Effectiveness. Efficiency. Effectuation.

our story

EF Choice & Associates are experienced professionals in the coaching industry. Our team of coaches are constantly gaining, and creating new tools, coaching initiatives, and methods, which directly influence how we execute the most impactful coaching solutions within your organization. With our innovative systematic approach, we help your organization become more agile. We develop more adaptable leaders, transform your teams, and help your organization thrive in constantly changing internal and external environments.

Our Mission

To help companies, small and large, define strategic objectives and formulate innovative solutions to effectively, and efficiently, reach desired business objectives.

Our Aims

  • Building a more resilient workforce.

  • Creating a more diverse human capital pipeline.

  • Increasing organization’s use of technological advances.

  • Fostering diversity and inclusion focused on acceptance coupled with humanism.

  • Improving companies’ cultural migration.

  • Effectively and efficiently improve process and company-wide agility across all business engagements.

  • Identifying, preparing, and nurturing talent for readiness in the today’s marketplace.

  • Identifying growth opportunities and pivot strategies.

core focus areas



Taking senior leader's performance to the next level by using Stakeholder Centered Coaching methodology modeled after Dr. Marshall Goldsmith, the #1 Coach in the world.

Leadership Transformation


Establish strategic alignment with trusted internal resources to design and develop customized training programs and leadership development strategies.

Organizational Effectiveness


Distinct focus on organizational competencies that's critical to achieving team alignment, effective execution and the allocation of scarce resources to achieve strategic business objectives.

Legacy & Wealth Building


Our mission is to educate and guide individuals through a systematic process to build wealth and develop a sustainable legacy.

Over billion

Our Network



- Denise Pirrotti Hummel

CEO, Lead Inclusively, Inc., EY Principal (Alum), World's Leader of Diversity & Inclusion for Marshall Goldsmith MG100s

“I have been honored to have Eugene Frazier as an Executive Coach. It is gratifying to have someone in my corner who sees me as a whole person and can coach me on every aspect of my leadership, business, personal and spiritual life in its entirety, knowing that my performance and happiness involves all of these components. His acumen in the subject-matter of Diversity and Inclusion is also a critical component of his ability to coach since the issues I face as a professional in this arena are complex and ever-evolving. Eugene is most succinctly described as an "empath" -- someone who can also see the issues that are unspoken -- the proverbial "rests" between the "notes" of the music.”