HOW BIG Get in touch

Transformational coaching · Elsy Ayoub, M.Ed.

Small Shifts. Big Lives.

Show me how big it can be.

HOW BIG is transformational coaching for people ready to shift the patterns that are shaping their business, relationships, and life — and create from a place of greater awareness, choice, and possibility.

  • Awareness.
  • Acceptance.
  • Aligned Action.
Explore your shift
Elsy Ayoub

Why insight alone rarely changes anything

Transformational change is 5% willpower.

Willpower

The part that can name the problem, trace where it came from, explain it clearly to a friend — and still find itself doing the same thing on Thursday.

Upgrading the unconscious habits that support the willpower

Understanding a pattern and being free of it are not the same. The rest of you — the body that tightens before you speak, the reaction that arrives before the thought — is where the pattern actually lives.

We work with the 95% that makes the motivational speech actually work. The part that makes affirmations believable. The deeper patterns and brain states that influence how change becomes embodied.

Mindset work primarily accesses alpha. Through deeper work with the subconscious, we access theta — the space between conscious and unconscious patterns.

That space in between where we can unlock greater potential. We use muscle-memory principles and habit formulas to change your experience and create actual physical breakthroughs with less effort.

HOW BIG is not about pushing harder.

It is your invitation to finally get to more by doing less.

That’s the paradox of transformation, in practice.

You don’t need to become someone else.You need to become more fully who you are.

The patterns that once protected you can eventually become the patterns that limit you.

HOW BIG helps you see those patterns, understand what they are creating, and consciously choose something different.

Because when you shift the pattern, you change what becomes possible.

على قَدرِ حُلمِكَ تَتَّسِعُ الأَرْضُ

The earth expands according to the size of your dream.

La terre s’élargit à la mesure de ton rêve.

La tierra se ensancha a la medida de tu sueño.

We speak your language.

HOW BIG comes out of living in both Eastern and Western cultures — from Beirut to Oslo to Miami — and out of studying human development, leadership, and education for sustainable development in each of them.

Moving between cultures, perspectives, and ways of seeing is part of what lets HOW BIG transcend language, culture, sect, ethnicity, and borders, and still meet each person exactly where they are.

Choose your HOW BIG™ shift

One small shift can change everything.

Whether a pattern is showing up in your business, your relationships, or both, the work begins with awareness.

Elsy Ayoub

Meet Elsy

Elsy Ayoub, M.Ed.

With a Master’s degree in Education for Sustainability from Rudolf Steiner University in Norway and years of professional experience across the United States and the Middle East, I bring a perspective that sits at the intersection of human development, education, leadership, and personal transformation.

Through HOW BIG, I work with people who know there is more possible for their lives, but may feel stuck in patterns, expectations, or ways of operating that no longer serve them.

My approach combines coaching, leadership development, personal mastery, and practical transformation. Together, we look beneath the surface to understand the patterns shaping your choices, relationships, work, and experience of yourself, and then turn that awareness into meaningful, aligned action.

I believe lasting change happens when inner transformation meets practical action. It’s not simply about becoming a different person. It’s about becoming more fully yourself, making conscious choices, and creating a life that reflects what truly matters to you.

HOW BIG is a space to pause, get clear, challenge what you have assumed is possible, and discover what becomes available when you begin to live and lead from a bigger place.

Shift One™

One pattern. 12 weeks.

12 weeks · 3 months Weekly 60-minute private coaching sessions

Shift one pattern. Change what becomes possible.

Apply to private coaching

A focused private coaching experience designed to help you identify and shift one pattern that is impacting either your business or your relationship.

Together, we’ll uncover what’s really happening beneath the surface, create awareness around the pattern, and move toward a new way of responding, relating, and choosing.

This container is for you if

  • You keep experiencing the same challenge
  • You know something needs to change but can’t seem to shift it
  • A pattern is affecting your business or relationship
  • You’re ready to stop repeating the same cycle
  • You want focused support around one meaningful transformation

Shift Two™

Two patterns. 24 weeks.

24 weeks · 6 months Weekly 60-minute private coaching sessions

Shift two patterns. Expand what’s possible.

Apply to private coaching

A deeper private coaching experience designed to help you shift two patterns — whether they’re showing up in your business, your relationships, or across both.

With more time and space for integration, you’ll work beyond the immediate challenge to create deeper awareness, greater choice, and sustainable aligned action.

This container is for you if

  • You’re ready for deeper transformation
  • You recognize more than one pattern impacting your life
  • You want to work on both business and relationships
  • You’re ready to create lasting change rather than a quick fix
  • You want sustained coaching, accountability, and integration

Investment ranges from $1,200–$1,900/month,depending on the level of support your transformation requires.

The right container will depend on the level of support and transformation you’re looking for. We’ll explore the best fit for you during your complimentary session.

Which shift is right for you?

Shift One ™

  • 12 weeks
  • One pattern
  • Business or relationship
  • Focused transformation

Shift Two ™

  • 24 weeks
  • Two patterns
  • Business, relationship, or both
  • Deeper transformation + integration

Not sure which shift is right for you?

Apply below and Elsy will be in touch to arrange a complimentary 90-minute session.

Get in touch and apply

This is probably not for you if you’re looking for a quick fix without reflection, or if you’re not open to both inner work and practical change.

The HOW BIG Method™

Awareness → Acceptance → Aligned Action

01

Awareness

See the pattern.

Recognize the beliefs, behaviors, emotions and stories that are creating your current experience.

02

Acceptance

Meet what is.

Create space to acknowledge what is happening without judgment, resistance, or the need to immediately fix it.

03

Aligned Action

Choose differently.

Turn awareness into conscious choice and action that reflects who you are and what you truly want.

The goal isn’t to eliminate every pattern.

It’s to create the freedom to choose what happens next.

Handwritten: “Awareness is not what you do, awareness is who you are.” — HOW BIG

Before you choose

Coaching is not therapy.

Therapy looks primarily in the rearview mirror.

Coaching looks through the front windshield.

They absolutely can complement one another. My transformational coaching is more focused on presencing your current experience and taking aligned action through the SEMBU method.

SEMBU works simultaneously across five levels of change.

  1. Somatic
  2. Emotional
  3. Mental
  4. Behavioral
  5. Unconscious
  • Present-focused Reliving the past
  • Future-oriented Therapy
  • Awareness + aligned action Advice-giving
  • Working across five levels of change Only mindset work
  • Experiential and transformational Motivational talk
  • Building new patterns Simply “trying harder”

If what surfaces belongs in therapy, I’ll tell you. Some of my clients do both.

One pattern can shape an entire experience.

  • The way you lead.
  • The way you communicate.
  • The way you love.
  • The way you make decisions.
  • The way you respond under pressure.

Shift the pattern → shift the experience.

Show me how big it can be.

You don’t have to change everything.Start with one small shift.

And see what becomes possible.

Apply to private coaching

A short conversation first. No pressure and no pitch. We’ll find out together whether this is the right work for you.

Get in touch and apply

Apply to private coaching

Tell me a little about yourself and I’ll be in touch personally to arrange your complimentary 90-minute session.

Investment range: $1,200 to $1,900 per month.

I work with a selective number of private clients at a time.

What happens if you’re selected

You’ll receive a complimentary 90-minute session as my gift to you. You’ll receive a direct link to my calendar so you can schedule a time at your convenience.

To keep your spot, please show up on time or give me at least 24 hours’ notice if you need to reschedule.

Please take 5 minutes to pause, reflect, and connect with purpose here.

About you
About the work
How much of a priority is this in your life right now?
I work with a limited number of private clients. If accepted into private coaching, the investment ranges from $1,200–$1,900/month depending on the level of support your transformation requires. Are you currently available for this level of self-investment?

Not ready to apply?

My promise to you as your coach.

The HOW BIG Coaching Manifesto is what I hold myself to with every client. It is yours, free. Tell me where to send it.

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