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.

REVENUES MANAGED
Over billion
COACHING CLIENTS
+
YEARS IN HR FIELD
+
Countries Operated in
+
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core focus areas

Executive Coaching

Taking senior leader's performance
to the next level by using
Stakeholder Centered Coaching methodology modeled after
Dr. Marshall Goldsmith's PhD.

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Organizational Effectiveness

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

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Leadership Development

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

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Legacy & Wealth Building

Taking senior leader's performance
to the next level by using
Stakeholder Centered Coaching methodology modeled after
Dr. Marshall Goldsmith's PhD.

Learn More

Testimonials

Denise-Hummel

- 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.”

Frequently Asked Questions