why it matters
For Leaders who Really Want to Lead
Organizations fail because leaders are paralyzed by complexity and powerlessness.I help leaders reclaim their power, build massive character, and cultivate teams that thrive with meaning, purpose, and hope.I’m Rym Tounsi, executive coach and leadership & culture strategist. Everything here is designed to help you lead boldly when it matters most.
Lead or Die
To lead is a choice to face life’s meaning head-on. When leaders step into their raw power, they ignite influence, innovation, and change that lasts. I stand with founders, executives, and cultures ready to rise beyond survival and claim their place in shaping the future.
What I Do
Igniting Fierce Leadership
I work with leaders and teams in moments of transition, conflict, or growth. Through coaching, culture transformation, speaking, and research, I help build characterful, purpose-driven cultures where power is shared, honored, and multiplied, with teams that grow resilient, bold, and proud.
Speaking
Talks that Transform
I deliver keynotes that cut through the noise: raw, intense, and deeply human. Audiences leave with courage, clarity, and the will to reclaim their dignity.
Coaching
Power You Can Practice
As an ICF Professional Certified Coach (PCC), I work with founders, CEOs and seniors executives to embody leadership as a lived force. My coaching is integrative, evidence-based, and fiercely personal. Together, we build the strategies that turn struggle into transformation.
Workshops & Training
Learning That Sticks
Immersive, research-based, and raw. My trainings and workshops give leaders and teams practical tools for influence, innovation, and courage. Sparking bold thinking and transformative action.
Consulting
Cultures That thrive
For organizations ready to grow beyond resilience, I help leadership teams design bold, future-ready cultures. Together, we build systems of power, adaptability, and long-term impact that carry people forward.
Research
The anatomy of Powerlessness
My current grounded theory research explores why and how people experience powerlessness and the various processes and strategies they use to overcome it. The insights fuel every part of my practice, making leadership human.
contact
Let’s Start the Conversation
I’d love to hear from you! Get in touch with any questions, or to explore how we can work together. Just an honest conversation about what matters most to you and your team.
The Research Edge
From Theory to Practice
Research is alive. My studies on powerlessness, resilience, and human dignity inform how I work with leaders. This means every keynote, every workshop, and every coaching session is backed by real data, human stories, and insights that matter.
1. Ignite Power
I help leaders see power as pride, unlocking authenticity and influence.
2. Build Cultures
I work with organizations to cultivate dignity, courage, and pride as cultural norms.
3. Drive Change
Together, we create leaders and cultures that can adapt, transform, and shape the future.
For Founders, Executives & Teams Ready to Rise
LIVE WITH DEPTH, DIGNITY, AND PASSION.
This work is not for everyone. It is for those willing to stand in the fire of transformation, those who believe leadership is more than efficiency or resilience. If you are ready to lead with dignity, to embrace both danger and beauty in power, then let’s begin.
Shaun Spence, Aegon UK
“Rym completely transformed my approach to leadership. She helped me see obstacles as opportunities and guided me to lead with clarity and impact, inspiring my team to show up at their best.”
Andrea Woodland, IKea Canada
“Working with Rym is like having a masterclass in leadership and self-awareness at your fingertips. Her insights are profound and actionable.”
Eduardo da Conceição, Founder & Architect, Germany
“Rym’s approach helped our organization navigate uncertainty with clarity and courage. She doesn’t just talk transformation, she creates it.”
The Offer
Work With Me
I partner with individuals and organizations in three ways:* Speaking: Keynotes and talks that ignite change.
* Coaching: Leadership and team coaching tailored to your growth.
* Consulting: Organizational transformation rooted in dignity and resilience.
Keynote Speaking
Inspiring, fierce, and deeply personal talks on power, leadership, and resilience. Designed for founders, executives, and leadership teams.
Executive Coaching
Intensive process for senior leaders ready to reclaim power and lead with impact. Short-term interventions or ongoing support.
Power is Always Becoming
Power is not a dirty secret. When we hide it, change stalls and innovation dies. Power is something you practice. It lives in every choice, every confrontation, every act of courage. My mission is to help you reclaim your power, honor your pride, and lead with the full force of your humanity, using insights grounded in research to drive meaningful, lasting change in yourself, your team, and your organization.
About Rym
The Deep Business of Being Human
You’re probably here because you care about leadership, culture, and the future of work. So do I. But hear me please: my passion for this didn’t start in a classroom or a boardroom, it started in the messy middle of real life.I’ve been a founder and CEO five times over, across continents, sometimes starting from nothing but an idea and the grit to make it real. I know what it’s like to fight for a vision, to lead when the stakes are high, and to feel the weight of responsibility when everything rests on you.But along the way, I discovered something bigger: the crisis is a lack of power, the courage to act, to own our presence, to lead without losing ourselves.Today, I combine psychology, research, storytelling, and lived human insight to help leaders and teams become more fierce, resilient, and proud. This is about reclaiming power as dignity, radical pride, and a force for transformation.If you’re ready to lead boldly when it matters most, you’re in the right place.
© 2025 The Deep Business From Rym Tounsi AB. All Rights Reserved.
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