About Us – Serofia

About us

Get to know Serofia and us.

Serofia helps leaders turn strategic ambition into operational reality. We believe lasting performance grows where leadership, people, and operational excellence are developed together. Through deep listening, practical experimentation, and learning by doing, we help leaders and teams build the clarity, capability, and momentum needed to create meaningful change that lasts.

Purpose

We believe the strongest organizations of the future will be those that connect people and performance, humanity and execution, and short-term results with long-term health.

When leadership, human potential, and operational excellence strengthen one another, leaders, teams, and organizations can truly flourish.

Ambition

Our ambition is to be your most trusted partner for human-centred leadership excellence - helping you connect people, process, and performance through small steps that build real resilience and make change and capability stick.

Vision

A world where human potential and operational excellence strengthen one another, enabling leaders and teams to create lasting value with clarity, humanity, and resilience.

Approach

Start small. Create value early. Learn by doing. Build capability that lasts.

Serofia partners with leaders who want more than quick fixes. We help create measurable improvement while building the internal capability to keep solving problems, learning, and developing long after we leave. Through deep listening, learning by doing, and practical methods grounded in research, we connect people, process, and performance in ways that are real, flexible, and sustainable.

Our work blends coaching, consulting, and training in whatever mix the situation requires. Always down to earth, always adaptive, always focused on meaningful impact.

Richard

Managing Director, Basel

Hello, I’m Richard, and I’m genuinely honored you’re here.

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Serofia grew out of a simple but deeply held belief: organizations do their best work when people and performance strengthen one another. My own path has taken me from engineering physics and field research into global transformation, operational leadership, systems thinking, and coaching across cultures and industries. Living and working across Europe, Latin America, and Greater China, and studying Mandarin and Chinese culture, has taught me to value different perspectives, listen more deeply, and appreciate how much becomes possible when we connect the human and the operational.

What has always stayed with me is a deep curiosity about people, learning, and complex challenges: how we create engagement, unlock human potential, and help leaders make meaningful progress without losing what makes us human.

Over the years, I have come to believe deeply in coaching, not only because I have seen its impact as a coach, but also because I have experienced the value of being coached myself. Coaching creates space to pause, reflect, and see more clearly: ourselves, other people, and the real challenge at hand.

At the same time, I believe leaders also need thoughtful challenge, honest analysis, practical advice, training, and support in seeing patterns, relationships, and systems more clearly. My goal is always to partner with each leader in the way that serves them best, whether that means coaching, consulting, training, or a combination.

For me, personally, meditation belongs here too: not as a wellness add-on, but as a way to strengthen presence, clarity, compassion, and wise action. Especially in a world shaped by AI, I believe our task is not to become less human, but more present, more conscious, and more deeply connected.

I love working with leaders who are curious, open, and ready to make a positive difference, for people, for performance, and for the future they are helping to shape. My approach is holistic, but grounded in the details: small steps, honest reflection, learning by doing, and building change that lasts.

If this resonates with you, I would be delighted to get to know you and explore what we might build together.

Looking forward to hearing from you!

Carina

Managing Director, Stockholm

Hi, I’m Carina, and it’s a pleasure to have you here.

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Twenty-five years ago, I found myself in the role of a researcher in the middle of a major change project at a Swedish construction company. The visions were big and the ambitions high. The change leader, his team, and the external consultants were completely confident in their solutions. Everything had worked very well in other industries, so it was expected to work just as well here.

But almost nothing worked as intended. After a while, I understood why.

The solutions focused on what seemed to be the problem, rather than what was actually causing it. The organisation’s real needs had not been fully explored. It was an eye-opener for me.

Since then, I have seen the same pattern many times, in both large and small companies across different industries. Initiatives that start with implementing a solution that seems reasonable and well thought through but later turn out to address only part of the problem or only symptoms.

But I have also experienced change that worked well. In those cases, the starting point was different. Understanding the challenges and how the organizational setup could be changed to allow for new ways of working was an important part, as well as careful testing of solutions.

For the last 25 years I have mapped and analysed industry structures, financial statements, processes, and work setups. I have created and implemented solutions to enable change, been on the receiving end of change, and been called in to repair initiatives that had already gone off track. I have done this in different roles over the years; as a PhD researcher, analyst at a bank, and a consultant.

This has taught me a lot about how change actually unfolds in practice. I’ve been on the receiving end of organizational change myself, and I know how complex and overwhelming it can feel. I also know how easy it is to skip the early steps when pressure is high and go straight into implementing a solution without knowing whether it’s the right fit.

When I work with leaders and teams in change, I bring these experiences with me. I especially enjoy working with those who are willing to be open about both their strengths and weaknesses and explore new ways forward step by step.

Looking forward to hearing from you!