We believe the most
important work happens
inside the person,
not around them.
Coaching Go Where is a boutique executive coaching and team transformation practice founded by Anna Tan and Emma Noguchi Devianne. One PCC. One MCC. One standard: the work must actually change something.
Not a pivot.
A conviction.
Coaching Go Where did not begin as a business plan. It began as a question: why do so many organisations invest heavily in leadership development and see so little of it actually land?
Anna spent eight years as a senior consultant and government adviser in the United Kingdom, designing transformation programmes at national scale. One of them won the Cabinet Office Programme of the Year. Along the way she trained in coaching not because she was changing careers, but because coaching was the most precise instrument she had found for helping leaders actually move, rather than simply understand.
She founded CGW in Singapore in 2015. Emma joined as co-founder, bringing twenty-plus years of team and executive coaching experience and the ICF's highest credential: Master Certified Coach, held for over five years.
The practice has grown steadily since. Not by scaling systems, but by being selective, doing the work properly, and letting the results speak.
"The work must actually change something. If it does not, we are wasting each other's time."Anna Tan · CEO and Founder
Three principles that
shape everything we do.
We are not the most visible coaching practice in the market. We are deliberate about that. These are the beliefs that make us incompatible with certain clients and indispensable to others.
Leaders come to us with a problem: a team that is underperforming, a role that does not quite fit, a strategy that is not landing. In our experience, the presenting problem is rarely the real one. The real one is almost always about identity, belief, or what the leader has silently decided is and is not possible for them.
The leadership development industry produces a great deal of insight. People leave programmes feeling energised and articulate about what needs to change. Weeks later, nothing has. We care about what actually shifts, not what is understood. Our work is designed around activation, not education.
No framework delivers transformation on its own. The quality of the relationship between the coach and the client is what determines whether the work goes anywhere. We invest heavily in that relationship before, during, and after each engagement. It is not a nice-to-have. It is the mechanism.
One MCC. One PCC.
Est. 2015.
Two founders. Two distinct archetypes. One shared standard: the work must actually land.
"I work on the thing most interventions miss: the internal architecture that determines what the strategy can actually deliver."
Anna works on the internal architecture that determines what the strategy can actually deliver.
She spent eight years as a senior consultant and government adviser in the UK, designing transformation programmes at national scale. One of them won the Cabinet Office Programme of the Year. During that period she trained in coaching not as a career change, but because it was the most precise tool she had found for helping leaders actually move rather than simply understand. CGW is the business she built from that foundation.
She will ask the question you have been avoiding. She will not let you leave with the same story you arrived with.
"I work on what is happening between the people, rather than within them."
Emma works on the thing most leaders cannot see: what is happening between the people, rather than within them.
Over twenty years, across twelve industries, with the ICF's highest coaching credential held for over five years, she has built a body of work defined by one quality her clients name consistently: the experience of being entirely seen. Not analysed. Not managed. Seen.
She will name what has not been said. She will not let the team leave without having faced it.
Ready to find out
if we are the right fit?
We begin every engagement with a direct conversation. No forms. No automated responses. A real reply from Anna or Emma.