About Us

Who we are is as important as what we do

Our approach is values-based (Caroline's include Collaboration, Joy & Pride; Aaron's include Connection, Courage & Creativity) and holistic, meaning we deal with the whole person – intellect, emotions, relationships, and even (or perhaps especially) the physical body. We believe that who we are is as important as what we do.

Caroline and Aaron Sugarman, founders of The WYSIWYG Co., studio portrait

01 / Clients

No typical client

In all our years of doing this work, we haven't yet found a "typical" client. We work with introverts and extroverts, artists, entrepreneurs, management, emerging leaders and seasoned execs, folks at the bottom, middle and top of the org chart (or not on the chart at all). Our organizational clients include non-profits, social enterprises, start-ups and well-established companies looking to up their game.

Headshot of Caroline Sugarman

Executive Coach · Management Consultant · ICF PCC

Caroline Sugarman

Executive Coach · Management Consultant · ICF PCC

Caroline is a Professional Certified Coach (PCC), Kolbe Certified™ Consultant, CQ Certified Facilitator, ESCI Accredited Coach and a highly experienced leader of personal and organizational transformation seminars. She has led workshops to groups with a wide variety of backgrounds, including CEOs and executives, celebrities and entrepreneurs. She is a strong fact-finder, able to quickly cut to the heart of a situation and distill insights into actions and practices.

Credentials

  • Professional Certified Coach (PCC), International Coaching Federation
  • Newfield Certified Coach (Newfield Network)
  • Kolbe Certified™ Consultant
  • Leadership Circle Profile 360, certified
  • ESCI Accredited Coach (Hay Group)
  • Certified Cultural Intelligence (CQ) Facilitator
  • Integrative Enneagram Accredited Practitioner
  • Brain-Based Coaching (NeuroLeadership Institute)
  • 3VQ/TED* Facilitator
  • Strengths Profile

Values: Collaboration, Joy, Pride

Caroline on LinkedIn

Headshot of Aaron Sugarman

Executive Coach · Adult Development · ICF PCC

Aaron Sugarman

Executive Coach · Adult Development · ICF PCC

Aaron is a Professional Certified Coach (PCC) and ESCI Accredited Coach. He has worked with some of the world's leading creative talents in media, marketing and entertainment for thirty years. His coaching focuses on emotional intelligence, leadership, transitions and work-life balance, and brings together diverse interests and experiences ranging from creative development and business consulting to his study of Neuroscience, Psychology, Yoga and Zen Buddhism.

Credentials

  • Professional Certified Coach (PCC), International Coaching Federation
  • Newfield Certified Coach (ontological coaching)
  • ESCI Accredited (Hay Group)
  • Leadership Circle Profile 360, certified
  • Integrative Enneagram Accredited Practitioner
  • B.A. Rhetoric, Binghamton University, Phi Beta Kappa

Values: Connection, Courage, Creativity

Aaron on LinkedIn

05 / Associates

Associates

Caroline and Aaron work alongside a small circle of trusted coaches and colleagues.

  • Susan Spritz Myers

    Master Certified Coach (MCC)

    Susan is a Master Certified Coach (MCC), the highest ICF credential, and a Kolbe Certified Master Team Consultant. She works with leaders and teams on leadership development and team collaboration, using assessments including Kolbe, the Leadership Circle and Korn Ferry tools. Based in the Chicago area.

  • Annette Rizzo

    Organizational Development Consultant

    Annette has more than 20 years of experience in organizational development, strategic planning and diversity, equity and inclusion (DEI), and brings an analytical, scientific approach to change management.

  • Brianna Braga

    Client Coordinator

    Brianna is an ICF ACC Accredited Coach and our Client Coordinator, looking after logistics and the client experience.

07 / Quotes

Client quotes

  • The turnaround I led here was done with the active support of a dynamic duo – Caroline & Aaron…

    Executive Director
  • Highly effective.

    Entrepreneur
  • Recalibrated my approach to work and how it fit into my life. It's rare to find a coach who has this mix of head and heart, intellect and emotion.

    Music Executive
  • I've learned to be more decisive, confident and fair in all facets of my life.

    Marketing Executive
  • I feel like you have peered into my soul. Very interesting—and helpful!

    HR Executive
  • WYSIWYG helps you to clearly see who you are, what you are capable of, and what is important in life.

    Entrepreneur
  • Caroline's coaching turned our business around. She has a unique ability to distinguish strengths and passions and focus on them. She sees what we cannot, both opportunities and roadblocks, in a way that unleashes our creativity and helps us craft strategies that work.

    Entrepreneur
  • Caroline's gentle and insightful questioning has helped me discover what is most important to me. Under her guidance, I am better able to consciously choose actions that are more aligned with my personal values and that are bringing me pure joy.

    Health Care Practitioner
  • We spend much of our life building narratives to explain why we can't be this or that, why we should accept this state or that, why we must self-limit our dreams. Caroline gets beneath decades of history to help you clarify decision points, move to a more fulfilled place in life, and realize your untapped potential.

    COO
  • It provided a lot of support for me to stop being so hard on myself and move toward my strengths.

    Conative coaching client