I'm often asked if I have a coaching framework. I've said I had many that I draw on, not one. But that's not a sufficient response. I stand most fundamentally in three traditions:

  • Ontological Coaching: This foundation (which I've studied with Fernando Flores, Chauncey Bell, and Bob Dunham over the last 20 years) focuses on "ways of being"—how we show up in the world through the interplay of language, emotions, and body—as well as our ways of doing. Unlike typical executive coaching, which often emphasizes goal-setting, performance metrics, or behavioral adjustments, ontological coaching dives deeper into the underlying structures of how we perceive and engage with the world—shifting the lenses through which we see, so we can create—and deliver on—new possibilities for action and impact.
  • WISC (which I've studied for nearly 15 years with Bryan Franklin and Jennifer Russell, coaches to 12 unicorns): Two dozen models spread across four quadrants: Workable Actions (strategy and practices); Internal Experience (beliefs, identity, internal narratives); Systems & Scale (organizational growth architecture); and Culture & Leadership (culture, leadership, relational dynamics).
  • Living Systems (a framework that I've been developing in the course of 50+ years of work building the sustainability and sustainable business movements): distilling and applying 3.8 billion years of open source R&D from the living world to evolving productive, efficient, adaptive, resilient, profitable, value-building systems.

Gil Friend

  Ontological Coach • Strategic Advisor • Sustainability Pioneer  

I help world-changers think more clearly, lead  more powerfully, and stay sane in the midst of the crazy.

For 50+ years, I've helped some of the world's best organizations drive meaningful, profitable change.

Now I work one-on-one with executives, founders, and emerging leaders committed to real impact, and to building businesses that serve life.

Yes, let's book a first working session

No cost. No obligation. No net.

Gil Friend

  Ontological Coach • Strategic Advisor • Sustainability Pioneer  

I help world-changers think more clearly, lead  more powerfully, and stay sane in the midst of the crazy.

For 50+ years, I've helped some of the world's best organizations drive meaningful, profitable change.

Now I work one-on-one with executives, founders, and emerging leaders committed to real impact, and to building businesses that serve life.

Yes, let's book a first working session

No cost. No obligation. No net.

I'm often asked if I have a coaching framework. I've said I had many that I draw on, not one. But that's not a sufficient response. I stand most fundamentally in three traditions:

  • Ontological Coaching: This foundation (which I've studied with Fernando Flores, Chauncey Bell, and Bob Dunham over the last 20 years) focuses on "ways of being"—how we show up in the world through the interplay of language, emotions, and body—as well as our ways of doing. Unlike typical executive coaching, which often emphasizes goal-setting, performance metrics, or behavioral adjustments, ontological coaching dives deeper into the underlying structures of how we perceive and engage with the world—shifting the lenses through which we see, so we can create—and deliver on—new possibilities for action and impact.
  • WISC (which I've studied for nearly 15 years with Bryan Franklin and Jennifer Russell, coaches to 12 unicorns): Two dozen models spread across four quadrants: Workable Actions (strategy and practices); Internal Experience (beliefs, identity, internal narratives); Systems & Scale (organizational growth architecture); and Culture & Leadership (culture, leadership, relational dynamics).
  • Living Systems (a framework that I've been developing in the course of 50+ years of work building the sustainability and sustainable business movements): distilling and applying 3.8 billion years of open source R&D from the living world to evolving productive, efficient, adaptive, resilient, profitable, value-building systems.

50+

Hall of Fame

Fortune 500

Global

YEARS IN
SUSTAINABILITY
SUSTAINABILITY
PIONEER
TO STARTUPS
IMPACT

50+

YEARS IN
SUSTAINABILITY

Hall of Fame

SUSTAINABILITY
PIONEER

Fortune 500

TO STARTUPS

Global

IMPACT

What clients say

“Working with Gil helped me transform sales from something I resisted into a powerful expression of my purpose — and my revenue 10x'd in six months”

Sarah Cove 
Managing Director, Taligens Group
“One of the best business investments I've made, ever..”

Mitch Ratcliffe
Director of Digital Strategy & Innovation, Intentional Futures


“Gil is one of the most thoughtful and creative thinkers I know in sustainable business.”


Joel Makower
Executive Chairman, Trellis Group

“One of the best business investments I've made, ever.”


Mitch Ratcliffe
Director of Digital Strategy & Innovation, Intentional Futures

“Gil is one of the most thoughtful and creative thinkers I know in sustainable business.”


Joel Makower
Executive Chairman, Trellis Group
Gil helped me find a quiet power in my leadership — grounded, creative, and no longer reactive.”

Gayatri Roshan
CEO, Dashboard.Earth

“He helped us really envision what we thought was important around sustainability, and where we wanted to go.”


Michael Kobori
VP Sustainability, Levi Strauss & Co.

Ready to talk?

I work with only a small number of clients at a time.
If you're ready for an exploratory conversation—no cost, no obligation, no net—reach out now.

Yes, let's book a first working session

No cost. No obligation. No net.

© 2026 Gil Friend · Natural Logic Inc.
[bot_catcher]