Dr. Joel Perez is a leadership coach, consultant, and author whose journey from the son of Mexican immigrants to a respected voice in leadership development reflects both resilience and purpose. With over two decades of experience, he helps professionals and organizations cultivate belonging, psychological safety, and cultural humility—values he believes are essential to exceptional leadership. His story embodies the spirit of mindful growth, compassion, and community that Humans of Fuzia celebrates. By sharing his perspective, we hope to inspire our 5-million-strong community to lead with empathy and inclusion—living our shared “He for She” and “She for She” mission.
Q: Joel, could you tell us about your journey and what led you to coaching?
A: I had to pivot during the pandemic—like many people did—and that shift led me to discover coaching. After becoming certified, I started building my client base, which initially included many higher education professionals. Over time, I expanded my work to include consulting, training, development, and speaking. Now, I help professionals and organizations create deep belonging and psychological safety so they can meet their goals. That work also inspired me to write my book Dear White Leader: How to Achieve Organizational Excellence Through Cultural Humility, which encourages leaders to move from being effective to truly exceptional.
Q: What does your coaching process look like?
A: My one-on-one coaching programs typically run for six months or about twelve sessions. We begin with the Gallup Strengths Assessment, which forms the foundation for our sessions. From there, I customize everything based on the client’s goals. I also offer three signature programs: one on cultural humility for leaders, one supporting higher education administrators through transitions, and one focused on helping leaders elevate their skills. Each program is deeply personalized because leadership development isn’t one-size-fits-all.
Q: You’ve also mentioned training and development work. How do you bring that to life?
A: Training and development are always customized to the organization’s needs. I use various tools—including Gallup Strengths and LEGO® Serious Play—to help teams visualize leadership concepts and build collaborative understanding. I also incorporate intercultural development tools and cultural humility frameworks. Whether in person or virtual, my focus is always on helping leaders grow in ways that are both human-centered and results-driven.
Q: How do people usually discover your work?
A: Most of my visibility comes from LinkedIn—I’m very active there. I also share resources through my website, ApoyoCoaching.com, where “Apoyo” means “support” in Spanish. I post videos on YouTube and updates on Instagram as well. I use these platforms to share insights on leadership, inclusion, belonging, and psychological safety, along with articles and book recommendations through my monthly newsletter.
Q: As a solopreneur, do you manage everything yourself?
A: Yes, primarily. I describe myself as a one-person shop. I handle all coaching, consulting, and training personally because my approach is highly individualized. Occasionally, I collaborate with independent consultants for larger projects, but if someone books coaching with me, they’re working directly with me. I want to ensure that every client gets my authentic attention and expertise.
Q: What are your current goals for the next few years?
A: In the short term, I want to continue amplifying my message by doing more speaking engagements and workshops. I’m also working on my second book, which I hope to complete by 2026. My focus remains on helping leaders become exceptional—those who create safe and inclusive spaces for their teams. Financially, I aim for sustainability and balance, ensuring that my family life and professional goals align meaningfully.
Q: What challenges have you faced along this journey?
A: Personally, raising four children between the ages of 14 and 21 while running a business is a challenge. Professionally, I’m at a point where I’m reflecting on whether to scale my business or maintain its current rhythm. I value depth over size. I don’t want a large firm; I want meaningful impact. My biggest challenge is finding the balance between growth and presence—making sure I have time for my clients, my family, and myself. AI tools have helped streamline some tasks, but I still ensure that my voice stays at the heart of everything I produce.
Q: That’s a beautifully mindful approach. Where does this groundedness come from?
A: Experience, mentors, and my faith. I’m in what I call the second stage of my life, and I’ve learned that success without peace isn’t real success. I encourage my clients—and remind myself—to slow down, reflect, and choose what truly matters. Coaching is about creating space for reflection, and I apply that philosophy to my own life too. My faith and community keep me centered. Like redwood trees that intertwine their roots with others for strength, we all need community to stay grounded and supported.
“Find your community and lean into it. You don’t have to keep growing just because the world tells you to. Sometimes, staying still and rooted is the most powerful way to grow.” — Dr. Joel Perez
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