Business coaching focuses on helping organizations and individuals improve their performance, achieve their goals, and drive growth. It encompasses a wide range of services, including leadership development, strategic planning, performance optimization, and personal development. Professionals in this industry use structured methodologies and personalized guidance to address business challenges, enhance team dynamics, and support decision-making. The industry serves clients across all sectors, from startups to large corporations, offering tailored solutions to meet unique needs. As companies increasingly seek external expertise to stay competitive and adapt to change, the demand for coaching services continues to rise. This industry plays a critical role in empowering leaders, strengthening businesses, and promoting sustainable success in a rapidly evolving global economy. Casimiro da Silva Santos started in chemical engineering and worked in top roles at Nalco and Kemira. After an inspiring talk with a mentor from Simon Sinek Inc., he left his corporate job to follow his passion. He started Bring the Best, a company that mixes business skills with kind and purposeful leadership. Now, as an ActionCOACH partner, he helps small business owners grow with confidence and care. Casimiro lives in Setúbal, Portugal, with his family.

The Global Emergence of Leadership and Business Coaching as a Transformational Industry

Coaches empower leaders to navigate change, build trust-based cultures, and lead with intention. Coach Cas exemplifies this movement, combining business acumen with a deeply human approach. His work through Bring the Best and partnerships like ActionCOACH highlights the transformative power of coaching. By focusing on courage, resilience, and empathy, he helps clients achieve clarity and sustainable success. As the industry grows, thought leaders like Casimiro are redefining leadership, emphasizing authenticity and connection in a competitive landscape.

His professional life started with a solid grounding in technical and strategic knowledge. Casimiro da Silva Santos holds a Chemical Engineering degree from the University of Coimbra, where he developed his analytical ability, and an Executive MBA from Erasmus University, where he developed his leadership skills. These skills resulted in senior positions at Nalco and Kemira, overseeing operations, cross-functional teams, and regulatory compliance while driving performance. Financial success did not leave Casimiro fulfilled, however, with a feeling of disconnection between accomplishment and purpose. A game-changing coaching session from Stephen Shedletzky of Simon Sinek Inc. precipitated an awakening: authentic leadership exists beyond measures, needing trust, emotional intelligence, and value alignment. This awareness led to a drastic career change. Quitting the corporate scene, Casimiro established Bring the Best, a coaching company specializing in conscious, brave leadership. His change of course was not motivated by ego but by his desire to serve from a place of truth, to help people grow from within. Changing tracks took a lot of guts, entering the unknown arena of entrepreneurship to merge business know-how with human development. Casimiro’s odyssey highlights the strength of decisions that are guided by purpose, demonstrating how a burst of insight can transform a career.

Building the Best as a Conscious Coaching Movement and Partnering with ActionCOACH to Help Entrepreneurs Achieve Scalable Growth Through Courage, Empathy, and Resilience

With Bring the Best, Casimiro da Silva Santos established a platform to inspire entrepreneurs through coaching that combined business strategy with human development. His programs, consisting of one-on-one sessions, workshops, and online content, emphasize clarity, operational excellence, and team performance and build emotional intelligence and purpose. His coaching philosophy has three legs: courage to confront uncertainty, resilience to thrive in adversity, and empathy to establish trust. With the aid of tools such as reflective journaling and emotional intelligence surveys, he assists clients in building these qualities. To expand his reach, Casimiro has collaborated with ActionCOACH, utilising a world-renowned coaching system while incorporating his human-centric philosophy. This partnership allows him to help small and medium-sized businesses (SMEs) achieve sustainable growth and purpose-based leadership. Through newsletters, online sessions, and social media platforms, he has developed a worldwide community that embraces his vision of conscious leadership. His customers care not only about profitability but also about making a difference and about teamwork. Casimiro’s skill in incorporating tried-and-tested methodologies with one-on-one coaching makes him stand out, giving entrepreneurs practical tools and greater self-knowledge. With his growth of digital services and community outreach, Bring the Best is now a movement towards transformational leadership.

Overcoming Grief, Doubt, and Imposter Syndrome While Earning Global Recognition and Inspiring a Purpose-Driven Leadership Legacy

Casimiro’s journey has challenged his resilience and enriched his philosophy of leadership. Guiding a team through the traumatic loss of a member and another’s arrest, he walked the tightrope between counselling and business as usual, affirming his commitment to empathetic leadership. Personally, leaving a corporate executive to become a coach came with self-doubt, but client achievements and personal development validated his authenticity. Being vulnerable made him stronger in his relationships with clients, and it was a leadership strength. His work has been recognized as a Top 500 Global Inspirational Leader, named in Forbes Founders. With a Chemical Engineering degree, an Executive MBA, and a Business and Sustainability certification, he continues to grow, working towards achieving ACC accreditation with the International Coaching Federation by August. In the future, Casimiro plans to coach 10 one-on-one clients by the end of the year, increase digital programs, and hold seminars for entrepreneurial groups. By hiring a business development manager, he intends to grow Bring the Best internationally. Initiatives such as the Network of Effective African Leaders indicate his dedication to large-scale impact. Casimiro’s vision is to build a legacy of value-driven leadership, motivating leaders to turn values into action.

Words of Wisdom: Be the Leader You Follow

My advice to developing leaders is simple: become the leader you would want to follow. Leadership doesn’t require a formal title or a perfect plan; it begins with authentic action and genuine care. Show curiosity, ask thoughtful questions, and practice integrity in daily interactions. Focus on adding value to others rather than seeking praise. As you uplift colleagues, clients, and communities, success will follow naturally. Surround yourself with mentors and peers who challenge your thinking. Be an active listener and embrace diverse perspectives. Prioritize rest and reflection; sustainable leadership depends on well-being and balance. Learn to say no to commitments that misalign with your values, preserving energy for what truly matters. Understand that vulnerability is a strength that fosters trust and deeper connections. Commit to lifelong learning through reading, training, and real-life experiences.