Heather Armstrong

Who I Am

I’m a connector. It took me many years to understand how to turn that into a career, but it’s always been there. I connect patterns, experiences, and things that don’t seem related at first, but tell a much bigger story when you step back. For years I did this for companies and brands. Now I get to do it for people, and I’ve realized that was always the missing link.

I help people get clear on what they want so they can make career decisions they trust. Not what they “should” do, what fits who they are. Because I truly believe this: you already have more insight than you think. You’re just having trouble trusting it right now.

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My Story

After 20 successful years in marketing and advertising, I still felt lost in my own career. I had the traditional story, falling into one job after the next, with no idea you could design a career, or that career coaching even existed. On the outside, it all made sense. On the inside, I felt completely disconnected from my own path. I thought you chose something and figured out how to make it work. I see it very differently now.

I didn’t realize at the time I had been doing this work long before I knew it was my calling. When colleagues were laid off, I’d spend time helping them think through what might fit them better, often in a completely different direction. As a CEO, I shaped roles around people so they could do more of what they were naturally good at. I have always believed that encouraging people to be themselves first is what leads to better outcomes, for the individual and for the team. Meeting Dr. Helen Harkness, the founder of Career Design, was more than a turning point. It felt personal. I even cried the day I met her and had no idea why I was so emotional. Her work gave language and structure to something I had felt for a long time, but couldn’t fully explain. I remember thinking: “This is it.” This is what I’ve been trying to do all along. That realization changed everything. Now I get to keep her work alive, carry her legacy forward, and help people do for themselves what she spent over four decades doing for others.

Who I Work With

The people who find me are thoughtful and capable. They’ve built something that works, at least on paper. They’ve worked hard, made good decisions, done everything they were supposed to do. But something doesn’t feel right anymore. They might say things like: “I know there’s more, I just don’t know what it is.” Or “I hate my job, but I don’t know what else I can do.” Or simply, “I don’t trust myself to make the right decision.”

I work primarily with mid-career and late-career professionals, people re-entering the workforce, and clients navigating anxiety or other unique circumstances. I especially love working with people who feel like they’ve lost themselves somewhere along the way, and who are ready to do the deeper work to find out what’s next. If you’re here, even a small part of you probably already knows: you deserve to love your work.

What Working With Me Looks Like

Most people think they’re coming to me to figure out what to do next. But that’s not really the first step. Before you can make a decision that fits, you have to understand yourself in a different way. I help you connect the dots between your experiences, strengths, and values, see the patterns that are easy to miss when you’re too close to them, and put language around things you’ve felt, but haven’t been able to explain. I listen for what’s beneath the surface of what you’re saying. I help you hear yourself differently.

I don’t give you the answer. I help you recognize it within yourself. And once that clarity comes, confidence isn’t something you have to force, it starts to come back naturally. From there, we build a direction that fits you. Not something you feel like you should do. Something that makes sense for who you are.

Book a Complimentary Consultation with Heather