How I Found My Purpose in Coaching and Personal Development

Life has a way of putting us exactly where we need to be—if we’re willing to listen. For me, that path led to coaching. The journey was neither linear nor easy, but every twist and turn helped shape the vision I now hold and the values I bring into my work.

I grew up in the United States, moving between New York, Phoenix, San Jose, and Miami, and those experiences taught me early on to adapt to change and connect with people from all walks of life. I learned to see the world through different perspectives, embrace the unexpected, and always be ready to learn. Fast forward to today, I’m based in Belgrade, Serbia, but frequently travel back to Miami. In both cities, I’ve found unique communities and countless opportunities to share my knowledge and experiences.

The Catalyst: Discovering My Passion for Coaching

Like many of us, I had an array of jobs and passions throughout my career. I worked in corporate environments, managed teams, and navigated my way through various roles. But despite all the success and stability those roles brought, something was always missing—a sense of purpose, a calling that felt authentic and truly meaningful to me.

The real turning point came during a time when I was struggling with self-doubt and direction. I’d achieved quite a bit, yet I felt there was something more I could offer. I began diving into personal development—reading, reflecting, and investing in my growth. Through that process, I realized that my purpose wasn’t just about what I could achieve; it was about how I could help others realize their potential too.

Coaching wasn’t just an occupation; it felt like my calling. I saw the impact I could make by helping others identify their goals, uncover their strengths, and push through their barriers. Coaching became a natural extension of my journey—a journey filled with introspection, action, and self-acceptance.

Crafting My Vision and Mission

Today, my mission is clear: to help rising professionals unleash their inner leader and navigate their way to success with self-acceptance at the core. We often believe that success demands we ignore our “flaws” or “weaknesses,” but I’ve found the opposite to be true. Real growth, the kind that leads to sustainable success, requires embracing our whole selves. It’s about finding the balance between ambition and self-compassion and knowing that both are necessary.

My Vision: Empowering Leaders from the Inside Out

My vision extends beyond simply building successful professionals; I want to empower leaders from the inside out. It’s not about what you achieve on the outside but who you become in the process. I envision a world where rising professionals know they don’t have to sacrifice their well-being for success—where they understand that true leadership begins with self-awareness, empathy, and a genuine desire to create impact.

This vision has driven me to create resources, communities, and programs tailored to this purpose. I founded “Milica Picuric & Co.” as a space for people to uncover, understand, and use their unique strengths while staying grounded in self-acceptance. My programs are designed not only to help clients achieve their goals but to guide them in embracing all aspects of themselves along the way.

My Core Values: Self-Acceptance, Adaptability, Empathy, Creativity, and Action

Core values aren’t just words I’ve put on a website—they’re the principles that have guided me through both the peaks and valleys of my life.

1. Self-Acceptance: I believe wholeheartedly that self-acceptance is the foundation of authentic leadership. It’s about recognizing and honoring every part of ourselves, even the aspects we’d rather ignore. In my work, I encourage clients to understand that true strength lies in self-compassion, in acknowledging both their strengths and areas for growth.
2. Adaptability: Life will always be unpredictable, and I’ve learned that adaptability is key. My years of moving between cities, embracing new cultures, and transitioning between roles have shown me that the ability to adapt is one of our greatest assets. It allows us to not only survive change but thrive within it.
3. Empathy: Connecting with others requires empathy. I’ve experienced first-hand the power of truly understanding and appreciating another person’s perspective, and I bring that empathy into every coaching session. I strive to create a judgment-free space where clients feel seen and understood.
4. Creativity: Creativity isn’t just for artists; it’s for everyone looking to bring fresh solutions to old problems. I see creativity as a core part of personal development—it’s about finding new ways to approach challenges, think differently, and tap into uncharted potential. I believe in the power of creative problem-solving and out-of-the-box thinking.
5. Action: Knowledge and insight are only as good as the action they inspire. I value action because, in my own life, I’ve seen how small, consistent steps can lead to powerful changes. In my coaching, I help clients move beyond intention and into action, where real transformation happens.

Building My Business and Growing a Community

Creating a coaching business from the ground up wasn’t easy. There were long nights, early mornings, and countless moments of self-doubt. But I was determined to build something meaningful. My platform isn’t just about selling services; it’s a community for people who want to grow, achieve, and connect.

To reach this community, I’m active on platforms like LinkedIn, Facebook, Instagram, and TikTok, sharing insights, personal stories, and actionable advice. My content is intentionally bold, authentic, and deeply personal because I know people crave real connection. I’m not interested in generic tips; I want to create content that resonates and challenges people to see themselves in new ways.

I recently embarked on a 30-day “Get to Know Me” video challenge, where I share my journey, my values, and my experiences with self-acceptance. I’m inviting people to get a glimpse of the real me, to see the highs and lows, and to ask questions they’re curious about. It’s part of my vision to build a community where people feel understood and inspired to take action on their dreams.

Why I Do What I Do

Coaching has given me a sense of purpose that goes beyond any personal achievement. I wake up each day knowing that I have the opportunity to help others transform their lives, to guide them in discovering their potential, and to witness their growth firsthand. It’s a privilege, and I don’t take it lightly.

Each client’s journey is unique, and I tailor my coaching approach to their needs, strengths, and aspirations. For some, that means deep introspection and uncovering blocks; for others, it’s about creating a clear action plan and pushing through limiting beliefs. In every case, my goal is to help my clients recognize their power, cultivate resilience, and step confidently toward their goals.

The Future of Milica Picuric & Co.

I’m excited about the future of my business and the community I’m building. I have big plans—from launching new programs to expanding my reach and offering courses for professionals who want to grow their skills and self-awareness.

One of my upcoming initiatives is the 90 Day Vision to Victory (90V2V) program, based on the book The 12 Week Year. This program combines on-demand courses, assessments, live group coaching, and a virtual learning community to help participants achieve their goals with focus and discipline. It’s for people ready to make significant changes and see real progress, all while staying rooted in self-acceptance.

A Personal Note to You

If you’re reading this and wondering whether you’re ready to take that next step, my advice is simple: start with self-acceptance. Embrace who you are today, acknowledge both your strengths and weaknesses, and trust that you have what it takes to grow. The journey won’t always be smooth, but it will be worth it.

Coaching has taught me that transformation begins when we accept ourselves, fully and honestly. I believe in you, and I believe in the power of authentic leadership—the kind that comes from within.

So here I am, inviting you to join me on this journey. Together, we can break down barriers, redefine success, and build a future rooted in self-acceptance, adaptability, and growth. This is just the beginning.