite differences. As a female Asian founder and investor operating in spaces where I’m the only one who looks like me, I’ve learned that leaning into what makes me different, rather than trying to fit a mold, has been critical to building authentic leadership and driving innovation.
   
   
   
3. Which company do you represent and in which industry does it operate?
   I represent both the companies I founded, Okta Investment GmbH and Moola Money, which operate within the broader finance industry. Okta is a private investment company with experimental strategies targeting sustainable sectors and emerging markets. Moola Money is a fintech platform built to democratize financial education and guidance, helping individuals make smarter financial decisions without the high costs typically associated with traditional wealth management services.
   
   
   
4. What legacy do you hope to leave behind for future generations of women in business?
   I hope to leave a legacy of empowering others to take control of their financial futures. Through running investment education workshops for women founder networks like Dreamers & Doers and Amela, I’ve seen firsthand how financial literacy can unlock leadership potential. My dream is to scale that impact further by making financial empowerment part of the foundation for future generations of women founders and leaders.
   
   
   
5. What steps do you believe the business world still needs to take to further support and empower women in leadership roles?
   Businesses need to rethink traditional work structures. At Moola Money, we’ve organically built a founding team of women — CEO, COO, software engineer, and founder’s associate — by prioritizing talent and passion over stereotypes. Our team includes an aspiring pilot and software company founder, a top-notch corporate lawyer and COO and an independent asset manager. We’ve also embraced flexible working arrangements, including part-time contracts and remote-first policies, to support different life stages and realities, which sometimes mean team members call in from an AirBnB in Spain. Creating flexible, inclusive paths to leadership makes it easier for women to rise and stay in leadership roles.
   
   
   
6. What advice would you give to other leaders and entrepreneurs aspiring to drive innovation in their fields?
   Start before you feel ready, because true innovation comes from iteration, not waiting for perfection. Build a strong, values-aligned network because innovation isn’t a solo journey. Surround yourself with people who push you to think bigger, stay on track and most importantly, laugh.
   
   
   
7. Who has been a key mentor or role model for you, and how has their influence helped shape your journey?
   I’ve been fortunate to have powerful mentors and role models who also happen to be women of adventure. Ruth Storm, a leadership coach, helped me understand how emotional intelligence can be a source of strength in high-pressure business environments, and how to have your cake and eat it when it comes to having a family, career and adventure. Hannah McKeand, a polar explorer who holds multiple records for reaching the South Pole, has been another role model. Her example showed me that preparation, endurance, and mental toughness are transferable skills, and how to deftly manage team dynamics in harsh environments.
   
   
   
8. What changes do you think businesses should make to support women leaders?
   Businesses need to normalize diverse leadership styles and institutionalize sponsorship programs. Sponsorship, where leaders actively advocate for women’s advancement, is far more powerful than mentorship alone. Putting more women in leadership and hiring positions can help to create change as women are more likely to hire other women – my all-female team at Moola is testament to that.
   
   
   
9. Can you discuss a significant challenge you faced as a leader and how you overcame it?
   One of the greatest challenges I faced was navigating hostile work environments early in my career. It wasn’t just about difficult individuals, it was about cultures where competition was valued over collaboration, and politics over purpose. I overcame these experiences by staying deeply rooted in my values, setting my personal boundaries, and ultimately deciding to build my own companies where culture is intentional, positive, and empowering from the ground up.
   
   
   
10. What advice would you give to aspiring leaders looking to make a difference in their respective fields?
    Dare to build what doesn’t yet exist, and choose work that you genuinely believe in. When your work is aligned with your values, it’s much easier to find the perseverance needed to lead through challenges. Also, have the self-respect not to stay in environments where you are not valued or respected. Leadership starts with setting your own standards — knowing when to walk away is just as important as knowing when to stay and build.
    
    
    
11. Brief us about your future roadmap?
    For Okta Investment, I’m focused on expanding our portfolio of sustainable and impact-driven investments, continuing to channel capital toward initiatives that create long-term value. For Moola Money, we’re preparing to launch publicly in the UK, making accessible, affordable financial guidance available to a much broader audience. I’m excited to keep building ventures that are both commercially successful and deeply meaningful.

• 📌 Visit Linda Du 👉  – LinkedIn Profile
• 🌐 Explore Okta Investment GmbH  👉 – Company Website